Customer Experience Management Strategy: Objectives and Trends in 2025

Customer experience (CX) management is becoming a key element of business strategy for companies striving to build lasting relationships and increase customer loyalty. According to Customer Experience in Poland: Trends, Goals, and Key Investments report, developed by Kozminski University in collaboration with OEX Group companies, organizations are focusing on a holistic approach to CX, integrating technological, relational, and organizational aspects. Companies are investing in advanced analytics tools, workforce development, and process optimization to meet the growing expectations of customers.

Why is a CX Strategy Important for Business Growth?

A CX strategy is a comprehensive plan that includes actions, tools, and processes implemented by an organization to effectively manage and enhance customer experiences at every stage of their interaction with the company.

46.15% of surveyed organizations have implemented a CX strategy, while an equal 46.15% have not. This indicates that customer experience management is not yet a universal standard, although a growing number of companies recognize its value and choose to implement it.

The majority of respondents (33.96%) indicated that their organization has been using a CX strategy for 3 to 5 years, while another 33.96% have had one in place for over 5 years. This suggests that in some organizations, CX management is at a more advanced level.

Data analysis shows that implementing a CX strategy can significantly impact a company’s sales performance. 30.49% of organizations with a CX strategy reported sales growth of over 20% in the past three years, while another 24.39% saw increases of 1–10%, demonstrating the benefits of structured CX management.

Notably, none of the companies with a CX strategy experienced a sales decline of over 20%, whereas 66.67% of organizations without a CX strategy suffered such losses. This suggests that structured customer experience management helps companies avoid significant revenue drops.

Companies with a CX strategy maintained stable sales levels in 60% of cases, highlighting their greater resilience to market fluctuations. In contrast, only 40% of organizations without a CX strategy experienced the same stability.

Additionally, 45% of CX-focused companies reported sales growth of 1–10%, a result comparable to the 50% of organizations without a CX strategy. This suggests that while CX implementation may not always lead to spectacular growth, it enhances business stability and minimizes financial risks.

Key Pillars of an Effective CX Strategy

According to the report, the key pillars of CX strategy vary in importance for different professionals. The most significant include:

• Understanding customer needs
• Measuring experiences and analyzing data
• Empathy and relationship building
• Employee Experience (EX)
• Continuous improvement
• Technology and innovation
• Consistency and personalization

Primary Goals in CX Management

The goals of CX management stem from a holistic approach that strengthens the fundamental pillars of a CX strategy.

1. Customer Emotion Analysis

Emotions play a crucial role in customer relationships—positive experiences can directly influence loyalty. 51.14% of organizations agree that analyzing customer emotions helps identify key moments that impact satisfaction.

In response, companies are increasingly implementing analytics tools to better tailor their offerings and services to customer expectations. Customer journey mapping enables organizations to pinpoint critical interaction points that shape both positive and negative experiences.

2. Effective Communication and Customer Engagement

71.59% of respondents consider effective communication a crucial factor in building strong customer relationships. Companies are enhancing communication channels and improving collaboration between teams to better manage CX and increase customer engagement.

Despite the availability of automation tools, direct customer interaction remains irreplaceable. Customer service representatives understand customer needs best and can demonstrate flexibility, whereas automation is most effective for handling repetitive inquiries.

Successful communication also requires adaptation to generational differences. Older generations value personal interaction and traditional service channels, while younger customers—especially millennials and Gen Z—prefer digital-first solutions and streamlined, fast-paced interactions.

3. Employee Experience (EX)

While customer experience is a fundamental aspect of CX strategy, its quality largely depends on employee engagement and job satisfaction. Employees are the face of the brand—their authentic engagement and passion build customer trust and loyalty.

A burned-out customer service representative cannot create positive interactions or deliver high-quality support. Therefore, employee support and development should be an integral part of CX strategy. 63.64% of respondents believe that investing in soft skills, such as communication and empathy, directly enhances customer satisfaction. This reinforces the idea that a motivated and well-trained team is the foundation of effective customer service.

4. Strengthening Customer Relationships Through Co-Creation

Organizations that actively involve customers in the co-creation of products and services will gain a competitive edge. This approach not only provides valuable insights but also strengthens customer relationships. 39.77% of respondents strongly agree that engaging customers in product and service development enhances their connection with the brand.

Building an Effective CX Strategy

Successful customer experience management requires a comprehensive approach, integrating technology, data analysis, and employee development. Companies that invest in personalization, emotional analytics, and high-quality post-sale support increase customer loyalty and maintain a competitive edge.

CX strategies must remain flexible and adaptable to evolving market trends to effectively meet the needs of customers across generations.

Explore the full version of the report:
Customer Experience in Poland: Trends, Goals, and Key Investments 2024

Author: Patrycja Hala-Saçan, Senior Content Marketing Specialist, OEX VCC.