CMSWire: What If CX Leaders Stopped Making the Case for CX?

This article was written by Greg Kihlström for CMSWire. Read the full article here.

I am not aware of anyone publishing an annual argument that revenue is good. There is no Profit Day. Finance leaders don't spend a designated day each year explaining to colleagues why margin belongs in the planning cycle.

CX Day lands today, as it does on the first Tuesday in October every year, and much of what gets published around it will make the case for customer experience once more. From where I sit, that case has been made continuously since CX Day started in 2013, and for years before it. Twenty years of making a case describes a stalemate.

For those keeping score, it might even be considered worse than that. Forrester's US Customer Experience Index has declined for four consecutive years, hitting an all-time low in 2025, with 25% of US brands losing ground and 7% improving. The year before, Forrester's Rick Parrish said US consumers were having the worst experiences in a decade, with only 3% of companies qualifying as customer-obsessed.

This article was written by Greg Kihlström for CMSWire. Read the full article here.