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CCA 2025: Insights from the Network
Learnings from a year of conversations across the CCA community, drawing on Best Practice Forums, Coffee Clubs, the Research Council and the Industry Council Futures programme, the report reflects what leaders are seeing in customer service and experience today. It explores changing customer expectations, the realities of digital and AI adoption, and early signals shaping priorities for 2026.
CCA 2025: Insights from the Network brings together the collective learning from a year of structured engagement across the CCA community. Drawing on conversations with hundreds of senior leaders through Best Practice Forums, Coffee Clubs, the Research Council and the Industry Council Futures programme, the report captures what is really happening in customer service and experience today — the pressures leaders are facing, the progress being made and the questions shaping the future.
Set against a challenging economic and social backdrop, the report explores how customer expectations are changing, how organisations are navigating digital and AI adoption, and how the roles of advisors and leaders continue to evolve. It also reflects early signals from CCA’s future scenarios work, offering members a forward-looking perspective as they shape priorities for 2026. Grounded in real-world experience and built from trusted peer insight, this report is designed to be used as a practical reference for planning, reflection and decision-making.
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