2025年全球客户体验状况

How CX trends, practitioner spending, new technology and customer behaviors are changing CX INSIDE How AI is transforming operations and the challenges in dataFinding new ways to link CX to business growthThe factors driving customer decision-making and what’s influencing their behavior Contents and table of figures Foreword and about the respondents page 21page 22page 23 Figure 1.I am…Figure 2.Which title best describes your current role?Figure 3.Which geographic regions are you responsible for?Figure 4.In which functions/ departments do you sit? Overcoming the challenges in dataWith great AI comes great responsibilityGenerative and agentic AI can transform engagement Getting to know the customer of 2025 CX in 2025: AI is transforming operations Rethinking sustainabilityFigure 11.The 10 customer behaviors that influenced CX planning for 2025Customers understand AI and data security Figure 6.Top 10 trends changing the role of the CX practitioner in 2025Figure 7.The CX challenges influencing the role of CX practitioners in 2025How practitioners are preparing for the top CX trendsCompeting priorities are still a major challenge CX and the wider organization Figure 12.The top strategic CX aims for organizations in 2025Aligning strategic aims and investment prioritiesFigure 13.How organizations describe the maturity of their CX management strategyCX maturity and business culture A snapshot of CX spending Figure 8.Annual budgets for CX management solutions (US$)Automation and AI/ML are top investment prioritiesBusiness continuity is back on the list of investment prioritiesFinding new ways to link CX to business growth Foreword In recent years, an end-to-end customer experience has been supercharged bya number of cutting-edge AI-powered tools, which have ushered in a new era ofcapability and accountability for customer-focused operations. From journey design to Together, these trends have heightened the importance of customer data, which cannow 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 The Global State of CX 2025 is based on the findings of CX Network’s Global State ofCX survey, completed by 353 CX practitioners, service leaders, experience designers, The 10th edition of CX Network’s Global State of CX examines the top CX trends andchallenges, customer behaviors, budget allocations and technologies shaping an end-to-end customer experience. It looks at how those who work to design, enhance and With analysis and guidance from a panel of 15 practitioners, consultants and businessowners around the world, this edition of the Global State of CX provides CX communitiesin all markets with information on how their peers and competitors are approaching CX, About the respondents CX Network’s annual Global State of CX survey allows our network members to share their observations andexperiences on the trends, tech developments, customer behaviors and spending priorities shaping theirwork and their ability to deliver superior customer experiences in the current trading environment. Figure 2 The 2025 Global State of CX Research Report is based on the findings of our Global State survey, completedby our network members between October and December 2024. This year, the survey was completed by 353CX practitioners, service leaders, experience designers, analysts, authors and consultants from around the To contextualize the findings in the 2025 report, this section details the locations, departments, seniorityand job functions of the survey respondents. Please note that due to rounding throughout this report, some About the 2025 analysts To support our analysis of the Global State of CX 2025 survey, CX Network interviewed… CX IN2025AI is transforming operations INSIDE THIS SECTION How practitioners are preparing for the top CX trendsCompeting priorities are still a major challenge Figure 6.Top 10 trends changing the role of the CX practitioner in 2025Figure 7.The CX challenges influencing the role of CX practitioners in 2025 CX in 2025: AI is transforming operations In 2024, the availability of new and more sophisticatedtools elevated the importance of artificial intelligence(AI) in CX and, for the first time since starting our GlobalState research in 2016, AI dominated the top 10 trends(see Figure 6). This continued in 2025. When we asked Following the recent arrival of agentic AI and copilots,the top trend emerged as AI-powered technologies foroperations, selected by 35 percent of respondents and the fifth most selected response. As we saw in 2024, onlytwo of the top 10 responses were not directly relatedto technology: customer loyalty and retention, and Tied in second place, generative AI chatbots andvirtual assistants, and customer loyalty and retentionboth received 25 percent of the vote. Automation (23 Companies must be strategic and thoughtful aboutapplyi