Why CX Is A Smart Investment: New Research Proves Its ROI Value
If you’re still treating customer experience (CX) as a “nice-to-have” in 2025, it’s time to shift your thinking. The data is clear—CX is now a business lifeline, and it’s no longer enough to simply “do” CX. To thrive in 2025 and beyond, your business needs to do it right.
The latest research from Nextiva’s “The Leaders Guide of CX Trends in 2025” confirms everything I’ve been advocating for years: CX done right is a business driver, not just a cost center. This isn’t just theory—it’s backed by solid data that shows CX is now central to a business’s success. The world is catching up to this reality, and if your business isn’t embracing a unified, customer-first strategy, you’re at risk of falling behind. Let’s dig deep into some of Nextiva’s data and what it means.
1. CX is a Revenue Generator, Not Just a Feel-Good Effort
The data is overwhelming: 96% of business leaders agree that CX is directly tied to business outcomes. But here’s the part that must really catch your attention: 58% of CX leaders report a significant ROI, and 36% report a minor ROI from their CX investments. This isn’t just about delighting customers—it’s about generating revenue and growth.
In addition, 67% of CX leaders say it’s easier to secure budget approval for CX initiatives compared to five years ago. The growing recognition of CX as a valuable investment is clear, and the data suggests that businesses that fail to prioritize CX are missing a massive opportunity for financial success.
2. Breaking Down Silos for CX Success
CX is no longer just the responsibility of one department. According to the research, 73% of companies involve back-office teams in their CX efforts. This is a major shift in how businesses view CX—it’s no longer just a customer service function. Every department, from marketing to operations to HR, must work together to create a seamless customer experience.
When teams aren’t aligned and working toward a shared CX vision, the result is a fragmented experience that your customers will notice. Research shows that companies that break down silos and unify their CX strategy will see significantly better results.
3. AI Is Not a Magic Bullet—It Needs the Right Data
AI is a powerful tool, but it can’t do much without the right data. 86% of companies report struggling with data integration, which makes it challenging to harness the full potential of AI for CX. AI can provide valuable insights, help personalize experiences, and automate processes, but only if your data is integrated and structured correctly.
AI won’t fix fragmented experiences. In fact, it will only amplify the problems if your data is siloed. Businesses must ensure that data integration is the first step before diving into AI to achieve its full potential in creating personalized, efficient, and seamless customer experiences.
4. Omnichannel CX: Meeting Customers Where They Are
Another significant trend is the growing importance of omnichannel CX. Social media and live chat are the top channels where businesses are increasing their investment. Customers now expect to interact with businesses across multiple platforms—whether that’s social media, mobile apps, live chat, or email—and they expect the experience to be seamless across all channels.
Research indicates that if your CX strategy isn’t omnichannel, you’re already behind. But creating an omnichannel experience isn’t just about adding more touchpoints. It’s about ensuring that your customers feel a consistent, high-quality experience every time they interact with your brand, no matter the channel.
5. The Trust Factor: Transparency is Key
With AI and automation becoming more integral to CX, the issue of trust becomes critical. 33% of employees fear AI will replace their jobs, and customers are concerned about how their personal data is used. The research shows transparency and ethical AI practices are vital for building customer trust.
If your customers feel that their data is being misused or that AI is replacing the human touch, they’ll quickly move on. The data makes it clear: transparency in AI usage and data handling is essential to maintaining customer loyalty. AI should be used to enhance the human experience, not replace it.
Your Next Action: Turning Insights into a CX Strategy That Boosts ROI
The data is clear: CX is now at the core of every successful business strategy. Companies that treat CX as a business driver—rather than just a cost—will see the greatest returns. Nextiva’s research provides valuable insights to help you make informed decisions and secure executive buy-in, as the data speaks for itself.
But remember, data alone won’t create results. The real impact happens when you use these insights to boost loyalty, reduce churn, and deliver measurable ROI.
To help you get there, I’ve created a guide with 5 actionable steps.
It’s time to stop merely “doing” CX—commit to Doing CX Right®.
About Stacy Sherman: Founder of Doing CX Right®
Stacy Sherman is a professional speaker, advisor, and founder of Doing CX Right® consultancy, helping companies build unbreakable loyalty across customers, employees, and partners for lasting retention and growth. With 25 years at top companies, a Marketing MBA, and certifications in Journey Mapping, UX, Customer Service Management, she provides a proven, research-backed framework that drives real business impact.
Stacy is recognized as a Top Global CX Guru and ICMI Top 25 Influencer (2020-2025). She continues to shape the future of CX through LinkedIn Learning courses, workshops, best-selling books, and her award-winning podcast, equipping professionals with the strategies to deliver measurable results, competitive advantage, and enriched experiences.
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