Keys To Customer Success: What Challenges In The Journey Remain?

A new study on the customer journey has found enough improvements that MediaPost is proclaiming “customer experience professionals must be getting better at what they do.

CX Network surveyed its members for The State of Customer Journey Success 2024-2025, and while cross-functional communication between business departments is the top customer-journey challenge this year (for 73%, up slightly from last year’s 72%), the other top challenges aren’t affecting nearly the same percentage as last year. Measuring and tracking the effectiveness of CX efforts was the second most-selected choice at 64% (down from 75% last year) and understanding and acting on customer behavior ranked third at 46% (down from a full 85% last year).

(Source: CX Network)

Even with these apparent improvements, the customer journey is still a long way from being mastered. Only 51% of those surveyed say they understand customer journey behavior “very well,” with 9% saying they have “little understanding,” with factors such as increased complexity, data fragmentation, and changing expectations all playing a part.

“The 2024 results confirm an uptick in investments in the data analytics and journey management tools that are essential to this work, but the benefits are yet to cascade through organizations,” the study says. “Instead, the research found the historic reliance on customer surveys remains and, despite the data insight and analytical capabilities that organizations could utilize, generally speaking the majority of organizations do not.”

“The struggle to prove ROI remains very real.”

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