Customer experience innovation is an all round activity that includes creating a seamless experience around the clock. Depending on the scale of a business, CX can differ from each industry. As per a research from McKinsey, companies excelling in CX can command up to 25% premiums on products and outperform peers by 5% in revenue growth. In this blog, we will discuss the CX trends that will follow throughout 2025 and beyond.
Customer Experience Trends with Examples
CX Trend 1: AI-driven personalization
AI-driven personalization leverages artificial intelligence, including machine learning and natural language processing. This is done to study a customer’s pattern of selection and purchase behaviour. Online brands deploy AI-based algorithms to identify what customers are looking for. Accenture found 91% of consumers prefer brands offering relevant offers, enhancing satisfaction and loyalty.
Example:
Netflix has improved on its A/B testing to curate similar shows to its audience. It has spelled success for them since their aim is to personalize the viewers’ feed. Spotify personalizes music playlists, showing AI’s role in deepening customer engagement. The Zendesk CX Trends Report 2024 notes 65% of CX leaders see AI as a strategic necessity, with tools like chatbots improving efficiency.
CX Trend 2: Omnichannel integration
Omnichannel integration ensures a seamless customer journey across online and offline channels, such as websites, mobile apps, and physical stores. Adobe reports 92% of consumers expect consistency, with 88% saying it influences loyalty, making this trend vital for retention.
To implement it, map customer journeys, integrate systems using CRM platforms, train employees for consistency, and use feedback for iteration.
Example:
Brands like Sephora and Lenskart encourage virtual try-ons in their phone apps. They offer personalized in-store advice to offer the best fit for their customers. Starbucks integrates app ordering with in-store pickups
Merren’s customer experience campaigns enable brands to capture these omnichannel experiences using native WhatsApp surveys and native Facebook messenger surveys. Use this AI survey builder to create an instant survey template.
CX Trend 3: Customer empowerment and control
This customer experience protocol involves giving customers control over data, preferences, and interactions, such as self-service options and personalized settings. PwC notes 73% want data control, and 63% are concerned about usage, making empowerment essential for trust and loyalty.
Example:
Android and Apple phones give users autonomy to view personalized ads or switch it off altogether. Apple encourages privacy and data tracking. It seeks user permission if an app can track user details or be barred.
Google provides tools like My Activity for data management, aligning with consumer demands for autonomy, as seen in Lucidworks’s insights on customer participation. Similarly, Netflix allows multiple profiles with personalized recommendations.
CX Trend 4: Sustainability and ethical practices in CX
Nielsen reports 73% of global consumers will pay more for sustainable products, making this trend a competitive factor. Define sustainability goals, integrate into products, communicate transparently, and engage customers in initiatives. This aligns with younger generations’ values, as noted in Deloitte’s consumer behavior studies, enhancing brand loyalty.
Example:
Automobile industries particularly are focusing on reducing emissions for socially conscious customers. Ride sharing app, Uber focuses on eco friendly rides to minimize emission. Similarly, Tesla markets electric vehicles for reduced emissions, attracting environmentally conscious customers.
Outdoor clothing brand Patagonia uses recycled materials and promotes repair programs to prevent overflow of wastelands. The method of recycling has long been used by households. In the current scenario, conscious customers are turning towards recycling.
However, Japan promotes a waste-free nature by recycling clothing items that can be repaired. This is called sashiko stitching.
CX Trend 5: Data privacy and security
Protecting customer data from breaches, ensuring ethical use, and complying with regulations like GDPR and CCPA is critical. Comply with regulations, minimize data collection, implement security measures like encryption, and educate customers. This builds trust, essential for maintaining positive CX.
Example:
Apple has been in the forefront of end-to-end encryption of the entire Apple ecosystem. This includes app tracking and secure cloud storage. Microsoft ensures transparency, aligning with consumer concerns, as seen in Zendesk’s 2024 report on privacy’s role in CX.
Messaging app, Telegram has 950 million monthly active users (MAUs) worldwide. Telegram’s end-to-end encryption (E2EE) software makes it nearly impossible for anyone besides the sender and recipient to view messages.
CX Trend 6: Voice and conversational AI
Voice assistants like Alexa, Google Assistant, and Siri have been reshaping interactions. ChatGPT’s voice assisted search has made it simpler for users to search hands-free. Businesses are integrating voice AI to enhance CX, such as Domino’s allowing voice-activated orders and banks offering voice-based authentication for security
Example:
Merren CX enables customers to offer surveys via voice notes for detailed feedback. Conversational surveys solicit more responses over rigid formats. Voice surveys are a part of customer feedback campaigns that enable customers to freely express their experiences in their own words.
CX Trend 7: Augmented reality (AR) and virtual reality (VR)
Retail and e-commerce brands are leveraging AR/VR to improve shopping experiences. IKEA’s AR app allows customers to visualize furniture in their space before purchasing, enhancing confidence and reducing returns.
CX Trend 8: Subscription-based and membership models
More businesses are adopting subscription models to drive customer retention. Companies like Amazon Prime and Peloton provide exclusive benefits to increase customer lifetime value and engagement.
SaaS companies like Canva offer subscription based services based on varied business models. This brings a major focus on member experience for subscription based services. Member experience is an ongoing process where a paying member gets seamless service while accessing the products or services of a brand.
CX Trend 9: Employee experience (EX) as a key CX driver
Happy employees lead to better CX. Companies like Zappos and Southwest Airlines invest in EX through strong culture and training. This results in improved customer satisfaction. One of the mottos of Apple is to invest in employee experience across dealerships. This in turn encourages them to offer better services to their loyal customer base.
CX Trend 10: Hyper-personalization with real-time data
Real-time AI-driven insights are revolutionizing customer experience, allowing companies to tailor experiences dynamically. Companies like Airbnb use real-time pricing and personalized recommendations based on user behavior to boost conversions.Retailers, financial services, and e-commerce platforms are leveraging real-time analytics to create engaging customer interactions
Example:
Amazon dynamically adjusts product recommendations based on browsing history. Streaming services like Netflix tailor content suggestions instantly. This hyper-personalization extends to customer service, where AI-driven chatbots provide instant, relevant responses. According to McKinsey, companies that personalize in real-time can see up to a 30% increase in revenue.
CX Trend 11: Social commerce and CX integration
Instagram, TikTok, and Facebook are expanding e-commerce features like social commerce. Social commerce is becoming a major CX channel. Brands are optimizing customer journeys by integrating seamless purchasing, customer support, and engagement directly within social platforms. This trend is particularly strong in Gen Z and Millennial shopping behaviors, as 70% of younger consumers discover new brands via social media.
CX Trend 12: Predictive analytics for proactive customer service
Businesses are leveraging AI-powered predictive analytics to anticipate customer needs and resolve issues before they arise. Airlines, telecom providers, and SaaS companies use predictive models to detect potential churn risks, service disruptions, or maintenance needs. This allows them to engage with customers proactively. According to Gartner, organizations using predictive analytics in CX can reduce customer complaints by up to 40%.
CX Trend 13: Emotional AI for sentiment analysis
Emotional AI can analyze customer sentiment in real-time, helping brands refine their tone and messaging. AI-driven tools detect emotions in voice, text, and facial expressions. In this manner, the customer service teams can tailor responses based on mood and sentiment. This is particularly impactful in call centers and chat support, where AI can guide agents to provide empathetic interactions.
Bonus CX trend: Native WhatsApp and messenger surveys
Merren CX brings native WhatsApp surveys that can collect customer feedback faster than traditional platforms.
- Merren’s native WhatsApp survey has conversational survey templates.
- The native WhatsApp surveys can collect feedback via text, voice notes, photos and videos.
- WhatsApp surveys can be automated via CRM integrations for a hands-free approach.
WhatsApp is a personal and a conversational messaging app that can gather vivid customer feedback data for any industry.
Conclusion
These CX trends define experiences in 2025 and beyond. CX leaders must adopt a holistic approach, integrating technology and culture, to meet evolving needs.
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