2030年客户体验：全渠道联络中心的未来

Intro In 2023, 57% of consumers felt their experiences with businesses were getting worse.In 2024, 55% expressed that sobering sentiment. Unfortunately, that slight improvement was not the start of a course correction.According to CCW Digital’s 2025 Consumer Preferences Survey, an alarming 59% now feel that experiences are headed in the wrong direction. The regression is unsurprising. In addition to experiencing many of thesamepain pointsthey have for years, including long wait times, repetitive questions,and impersonal interactions, consumers are encountering new challenges andreservations related to artificial intelligence (AI). Indeed, the technology that wassupposed to alleviate customer frustration is only exacerbating the ill will. Clearly, brands are doing enough to “compete on the customer experience.” They arenot doing enough to make their promises of “customer centricity” a reality. Enough is enough. It is time to elevate the customer experience. It is time to turnthe customer contact operation into a legitimate “value center.” It is time to deploytechnology that actually helps customers. It is time to cultivate the happy agents whocreate happy customers. To support these efforts, CCW Digital will not simply use the pages of this MarketStudy to report the incriminating data from the Consumer Preferences Survey. Instead,it will extract actionable takeaways from the information. These takeaways will paint apicture of where customer experiences and contact center operationsneed to goas2030 approaches. Table of Contents 2Intro4Methodology & Demographics4About the Author5Key Findings6New Year, Same Struggles: The Sad State of the Customer Experience10The AI Question: Acceptance Remains a Challenge15The Future of the Human Touch: What Role Will Employees Play in the CX of 2030?20Portrait of the Modern Customer: Preferences, Proclivities, and Priorities27Rules of Engagement | Unlocking The Power of AI in the CX of 2030323 AI Mistakes That Must Be Solved Before 203036CX of 2030: 4 Actions To Win In The Age Of Zero Patience422025 Editorial Calendar43Meet the Team Methodology & Demographics To assess present and future customer experiences, CCW Digital issued its annual ConsumerPreferences Survey in May 2025. The inquiry polled an audience of adult US consumers ontheir thoughts, hopes, and reservations when interacting with businesses. The respondent audience included substantial representation for all age ranges and incomelevels, ensuring a fair and accurate portrayal of the modern-day consumer. Audience targeting and question phrasing was designed to accommodate apples-to-applescomparisons with Consumer Preferences Surveys from past years. About the Author Brian Cantor Principal Analyst, CCW Digital Customer Management Practice Brian Cantor is the principal analyst and director for CCW Digital, the global online communityand research hub for customer contact professionals. In his role, Brian leads all customerexperience, contact center, technology, and employee engagement research initiativesfor CCW. CCW Digital’s articles, special reports, commentaries, infographics, executiveinterviews, webinars, and online events reach a community of over 180,000. A passionate advocate for customer centricity, Brian regularly speaks on major CXconference agendas. He also advises organizations on customer experience andbusiness development strategies. Key Findings 2Consumers are also experiencing many of the same pain points; as was the case in2024, upwards of 40% of customersfrequentlyface difficulty reaching a live agent,long wait times, unhelpful automation tools, and repetitive questioning. 3The stakes of these unremarkable experiences are significant: the majority ofconsumers feel moderately or even significantly upset when an interaction goeswrong. More than 57% will communicate that frustration to family, friends, and/orcoworkers, and nearly 53% will try switching to a competitor. 4A staggering 91% feel brands are increasingly forcing them to use AI-based self-service. Considering just 15% trust chatbots for customer service (compared with 17%in 2024), this overreliance on AI feels particularly anti-customer. The disappointment goes beyond chatbots; in general, just 29% feel AI has thus farelevated customer experiences. Granted, some customersareoptimistic. Though they have not yet seen a positiveimpact, 36% believe one may be coming in the future. 9Although they prefer employees to chatbots, consumers are not over-the-moonabout the care they receive from agents. The majority believe today’s agentslack enthusiasm, knowledge, and focus for the brands, issues, and customersthey are serving. 10Viewing sympathy as a two-way street, the majority of consumers feel bad aboutthe various challenges employees may face on a daily basis. Nonetheless, most stilldemand stellar performance, if not from the individual employee then at least fromthe greater business. 12The enduring confidence in teleph