The 2025 State of Customer Experience Report: AI and Digital Channels Lead the Way

For contact centers, the only constant is change. That’s why every year, we survey thousands of consumers to unearth emerging trends that help CX leaders gain a better understanding of their customers and make informed, data-backed decisions.

For the State of Customer Experience 2025, we’ve delved deeper than ever before. We’ve identified 12 trends that will validate where your CX strategy is going right and spark innovative ideas for areas that can be improved.

Key trends outlined in the report include:

Digital Channel Dominance: Consumers overwhelmingly favor digital channels to telephony (73% vs. 27%), with a double-digit growth in preference across all age groups.

Increasing Customer Expectations: Over a third of consumers (36%) have higher expectations, a figure that rises to 64% for the 18-34-year-old demographic.

CX Winners vs. Losers: The report reveals a near 50/50 split between CX winners and losers and provides a detailed breakdown of what constitutes good and bad CX in 2025 according to consumers.

Openness to AI and Automation: The majority (86%) of consumers understand that AI can benefit CX while 44% prefer automated services over speaking to a human agent.

While the consumer insights alone make the report an invaluable resource, there’s also guidance on the best contact center workflows to automate for elevated CX and agent efficiency—along with real-world examples of businesses that have generated millions of dollars by delivering AI outcomes.

Download the full report to explore detailed insights and practical recommendations for your CX strategy.