Market Guide: Modernizing Service Experience with AI and Digital

The 2025 CCW Digital Market Study, developed with insights from industry leaders, explores how contact centers are adapting to digital transformation, balancing AI-powered self-service with human expertise, and redefining service standards to meet rising customer expectations.

Surveying senior leaders across industries—from CX executives to IT and operations heads—this report delivers a clear picture of today’s digital-first reality. You’ll learn where organizations are succeeding, where customers are pushing back, and how technology is reshaping both service delivery and the role of the agent.

Key Takeaways

• Digital-first is the new standard: 90% of leaders say digital plays an integral role in service experiences.
• AI self-service faces resistance: 81% of businesses report customers refusing self-service, putting more pressure on agents.
• Training gaps are costly: Only 20% of learners who pass knowledge checks meet real-world proficiency—highlighting the need for immersive training.
• Agent roles are intensifying: Nearly 98% of leaders expect agents to handle more complex, emotional conversations.