Observed Signal · Mar 5, 2026 · Report Publication · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Medallia Report: CX Perception Gap Widens Between Brands and Consumers
Medallia's 2026 State of Customer Experience Report reveals a stark disconnect: 66% of CX practitioners believe they improved experiences, but only 17% of consumers agree. Based on surveys of over 1,500 consumers and 550+ global CX practitioners, plus benchmarks from 600+ Medallia customer programs, the report highlights that 30–40% of departments fail to act on CX insights. Traditional metrics like NPS remain stagnant, while survey engagement declines. Nearly 80% of CX professionals expect AI-driven indicators to replace traditional metrics within a decade. The article also references CMSWire's own research, showing that 49% of organizations struggle to turn insights into action despite having tools. It emphasizes that technology is no longer the main obstacle, but operational ownership and workflows are. Carrie Parker, Medallia's CMO, stresses that gathering insights alone isn't enough; organizations must act on what they hear.
Major CX platform releases industry report highlighting a significant perception gap, relevant to MarTech and customer experience tools, but not a critical industry shift.
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Key Takeaways & Evidence Grounding
- 66% of CX practitioners believe experiences improved, while only 17% of consumers agree.
- Over 1,500 consumers and 550+ global CX practitioners were surveyed for the report.
- 30-40% of departments that receive CX insights do not take action on them.
- Customer survey response rates declined 11% and email open rates dropped 6% year over year.
- 78% of organizations expect to adopt at least one new CX metric or measurement approach in 2026.
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