About the CX Maturity Study

Basis for the study

The CX Maturity Study 2026 was conducted by Loyalty Group among 203 people who work with Customer Experience (CX) in their organisation. The respondents represent companies that have already put customer experience on the agenda and allocated resources to the work – the study is therefore not about whether CX is relevant, but about how far the companies that already prioritise CX work have actually come.

Data was collected via an online questionnaire between February and April 2026. The questionnaire comprises 46 questions across four key areas: strategy, leadership, measurement and business impact. Respondents come from 20 countries in total, but the majority of responses are concentrated in Denmark, Norway, Finland, Germany and Belgium.

Who responded?

The respondents cover a broad range of company types and industries, but with an overweight of larger, complex organisations. Around half of the respondents come from companies with more than 1,000 employees.

Company type

Distribution across B2B, B2C and public sector organisations

Role and mandate

Responsibility for customer experience clearly sits with the respondents – but the formal mandate does not always follow. 60% have overall responsibility for day-to-day CX work, and half hold a dedicated CX role. However, only just over a quarter report directly to the CEO or board.

Share of respondents who…

The pattern points to a role with responsibility, but often without the full mandate to drive change across the organisation: 74% of those with staff responsibility also have budget responsibility, against just 14% of the rest – the mandate is therefore concentrated among the same profiles, not evenly distributed.

Facts about the study