In 2024, CX practitioners are making personalization their top priority.

Medallia Market Research and Customer Experience Professionals Association (CXPA) recently partnered to better understand exactly how CX professionals across the globe are thinking about applying personalization in their organizations. This joint research assesses brand personalization capabilities today, the challenges they face, their biggest 2024 priorities, and how artificial intelligence (AI) may play a role in their roadmap.

Key findings include:

• CX leaders who self-rate brand personalization capabilities the highest are 2x as likely to achieve major revenue growth (10%+)
• Only 24% of CX practitioners rate their personalization efforts as highly personalized
• AI will be key in delivering personalization at scale, and even more brands are rating their investment in AI as significant for 2024 than in 2023