Customer experience professionals and departments that are in close contact with the CX team within the business have left another year behind. In line with the changes and regulations experienced by businesses both in the countries and globally, and the changing customer preferences and behaviours as a result of these changes, various ways were tried to be implemented in order to provide the customer experience nearly perfect.
In 2024, 88% of customers think that customer service and the related experience are more important than ever. This rate was around 83% in 2022 and 2023. In addition, 64% of customers in 2024 stated that no matter how much they liked a brand’s product, if the brand does not offer a good experience, they will prefer the brand that will offer a better experience. In other words, 6 out of every 10 customers care more about the experience than the product.
In this article, we have brought together 6 topics that will stand out in customer experience in 2025.
1. Hyper Personalised Experience
For a very long time, businesses have been experimenting with various ways to make the experience unique to the individual by feeding on consumer data. Hyper-personalisation, known as a marketing strategy, is the use of AI, machine learning and predictive analytics to improve and uniquely personalise the customer experience by using real-time data to deliver tailored products, services or content. Personalising the experience was important in the past, but today, improving and even predicting this experience in real time in line with ever-changing consumer expectations and preferences has become even more important and it is seen that it will continue to increase its importance in 2025.
According to the findings of the study conducted by Jack Morton in 2024, 30% of consumers stated that they are willing to share their data in exchange for money or goods to be offered and 48% for a better brand experience. In addition, 63% of consumers stated that they expect the AI-driven brand experience to be more interactive, 59% more personalised and 57% more relevant. According to Zendesk’s 2023 CX Trends report, 59% of consumers think that businesses should use the data they collect about themselves to personalise their experience. McKinsey’s 2021 Next in Personalization research found that 71% of consumers expect companies to offer personalised interactions and 76% are disappointed when this does not happen. As the findings of the studies reveal, consumers are willing to share their personal data in various ways to get a better brand experience or simply in exchange for a better experience.
2. AI, Machine Learning and Large Language Models (LLM’s)
Brands are using AI and machine learning to predict what their customers want and deliver it to them every time. Some companies have already started to generate and deliver meaningful results from predictive data. In 2025, the remaining brands will also try to catch this trend and use it to improve the customer experience. As consumers integrate AI and its tools into their lives day by day, companies will try to impress their users with different applications. In 2025, we will see AI’s tools more frequently everywhere, from automation to machine learning applications to better understand the consumer, from chatbots to virtual assistants.
LLMs are reshaping many areas such as customer feedback, queries, complaints and requests. GPTs and virtual bots, which are fed by the broad language model due to the importance of human dialogue, are completely changing the consumer experience today. It can be positioned as a close assistant of the end user by recognising the user’s previous texts and other forms of content they have entered, making unique inferences and suggestions. Businesses can utilise the historical data of their own customers to make unique designs and improve them with real-time data.
According to Salesforce’s State of the Connected Customer report, 65% of the participants stated that they expect companies to adapt to changing needs and preferences. According to Gartner’s study, 58% of customers stated that most digital experiences do not affect their purchasing preferences. According to a different study, 56% of businesses are looking to AI to improve and improve business operations, and 63% of retail organisations are using AI for customer service.
3. Employee Experience
The beginning of the road to a perfect customer experience is through the employee experience. In 2024, businesses have started to move from positioning the centre of their operations as the customer to positioning their employees compared to previous years. Engaged employees reveal engaged customers to the brand, and as a result of these two relationships, the revenues of the business increase. Employee experience, satisfaction and loyalty have a stronger relationship with customer experience, satisfaction, loyalty and company revenues than expected.
According to the results obtained from studies and practices of businesses, the adoption of an employee-centred business culture has a much greater impact on delivering exceptional customer experience than a customer-centred business culture. 2022 was the worst year of the last decade in terms of employee engagement in the US, and the statistics for 2023 did not show very good results accordingly. In 2024, the top three reasons why customers will come back to a company are helpful, knowledgeable and friendly employees. As John DiJulius says, ‘Your customers will never be happier than your employees.’ Therefore, in 2025, businesses should care about the employee experience as much as the customer experience and handle it accordingly.
4. Automation and Human Touch
Businesses want to automate their operations day by day, both to save labour and to find solutions to their customers’ basic problems quickly. However, in a period of such high automation, do your customers really want their problems to be solved quickly or do they want to see a human in front of them while both telling their problems and waiting for them to be solved? According to the findings of the study conducted by Five9, 75% (3 out of 4) of consumers prefer to talk to a human when it comes to customer service. For both customers and businesses, a human touch combined with automation will be even more important in 2025.
Research shows that the cost of acquiring a new customer is 5 to 25 times more expensive than retaining an existing customer. Therefore, it is very important to achieve a balance between automation and human touch in order to retain your existing customers and attract potential customers to your business.
5. Proactive Customer Experience Management
Today, rather than solving problems after they occur, both businesses and customers think that problems should be predicted in advance and addressed before they occur. With customer data and predictive analyses, businesses can identify their customers’ needs and take proactive steps to improve the customer experience. In 2025, one of the most prominent topics for businesses to retain their customers and attract new ones to the brand is to proactively design and implement every step of the customer experience journey. By proactively understanding customer demands, expectations and needs in advance, businesses can build long-term customer loyalty and improve customer retention rates.
According to the findings of a recent study by Sprout Social, 64 per cent of consumers want brands to connect with them. In addition, 57 per cent of consumers stated that they would increase their spending with a brand they feel connected to.
6. Trust and Transparency
The way businesses can retain the customers they have attracted to them is directly proportional to the trust they provide to customers and how transparent they are in their experiences. Customers demand that brands keep their promises to them, fulfil their commitments and create a reliable environment in the experience process. Customer trust is not only formed by the quality of the product or service offered. Customer trust can be extended to every aspect of the interaction with the customer and is influenced by each step in the customer journey. From safety and security to authenticity, from talent to emotional connection, from transparency to consistency, and from authentic interactions to personalisation, trust can be built and broken at every point.
According to the results of Qualtrics’ 2025 Consumer Trends report, 68% of consumers stated that trust is the most important factor determining their loyalty to a brand. According to the findings of the Customer Service & CX Research studies, 72% of customers stated that there was no return from the business after filling out the questionnaire sent to them by a business. In addition, 71% of customers think that businesses will not make any changes after collecting feedback. The easiest way to make the customer lose trust is to make him realise that the channels offered to him are not used in a way that takes his demands and problems seriously.
The year 2025 will be a competitive year for both customer experience professionals and related departments. When businesses integrate technological tools into their processes and offer an environment that promises trust and transparency without neglecting the human touch, the returns of the experience will be positive.
