2025年全球客户体验状况

JumptosectionTHEGLOBALSTATEOF

CX2025

HowAIistransformingoperationsandthechallengesindata

FindingnewwaystolinkCXtobusiness

growth

Thefactorsdrivingcustomerdecision-makingandwhat’sinfluencingtheirbehaviorHowCXtrends,practitionerspending,newtechnologyandcustomerbehaviorsarechangingCXCXin2025A

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationRESEARCHREPORT10TH

EDITIONINSIDEBroughttoyouinassociationwithForewordandabouttherespondentsConclusionJumptosectionCXandthewiderorganizationFigure12.ThetopstrategicCXaimsfororganizationsin2025AligningstrategicaimsandinvestmentprioritiesFigure13.How

organizations

describe

thematurity

of

their

CXmanagement

strategyCX

maturity

and

business

cultureFigure14.Thetopskillspractitionerstrainedtheirworkforceinlastyear

SupportingCXandprofessionaldevelopmentAsnapshotofCXspendingFigure8.AnnualbudgetsforCXmanagementsolutions(US$)

AutomationandAI/MLaretopinvestmentprioritiesBusiness

continuity

is

back

on

the

list

of

investment

prioritiesFindingnewwaystolinkCXtobusinessgrowthFigure9.InvestmentprioritiesforCXin

2025Figure10.The10mostcommonobstaclesforbringingCXinvestmentstolifeCXin2025:AIistransformingoperationsFigure6.Top10trendschangingtheroleoftheCXpractitionerin2025Figure7.TheCXchallengesinfluencingtheroleofCXpractitionersin2025How

practitioners

are

preparing

for

the

top

CX

trendsCompetingprioritiesarestillamajorchallengeOvercomingthechallengesindataGettingtoknowthecustomerof2025Rethinking

sustainabilityFigure11.The10customerbehaviorsthatinfluencedCXplanningfor2025CustomersunderstandAIanddatasecurityWhat’s

influencing

customer

behavior?ForewordandabouttherespondentsFigure1.

Iam

…Figure2.Whichtitlebestdescribesyourcurrentrole?Figure3.Whichgeographicregionsareyouresponsiblefor?Figure4.In

which

functions/departments

do

you

sit?Figure5.Inwhichindustrydoyouoperate?TheimpactoftechnologyonCXOvercomingthechallengesindataWith

great

AI

comes

great

responsibilityGenerativeandagenticAIcantransformengagementCXin2025A

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationContents

and

table

of

figuresConclusion

page39page30page31page31page32page33page33page9page10page13page14page14page26page26page27page28pagepagepagepagepagepageConclusion2Forewordandabouttherespondentspagepagepagepagepagepage21page22page2315161717181944556NETWOR

KForewordInrecentyears,anend-to-endcustomerexperiencehasbeensuperchargedbyanumberofcutting-edgeAI-poweredtools,whichhaveusheredinaneweraofcapabilityandaccountabilityforcustomer-focusedoperations.From

journeydesignto

serviceprovision,CXhaschangeddramatically,butstilltheage-oldproblemsofproving

impactanddeliveringwhitegloveserviceatscale,remain.Together,thesetrendshaveheightenedtheimportanceofcustomerdata,whichcannow

drive

intuitive,personalized

and

effective

experiences.Therefore,it

comes

as

littlesurprise

that

this

new

era

of

high-tech,connected

CX

is

changing

both

the

role

of

the

CX

practitioner,andthebehaviorofcustomers.The

Global

State

of

CX2025

is

based

on

the

findings

of

CX

Network’s

Global

State

ofCX

survey,completed

by353CX

practitioners,service

leaders,experience

designers,analysts

and

consultants

from

around

the

world,between

October

and

December2024.The10th

edition

of

CX

Network’s

Global

State

of

CX

examines

the

top

CX

trends

andchallenges,customerbehaviors,budgetallocationsandtechnologiesshapinganend-

to-endcustomerexperience.Itlooksathowthosewhoworktodesign,enhanceandmanageexperiencescandrivemoreimpactfulandmeasurableresultsandexplainshow

totakeactioninyourorganizationtoembracethebiggesttrendsandmitigatethemost

significant

risks.With

analysis

and

guidance

from

a

panel

of15practitioners,consultants

and

businessowners

around

the

world,this

edition

of

the

Global

State

of

CX

provides

CX

communities

inallmarketswithinformationonhowtheirpeersandcompetitorsareapproachingCX,

investingforsuccessandharnessingmajordevelopmentstodrivetherecognitionandsuccess

of

the

CX

function.A

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationForewordandabout

therespondentsConclusion3CXin2025Forewordandabout

therespondentsForewordandabout

therespondentsCX

Network’s

annual

Global

State

of

CX

survey

allows

our

network

members

to

share

their

observations

andexperiencesonthetrends,techdevelopments,customerbehaviorsandspendingprioritiesshapingtheirworkandtheirabilitytodeliversuperiorcustomerexperiencesinthecurrenttradingenvironment.The2025Global

State

of

CX

Research

Report

is

based

on

the

findings

of

our

Global

State

survey,completedby

our

network

members

between

October

and

December2024.This

year,the

survey

was

completed

by353CX

practitioners,service

leaders,experience

designers,analysts,

authors

and

consultants

from

around

theworld.Their

responses

provide

the

entire

global

CX

community

with

a

benchmark

for

CX

development

andmaturity,as

well

as

analysis

of

the

trends

and

challenges

defining

the

space.To

contextualize

the

findings

in

the2025report,this

section

details

the

locations,departments,seniorityand

jobfunctionsofthesurveyrespondents.Pleasenotethatduetoroundingthroughoutthisreport,somefigures

may

not

total100percent.Figure2Whichtitlebestdescribesyour

currentrole?C-suite

level12%SVP/VP10%Director23%Head16%Manager27%Analyst11%0%50%88%Acustomerexperience,service,insight,digital,data,AIormarketingpractitioner12%Anindustryanalyst,researcher,commentator,author/bloggerA

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationAbout

therespondentsSource:CXNetworkGlobalStateof

CX

Survey,October-December,2024Figure1Iam…CXin2025ConclusionNETWOR

K4Forewordandabout

therespondentsForewordandabout

therespondentsNorthAmericaCentralandSouthAmericaMiddle

EastAfricaMyresponsibilitiescoverasinglecountry/state/location,butnotanentireregionEurope/UKAsiaAsia-PacificGlobalI

am

responsible

formultipleregions/adifferent

combinationofgeographies Artificial

Intelligence(AI)

Contactcenter/Customerservice

CRM

Complaintmanagement Customerexperience(CX)

Digitaltransformation

DatainsightsandanalyticsFigure4Inwhichfunctions/departmentsdoyou

sit?50% Executive

team/C-suite

IT,tech

Marketingandmarketresearch Operations

Productmanagement

IsitacrossmultipledepartmentsA

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganization1%2%3%3%3%Whichgeographicregionsareyouresponsiblefor?37%4%1%2%5%12%8%8%15%6%Source:CXNetworkGlobalStateof

CX

Survey,October-December,20240%3%

Other3%

18%Figure332%CXin202511%11%6%4%4%ConclusionNETWOR

KNETWOR

K5Forewordandabout

therespondentsForewordandabout

therespondentsA

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationRetail/ecommerceOutsourcing/Other/multiple/Government/Figure5Inwhichindustrydoyouoperate?ITandtech4%Source:CXNetworkGlobalStateof

CX

Survey,October-December,2024FastMovingConsumerGoods(FMCG)Banking,financialservices,insuranceReal

Estate/

propertyprofessionalservicesmobile/broadbandElectronic

goodsMedia/publishing/Travel/hospitalityTelecoms/Wifi/entertainmentLuxury

goodspublicsectorunidentifiedManufacturingIndustrialTechnologyCXin2025TransportAutomotiveHealthcareGamingEducation10%10%10%Conclusion12%UtilitiesNETWOR

KFintech9%2%2%5%5%6%4%4%3%3%3%3%1%1%1%1%1%1%6Forewordandabout

therespondentsForewordandabout

therespondentsMusaHanhanfounderandmanagingpartnerXperiente&Mc

smartJaakkoLempinenglobalheadofbrokerpropositionLibertySpecialtyMarketssmartEuropeGmbHHeart

of

thecustomerRekhaWeerasooriyaheadofpeoplecapabilityinthegrouppeopledivisionAxiataGroupAbout

the

2025

analysts

,、cove

o"TosupportouranalysisoftheGlobalStateof

CX

2025

survey,

CX

Network

interviewed

…A

snapshot

ofTheimpactofGettingtoknowtheCX

and

theCX

spendingtechnologyonCXcustomerof2025widerorganizationOurintervieweesareCX

professionalsinmajororganizations.Theiranalysisinthisreportdrawsontheirexperienceattheseorganizationsandothers.AshleyGarstseniorcontentmanager,KnowledgeCoveoJaslyinQiyufounderMadAboutMarketingConsultingClaireHillcustomeroperationsdirectorTravelCounsellorsDominikOlejkoretailanddataspecialistH&M,IKEAand

DecathlonClaireCunninghamnationalCXmanagerColesAymenIsmailheadofcustomerengagementsolutionsJimTincherCEO

and

founderHeartoftheCustomerDebasmitaDasmanager,datascientistMastercardRalucaBerchiufounder

and

CEO

ofCXM|StrategicAnnetteFranzCEOCXJourney

Inc.chiefcustomerand

portfolioofficerYle

FinlandEkaterinaMamonovaCXin2025DaConclusionNETWOR

K7CXin2024

CXin2025

ConclusionCXINAI

is

transforming

operationsINSIDETHISSECTIONHowpractitionersarepreparingforthetopCXtrendsCompetingprioritiesarestillamajorchallengeOvercomingthechallengesindataFigure6.Top10trends

changing

the

role

of

the

CX

practitioner

in2025Figure7.TheCXchallengesinfluencingtheroleofCXpractitionersin20252025TheimpactofGettingtoknowtheCX

and

thetechnologyonCXcustomerof2025widerorganizationForewordandabouttherespondentsA

snapshot

ofCX

spending8ConclusionCXin2024CXin2025In2024,the

availability

of

new

and

more

sophisticated

toolselevatedtheimportanceofartificialintelligence(AI)in

CX

and,for

the

first

time

since

starting

our

Global

State

research

in2016,AI

dominated

the

top

10trends(seeFigure6).Thiscontinuedin2025.WhenweaskedpractitionerstoselectthethreeCXtrendshavingthemost

impact

on

their

work

from

a

list

of

more

than20choices,AI

and

AI-related

technologies

comprised

six

of

the

top10responses

and

replaced

data

and

analytics

inthetopspot.FollowingtherecentarrivalofagenticAIandcopilots,

thetoptrendemergedasAI-poweredtechnologiesforoperations,selected

by35percent

of

respondents

andup

from

second

place

in2024.Tiedinsecondplace,generativeAIchatbotsandvirtualassistants,andcustomerloyaltyandretentionboth

received25percent

of

the

vote.Automation(23percent)tookthefourthspotandconversationalAIchatbots

and

virtual

assistants(21percent)emerged

asthe

fifth

most

selected

response.As

we

saw

in2024,only

two

of

the

top10responses

were

not

directly

relatedtotechnology:customerloyaltyandretention,and

employeeexperienceCompaniesmustbestrategicandthoughtfulabout

applyingAIratherthanjumpingonthebandwagon,advises

Ashley

Garst,senior

content

manager,KnowledgeatCoveo.CX

in

2025:

AI

is

transforming

operations

,、cove

o"AI-poweredGenerativeAICustomerloyaltyAutomationConversational

AIGenerativeAIDataandEmployeeDigital

CXSelf-servicetechnologiesforchatbotsandvirtualandretentionchatbotsand

virtualformarketing/analyticsexperienceoperationsassistantsassistantshyper-personalizationDataandAI-poweredAutomationCustomerloyaltyGenerativeAIConversational

AIDigitalCXEmployeeGenerativeAISelf-serviceanalyticstechnologiesforprogramschatbotsandvirtualchatbotsand

virtualexperienceformarketing/operationsassistantsassistantshyper-personalizationFigure6Top10trendschangingtheroleoftheCXpractitionerin2025*Top10trendschangingtheroleoftheCXpractitionerin2024*Source:CX

Network

Global

State

of

CX

Survey,October-December,2024

/*Respondents

were

asked

to

select

three

choices.ForewordandabouttherespondentsGettingtoknowthe

customerof2025CX

and

thewiderorganizationTheimpactof

technologyonCXA

snapshot

ofCX

spendingNETWOR

K9CXin2024CXin2025ConclusionFigure7TheCXchallengesinfluencingtheroleofCXpractitionersin2025*CompetingprioritiesBuildingacustomer-firstcultureAligning

business

objectives

with

CX

initiativesCreatingactionableinsightsfromdataLinkingCXinitiativestoROISiloedcustomerdata:Incompletecustomerprofiles,disconnectedcustomerexperiencesInflexibleprocessesInsufficientcustomerdataGainingseniormanagementbuy-inManagingcustomerdata0%

50%*RespondentswereaskedtoselectthreechoicesSource:CXNetworkGlobalStateof

CX

Survey,JanuarytoFebruary,2024“BeforejumpingintotheAIcraze,weadvisethatcompaniestakeastepbackandmakesurethatthey’reinvestinginthefundamentals—datacleanliness

andreadiness,centralizingaccesstoknowledge,choosingastarterusecasewheretheycanquicklycreateaproofofconceptthatvalidatesadditionalAI

applicationthroughoutthecompany—neededtotruly

leverageethicalandimpactfulgenerativeAI,aswellasagentic

AI,”says

Garst.Forthoselookingforanentrypoint,she

suggestsenterprisearchitecturelikeaunifiedsearchplatform

becauseitcouldprovideacollectionof“relevantknowledgethat’ssurfacedvianotjustkeywords,

butalsohistoricalcontextualsignalsfromsimilar

searchersandreal-timebehaviorlikeclicks

and

engagement.

”“Whetheryou’reunifyingdisparatesystemsjustwithin

onedepartment,oracrossanentireorganization,searchindices,retrievalabilitiesandrankingfactorscanhelpsearchersacrossallaudiencesquicklyfindwhattheyneed,”saysGarst.“Inourconversationswithprospectsandcustomers,manycompanies

lack

acentralizedwaytoquicklysourcecrucialknowledge.

Whatmightbesurprisingisthatsearchdoesn’tjustaugmenthumanexperiences,itcanalsoenhanceCX

technologieslikegenerativeAIandagenticAI.Afterall,

AIisonlyasgoodasthedataitcan

access.

”36%33%25%16%16%13%12%10%10%9%ForewordandabouttherespondentsGettingtoknowthe

customerof2025CX

and

thewiderorganizationTheimpactof

technologyonCXA

snapshot

ofCX

spendingNETWOR

K10CXin2024CXin2025Conclusionagentswithdeeperinsightsandbettertoolstoenhance

customer

interactions”

.Furthermore,the

harmonybetweenhumanandmachinewilldemandtransparency

andstrictgovernancetoensureethicalAIusageandpreserve

customer

trust.“AI

can

drive

efficiency,but

lasting

loyalty

is

built

ontrust,empathy

and

meaningful

engagement.In2025andbeyond,thebrandsthatwinwillbethosethatmastertheartofblendingAI-drivenintelligencewithhumanintuition,deliveringexperiencesthatarenotonlyefficientbutalsodeeplypersonal,trust-drivenandabove

all

human,”Olejko

says.DebasmitaDas,manageranddatascientistforMastercard

says

the

prominence

of

AI

in

the

top

trendsshows

it

is

evolving

to

become“the

core

enabler

of

value

creation”

.However,its

role

in

managing

and

utilizingunstructureddataisalsoimportant.“Organizations

will

start

considering

AI

as

the

nucleusdrivingbusinessoperations,strategicobjectivesand

decision-making.Infact,effectiveAIintegrationand

adoptionmaybeakeycompetitivedifferentiator,”she

says.“The

ability

of

AI

to

manage

and

utilizeunstructureddatatookabackseatuntilrecently.AIholds

immense

potential,however,many

organizationshaveyettoimplementthenecessaryframeworkstostructure

and

capitalize

effectively.Businesses

areTakingthisapproachhasalreadybroughtsuccessto

some,she

adds.It

allows

for

speedier

generative

AIand

agentic

AI

adoption.As

a

result,those

easing

intotransformationandbeingstrategichaverealizedgains

inself-service,casedeflectionandproductdiscovery

thatleadstogreaterconversionrates.Senior

CX

executive

and

retail

expert

Dominik

Olejko,whohasworkedforH&M,IKEAand

Decathlon,saysthe

prominence

of

AI

in

the

top10most

selectedresponses

signals“a

fundamental

shift

in

how

businesses

enhance

customer

experience”as

AI

becomes“thebackboneofscalable,efficientandhyper-personalized

CX

strategies”

.“In2025and

beyond,AI-driven

CX

will

shift

fromexperimentationtoexecutionatscale,”Olejkosaysand

this

will

see

AI

agents

evolve

from

basic

automationtoolsintoproactive,context-awareassistantsthatcan

anticipateissuesandpersonalizeinteractionsinrealtime

to

provide“seamless

omnichannel

support”

.Thiswillenhanceresolutionspeedandaccuracy,andfreehumanagentstofocusontasksthatdemand“creativity,

problem-solvingandemotionalintelligence”

.However,this

shift

will

bring

challenges,among

themhowtobalanceautomationwithahumantouch.Olejko

saysthemostsuccessfulbrandswilluseAInotasareplacementbutasanenabler,“equippinghuman“CXisevolving

faster

thaneverandembracingnew

trends

and

stayingaheadof

the

curve

isnot

justanexciting

challenge

–it’s

essential.”ClaireHillCustomeroperationsdirectorforTravelCounsellorsalsorefocusingandadoptingcomprehensivedatagovernancestrategiesaroundsuchunstructureddata,”she

continues.AlthoughAIanddataareinextricablylinked,asatrend,dataanalyticsdroppedfromfirsttoseventhmost

selected

response

for

practitioners

in2025.Dassays

that

this

result“does

not

indicate

a

decrease

in

its

importance,ratherashiftinperception”

.ForewordandabouttherespondentsGettingtoknowthe

customerof2025CX

and

thewiderorganizationTheimpactof

technologyonCXA

snapshot

ofCX

spending11CXin2024

CXin2025

Conclusion“In

2025andbeyond,

thebrands

that

win

willbe

those

thatmaster

theartof

blending

AI-drivenintelligence

withhumanintuition,deliveringexperiences

thatarenotonlyefficientbutalsodeeplypersonal,

trust-driven

and

aboveall

human.”DominikOlejkoSeniorCXexecutiveandretailexpert“Organizationshaveinvestedprofuselyinextensivedatainfrastructuresoverthelastfewyearsandtoday,data-

drivendecision-makingisastandardpractice.However,

the

focus

has

now

shifted

to

how

AI

is

extracting

valuefrom

data,”she

explains.One

example

is

the2009release

of

Apache

Spark,designedtomeetNetflix’srisingdataprocessingrequirements.“Fast

forward

to

today,Netflix

creates

and

processes

data

on

an

exponentially

larger

scale.This

isjustoneexamplethatillustratesthefastgrowthindatavolumesacrossindustries.Thus,eventhoughnewertechnologiesareattheleadingedgeofinnovation,the

world

is

still

completely

reliant

on‘good

data’.AImodelscannotworkeffectivelywithouthigh-quality

data,highlightingtheneedofdatamanagementandgovernance,”Das

says.There’snoquestionthatdataanalyticsisstillapriority,

and

AIcanenhanceboththespeedandcapabilityforturninginsightsintoaction.Forexample,Forexample,

SalesforcechosetheCoveoAI-Relevance™Platformtohelpunifyfragmentedsystems.Thepartnershipaimstotransformcustomerservice,with

Coveo

contextualizing

vast

amounts

of

content

forinteractionsusingbehavioralrelevanceandSalesforcedata.TheimpactofGettingtoknowtheCX

and

thetechnologyonCXcustomerof2025widerorganizationCASESTUDYONEForewordandabouttherespondentsA

snapshot

ofCX

spending12ConclusionCXin2024CXin2025Onhowpractitionersarepreparingforthesetrendsthemajority(64percent)saidtheyarefacilitatingteam

trainingandskillsdevelopment.Thiswasfollowedbyinvesting

in

new

tools(54percent),

collaborating

with

new/differentdepartments(46percent),conducting

marketresearchandcompetitoranalysis(39

percent)and

recruiting

for

specific

skillsets(27percent).Claire

Hill,customer

operations

director

for

TravelCounsellors

and

a

CX

Network

Advisory

Board

member,says

that

as

AI

plays

an

ever-greater

role

in

CX

Travel

Counsellors

is

embracing

the

future

by

focusing

on

skills

development,collaboration,responsibleAIutilizationandbuildingstrongerconnectionsacrossdepartments.Supportingallofthisistherealizationthatthepersonal

touchremainsessentialandseamlesscollaborationbetween

humans

and

machines

is

key.“CX

is

aboutpeople,both

customers

and

employees,”Hill

says.“CX

is

evolving

faster

than

ever

and

embracing

newtrendsandstayingaheadofthecurveisnot

justanexciting

challenge–it’s

essential.Sharing

learningsand

expertise

is

a

key

part

of

our

role

as

practitioners,enabling

us

to

shape

how

CX

should

look

in

the

years

tocome,”Hillexplains.“Ifexecutivesaren’talignedacrosstheorganization,theeffort

will

feel

andbe

disjointed.”AnnetteFranzCCPX,FounderandCEOofCXJourney

IncAreal-lifeexampleofapplyingthispartnershipcomes

fromXero,aSaaSproviderthatintegratesCoveo’sRelevanceGenerativeAnsweringwithSalesforceCloud.

ThisledXerotoreducecases

requiring

liveassistanceby22percent.In

fact,more

than

95

percent

of

queriesarenowresolvedwithself-service,acomponentofsupportthatistrendingwithcustomerslookingfor

greaterefficiencyandresponsiveness.In

addition,Dell

Inc.

uses

Coveo’s

intent

box

acrossfive

use

cases—one

of

which

is

its

support

portal,

usedbymultilingualandmultiregionalaudiences.Theservicepagedrawsfrom

manysources,includingSalesforceknowledge,communityforums

anddriverlibrariestogenerateresponses,evenforcomplex

issues.Others

are

also

seeing

positive

results.

F5

Networks,anetworksecuritycompany,deployedtheCoveo-Salesforcepartnershipandsawdouble-digitimprovements

in

self-service.Similarly,Forcepointexperienceda60percentincreaseincasedeflection

afterimplementingCoveo’sgenerativeansweringwithinitssupportservice.Theseexamplesdemonstrate

howorganizationsarerespondingtoincreasingexpectationsamongcustomers.AI’sriseanddata’s

declineinthesurveyresultsarenot

indicative

oftheimportance

of

customer

insights

in

this

new

era

—AI

isrelevanttobigdata.“Data

without

AI

is

worthless

and

AI

without

data

ispointless,”says

Bala

Subramanian,head

of

ServiceCloudProductManagementatSalesforce.Howpractitionersarepreparingforthetop

CX

trendsForewordandabouttherespondentsGettingtoknowthe

customerof2025CX

and

thewiderorganizationTheimpactof

technologyonCXA

snapshot

ofCX

spending13CXin2024CXin2025ConclusionToembracetheAItrendsoutlinedinFigure6,HillsaysethicalAIpracticesareamust.AtTravelCounsellors,CX

leaders

are

proactively

addressing

the

risks

that

AI

brings

byimplementingrobustpreventativemeasuresandkeeping

data

safe.To

strengthen

efforts,they

are

alsoappointingAIsubjectmatterexpertstocomplementthe

newskillsbeingcultivatedwithinteams.Elsewhereinthe2025results,77percentof

practitioners

said

the

need

to

collabor