2025年客户体验与商业趋势

Table of contentsExecutive summaryIntroductionAbout this reportThe TakeTrends we anticipate in 2025Trend 1: The pace of innovation will accelerate, increasing its impact onCX spendingFigure 1: Key attributes driving CX vendor selectionsTrend 2: Improved focus on data strategies for agentic AI will drive digitalmaturity advancementsFigure 2: Business value of intelligent experiencesTrend 3: Increasing acceptance of personalization balanced with privacy will fuelmomentum for first-party dataFigure 3: Personalization vs. privacy: Shifting toward personalization for the first timeTrend 4: Consumer brands will prioritize the creator economy in theirmarketing budgetsFigure 4: Content supply chain feedback loop improves revenue generationTrend 5: Unified commerce and shoppable media will transform the modern buyingexperienceFigure 5: Consumer desires and merchant strategies for improved commerce experiencesTrend 6: The convergence of action, planning and platform capabilities willdefine marketing successFigure 6: Top three marketing technology priorities for the future are action,data and project planningTrend 7: Technology will turn service into the new marketingTrend 8: Businesses will prioritize advanced authentication to enable secureand convenient digital experiencesFigure 7: Striking a balance between security and CX is a challenge for most organizations 4555678991011111213131414152025 Trends in Customer Experience & Commerce| 2spglobal.com/marketintelligence Table of contentsTrend 9: Trusted communications will become table stakes for enabling securedigital experiencesFigure 8: Abusive practices such as robocalls and spam SMS can influenceconsumer behaviorTrend 10: The new middle office and its effectiveness in revenue managementFigure 9: Top IT-led digital transformation initiatives over the next two to three yearsMethodologyFurther readingAbout the authors 161617171818192025 Trends in Customer Experience & Commerce| 3spglobal.com/marketintelligence Executive summaryIntroductionAs we approach 2025, customer experience (CX)and technology investments are set for significanttransformation. Generative AI (GenAI) is anticipated tosignificantly alter how organizations allocate resourcesand plan their technological strategies. This trendis complemented by a growing emphasis on digitalmaturity and data strategies, as businesses striveto effectively harness data to enhance customerengagement and operational efficiency. The balancebetween personalization and privacy will also be critical,as companies navigate consumer expectations fortailored experiences while adhering to stringent dataprotection regulations.The creator economy is reshaping marketing, offeringbrands new ways to connect with consumers throughauthentic content. The rise of unified commerceand shoppable media indicates a shift toward moreintegrated shopping experiences, where digital andphysical channels converge. Additionally, advancementsin customer service technology will play a pivotal role inshaping brand perception, as organizations increasinglyrecognize the importance of delivering exceptionalsupport to foster customer loyalty. Collectively, thesetrends signal a transformative period for businesses,necessitating strategic foresight and adaptability tothrive in an ever-evolving market environment.Furthermore, the convergence of these trendshighlights the necessity for organizations to adoptan agile mindset that will enable them to pivot swiftlyin response to market changes. Unified commerce isemerging as a vital component as it seeks to integratevarious sales channels — both online and offline —into a cohesive shopping experience. This integrationallows businesses to provide seamless interactions,ensuring that customers can transition effortlesslybetween different platforms and touchpoints. Byleveraging unified commerce strategies, organizationscan enhance customer satisfaction and loyalty asthey deliver consistent and personalized experiences.The ability to synthesize data will improve agentic AIinitiatives by empowering businesses to anticipatecustomer needs and preferences more accurately.This forward-looking approach will facilitate innovationin product offerings and service delivery, allowingcompanies to maintain a competitive edge. About this reportReports such as this showcase insights derived froma variety of market-level research inputs, includingfinancial data, M&A information and other marketdata sources both proprietary to S&P Global andpublicly available. This input is combined with ongoingobservation of markets and regular interaction withvendors and other key market players.This report specifically includes data from the followingsources:–S&P Global Technology Demand Indicator Q32024– a representation of near-term intention tospend money on technology among businessesand consumers, based on a composite of surveyresponses from individuals driving technologyspending decisions in both categories.–Voice of the Connected User Lands