Generative AI for CX measurement and VoC is gaining traction. But most CX teams still don’t get stakeholders to act on insights and don’t earn stakeholder confidence. This is the sobering insight from Forrester’s 2025 global survey.
The Problem? Outdated Practices And Missed Opportunities
Our research identified the following six gaps – not many are about generative AI for CX… For all insights, read our summary report (Forrester access required).
1. Feedback Collection Is Stuck In The Past
Surveys dominate, but few teams effectively tap into emails and calls. Worse, only half feel confident in their ability to analyze what they collect. If you have Forrester Decisions access, read more here: VoC And CX Measurement Teams Need More Robust Feedback And Data Practices.
2. Metrics Don’t Drive Action
Teams most commonly measure CX at the touchpoint level, followed by relationship level measurement. Only half of teams can successfully link CX metrics to business outcomes, less than a third can set realistic targets, and even fewer report the ability to find signals in data. If you have Forrester Decisions access, read more here: CX Measurement Must Be A Stronger Force In Guiding CX Work And Fostering A CX Culture.
3. Journey Measurement Is In Its Survey-Dependent Infancy
Journey-level measurement is still a gap and those who do measure journeys rely mostly on surveys at the end of journeys instead of building journey performance metrics. Very few track customers’ emotions — key drivers of loyalty. And because journey accountability is a gap, journey measurement falls flat. If you have Forrester Decisions access, read more here: Journey Measurement Is Survey-Dependent And Needs More Shared Accountability.
4. Insight Identification And Communication Falls Short
Root cause analysis is rare. Even fewer can identify behaviors that improve CX or rally internal champions to act on feedback. Less than 1/3 (27%) effectively communicate insights in a timely way. If you have Forrester Decisions access, read more here: VoC And CX Measurement Teams Need More Effective Practices For Communicating Feedback And Driving Action.
5. Closing The Loop Stops Halfway
Programs respond to negative feedback, but ignore neutral or positive voices. One-on-one follow-ups are common, but broader communication about organizational actions in response to feedback is rare. If you have Forrester Decisions access, read more here: Close-The-Loop Practices Show Promise — But Could Be More Effective.
6. Tech Is Evolving — But Practices Lag
BI and CFM tools dominate, but genAI for CX is emerging as a powerful ally. Over half of programs already see value in genAI for summarizing feedback. If you have Forrester Decisions access, read more here: Feedback Management Tech Adoption Reflects Survey Dominance And GenAI Uptake.
The Path Forward
To boost impact, VoC and CX teams can’t keep running the same playbook. Yes — they need to double down on the basics: diversifying feedback sources and link metrics to business outcomes. But, more importantly, these teams need to transform into strategic partners for key stakeholders: improve relevance and cadence of reporting, apply more analytical rigor to analysis, and experiment with AI to find efficiencies and increase effectiveness.
Thank you to all the practitioners who took our survey this year! We can’t produce this research without you!
If you participated and left your contact information, you should have received a thank you email with the forrester reports and the read out deck. If you haven’t received that, let us know please.
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About the methodology
Forrester’s 2025 State Of Feedback Management (VoC) And CX Measurement Practices Survey was fielded online in March and April 2025. The goal of the survey was to gather global insights about feedback management, VoC and/or CX measurement programs. Key survey topics included program maturity and challenges, measurement practices and culture, feedback sources and analysis practices, journey metrics and accountability, closing the loop, sharing data, driving action, and technology. Three hundred and eleven global respondents participated the survey. Exact sample sizes are provided in this report on a question-by-question basis.
This survey used a self-selected group of respondents knowledgeable about feedback management, VoC, and CX measurement and is therefore not random. The data is not guaranteed to be representative of the population, and, unless otherwise noted, statistical data is intended to be used for descriptive and not inferential purposes. Although nonrandom, the survey is still a valuable tool for understanding where users are today and where the industry is headed.
