On November 13 in Kyiv, the first CX Future Lab 2030 foresight event was held, bringing together over 30 top managers and CX experts from banking, retail, e-commerce, digital products, pharma and NGOs. The goal: to do what business rarely dares — look 10–15 years ahead and model scenarios that could shape the market and customer behavior.
The event is initiated by ConnectiveOne — a Ukrainian AI-first CX platform and a trusted partner of leading CX teams across Europe and Ukraine. ConnectiveOne demonstrates how agentic technologies are transforming service delivery and why the future of CX lies not in improving isolated touchpoints, but in designing the entire experience architecture.
The event took place in an exceptionally complex context. Ukrainian business is now at a crossroads of several systemic challenges:
Participants spent eight hours working through key drivers and building a map of the CX future up to 2045, using scenario planning, World Café, trend card scanning and stakeholder matrix methods (full analysis available in the Post-Event Report).
Key Foresight Insights
CX is becoming experience architecture, not merely a support function.
CX is evolving from a siloed direction into an architecture that integrates processes, data, technology and people. Companies will see the rise of a new role — the “experience architect,” responsible for designing the entire service ecosystem.
Customer experience is becoming networked and fragmentary.
Customers live simultaneously in physical, digital and agentic realities, switching between multiple scenarios in parallel. The era of linear customer journeys is over; it’s now about networked, nonlinear interactions.
Self-service is the new baseline, and humans are for empathy.
Automation and agentic interfaces will handle all routine service, making human touch more valuable — reserved for complex, emotional or high-value cases.
Data is the core asset.
A user-data-owner model, transparency, ethical use of AI, and a unified data lake for marketing, sales, and CX will become standard by 2035 on the Ukrainian market.
CX endures even in adverse scenarios.
In scenarios of prolonged war and infrastructure degradation, quality CX will persist for 10–15% of the population — military, critical infrastructure, the elite. In other scenarios — from technological breakthrough to successful postwar integration — CX becomes a key competitive advantage.
By 2035, Ukrainian CX will be simpler, faster, more inclusive, data-driven, and marked by strong automation with a premium human touch. Business must invest not only in optimization, but also in resilience: reserve systems, adaptive service models, inclusivity, data governance, and R&D.
Who took part?
Executives from leading CX standards-setters in Ukraine:
NGOs, CX experts, investment & contact center professionals (dobro.ua, Call Centre Zenko, 4Service) And many other high-level managers, digital directors, product managers and CX leads.
Event partners
CX Future Lab was made possible thanks to a team of facilitators and partners:
Next steps
The full foresight report is available at https://cxfuture.live/get-report
CX Future Lab is not a one-off event, but the launch of a systemic initiative for strategic thinking in Ukrainian CX.
The next lab is scheduled for Q1 2026.
You don’t guess the future — you design it.
On November 13 in Kyiv, the first CX Future Lab 2030 foresight event was held, bringing together over 30 top managers and CX experts from banking, retail, e-commerce, digital products, pharma and NGOs. The goal: to do what business rarely dares — look 10–15 years ahead and model scenarios that could shape the market and […]
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