2025年全球客户体验状况

2025STATE OF CX 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 The impact of technology on CX Foreword and about the respondents 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?Figure 5.In which industry do you operate?page 4page 4page 5page 5page 6 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 securityWhat’s influencing customer behavior?page 26page 26page 27page 28 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 challengeOvercoming the challenges in datapage 9page 10page 13page 14page 14 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 cultureFigure 14.The top skills practitioners trained their workforce in last yearSupporting CX and professional developmentpage 30page 31page 31page 32page 33page 33 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 growthFigure 9.Investment priorities for CX in 2025Figure 10.The 10 most common obstacles for bringing CX investments to lifepage 15page 16page 17page 17page 18page 19 Conclusion page 39 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 toservice provision, CX has changed dramatically, but still the age-old problems of provingimpact and delivering white glove service at scale, remain. 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 CXpractitioner, and the behavior of customers. 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,analysts and consultants from around the world, between October and December 2024. 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 andmanage experiences can drive more impactful and measurable results and explains howto take action in your organization to embrace the biggest trends and mitigate the mostsignificant risks. 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,investing for success and harnessing major developments to drive the recognition andsuccess of the CX function. 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 Which title best describes yourcurrent role? 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 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 the 2025 report, this section details the locations, departments, seniorityand job functions of t