The promise is clear: a fast, personalized, and seamless customer experience that builds loyalty and drives growth. Yet, reality tells a different story.

According to Forrester’s 2025 Global Customer Experience Index, only 6% of brands improved their Customer Experience scores this year, while 21% saw a decline. This data exposes a major chasm between what brands promise in their glossy campaigns and what customers actually experience when the rubber hits the road.

We've all been there: a company promises 24/7 support, only for us to wait 45 minutes in a chatbot queue or get routed through multiple departments. This dissonance erodes trust and chips away at brand equity. To make things worse, a single negative review placed prominently online can cut purchase intent by up to 42%, overshadowing years of positive brand effort.

But why are so many organizations losing control of the customer experience?

The pressure of rising expectations

Consumers are no longer benchmarking brands only against direct competitors. Instead, they measure every interaction against the best experience they’ve ever had, with any brand, in any industry.

A customer who receives a personalized offer via Viber, redeems it instantly in-store, and sees their points update in real time, will expect the same level of simplicity and transparency when interacting with a medical clinic, exploring their health benefits, or engaging with support teams in the insurance sector.

When technology investments fail to deliver

Brands have rushed to adopt MarkTech tools such as CRMs, CDPs, AI engines, and marketing automation platforms. But without the right integration and maturity, these tools remain underutilized. The result is fragmented data, inconsistent communication, and robotic automation that alienates customers instead of engaging them. 

The human element



Frontline employees are the bridge between the brand’s promise and the customer’s reality. However, when they are undertrained, unsupported, or lack the tools and insights to recognize customers, every interaction risks feeling impersonal.

As a result, customers are left with the sense that they are not valued or truly part of the brand community. Empowering these "frontline heroes" is crucial to building genuine, lasting connections.

The way forward

The decline in CX is not inevitable. It’s the outcome of missed connections between customer expectations and brand execution. Companies that bridge this gap will not only protect their reputation but unlock stronger loyalty, higher retention, and long-term growth.

• At INTELIQUA, we'll help you identify your biggest blind spots and map a path to stronger customer experience. Connect with a CX expert to get started.