Customer expectations are rising fast, and the pressure on CX teams to deliver seamless, human, and efficient experiences has never been higher. Yet most organisations are still struggling to keep up.

This new Harvard Business Review Analytic Services Pulse Survey, sponsored by Tata Communications, reveals the gap between what leaders know matters in CX and how well they can execute it. If you are responsible for customer strategy, operations, technology, or experience design, this report will help you reset your approach.

What you’ll learn

• How to remove friction from every interaction
• Where to start with omnichannel and optichannel design
• Why data accessibility is the cornerstone of personalisation
• How AI can augment employees without removing the human touch
• What high-performing CX organisations do differently

Why download it

If you’re reshaping your CX strategy for 2026 and beyond, this pulse survey gives you a clear snapshot of where the industry stands and where it’s heading next. It’s packed with data, real-world insights and practical recommendations you can apply immediately.