The CX Shift: What 34,000 Customers Are Demanding – and What Support Organizations Aren’t Measuring

ServiceNow's global CX Shift study surveyed more than 34,000 customers, service reps, and executives to expose a widening gap between AI investment and customer experience. TSIA’s Agentic AI in Support Services research surfaces the operational mirror image: most support organizations are deploying AI faster than they can measure whether it's working. Both studies independently reach the same conclusion. ServiceNow finds that just 28% of organizations have figured out how to measure AI’s impact on CX; TSIA finds the same gap holds across nearly every core operator metric. In this interactive session, ServiceNow’s David Davenport and TSIA’s Dave Baca compare what customers say they need with what support organizations are actually built to deliver and where the gap closes.

Technology companies are accelerating AI adoption, yet nearly half (48%) of customers rate their service experiences as average or worse, and 50% cite lack of empathy as their top frustration. Executives are misreading what customers actually want, while service reps are stuck in disconnected systems that make empathy at scale nearly impossible. The result: a credibility gap on both sides. Customers don’t trust the AI, and leaders can’t prove it works. ServiceNow’s data confirms the consequence: 47% of customers say they would switch to a competitor due to poor or slow service.