2024 was a whirlwind year for customer experience. From unexpected shifts in customer expectations to innovative ways brands are connecting, CX felt more dynamic than ever. But what does all this mean for 2025?

In this post, I’m breaking down the biggest CX trends we saw this year and sharing what we can expect around the corner. Whether you’re aiming to deepen customer loyalty or stay on top of the next big thing, let’s dive into what’s driving CX forward.

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What are customer experience trends
Customer experience trends of 2024
Customer experience trends of 2025
The right tool to predict CX trend

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What are Customer Experience Trends?

Customer experience (CX) trends are patterns or shifts in consumer behavior and preferences that significantly impact how businesses interact with their customers.

There are various factors that drive these trends. Technological advancements, changes in consumer expectations, and broader societal changes are a few to list.

For instance, the rise of social media and mobile technology has led to the trend of omnichannel customer experience, where businesses strive to provide a seamless and consistent experience across multiple channels. Similarly, advancements in artificial intelligence have given rise to trends like AI-powered chatbots and virtual assistants.

Customer experience trends are not static. They evolve over time as new technologies emerge and consumer expectations change. Therefore, businesses need to stay abreast of the latest trends to ensure they are meeting their customer’s needs and expectations.

5 Customer Experience Trends in 2024

The year is almost ending, and the following are some of the trends I have noticed with respect to customer experience. See if you have done any of the below.

1. Hyper-Personalization

Hyper-personalization is at the forefront of CX strategies. Traditional personalizing relies on broad customer segments. However, what happened in 2024 was a huge adoption of AI for personalization.

For instance, e-commerce platforms like Amazon use AI to analyze past purchases and browsing behavior. Building on these, they will recommend products uniquely suited to each user. This level of customization can lead to a 10-15% increase in revenue, as highlighted by research from McKinsey & Company.

2. Omnichannel Experiences

Omnichannel experience has been the talk of the industry for quite a while now. However, this year, I have noticed more and more companies striving to provide a consistent experience across all channels.

To give you a proper idea, consider this example. A customer initially interacted with the brand with the Instagram profile. The customer then receives a follow-up email about a product they view and then completes their purchase on the website. If, at each point of these customer interactions, the experience varied, then conversion wouldn't have happened.

Brands providing these fluid experiences tend to see higher customer satisfaction and loyalty. In fact, statistics show that omnichannel customers spend significantly more than 4% in physical stores and 10% more online.

3. Rise of AI and Chatbots

AI is transforming CX by enhancing customer service through chatbots that offer 24/7 support. Earlier, Chatbots used to have a predefined reply to customer queries, but now it's responsive. Depending on what the customer query is, it can help provide relevant solutions.

One company that has implemented AI chatbots is H&M. They use it to assist customers with product inquiries and order tracking instantly. This not only improves response times but also allows human agents to focus on more complex issues.

According to a study, nearly 68% of customers appreciate the quick responses provided by chatbots.

4. Emotional Engagement

Building emotional connections with customers is becoming increasingly important. Brands that resonate emotionally with their audience tend to foster loyalty and advocacy.

Think Nike’s inspirational campaigns - especially the one that promotes the hardship of women in sports. It's memorable and respectful and creates an emotion within customers.

A positive emotional experience can be the one thing that could make your business go sky-high.

5. Immersive Technologies: AR/VR

I think these are more relevant for e-commerce customer experience. From trying on new spectacles to trying out clothes - all without leaving your comfort. This is how AR and VR are disrupting the industry.

For example, IKEA's app allows customers to visualize furniture in their homes using AR technology. This significantly reduces uncertainty and boosts confidence in purchasing decisions.

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4 Customer Experience Trends for 2025 - Predictions

These are merely some predictions from my side. I have closely looked at how the customer experience is evolving over time, and from what I have observed following are some CX trends I foresee.

PS: This can change depending on the new technologies releasing in the coming days. Please keep this in mind while reading through the following.

1. Advanced AI Integration

Gen AI has been the star of the year, and you can expect more in the coming year. From personalized marketing to focused customer support, the use cases are many.

In my opinion, ultimately, we will be able to do things that would help us understand customer preferences and even anticipate needs. So, be on the lookout for new product releases...as I suggested, the possibilities are limitless.

2. Journey Orchestration

What I have seen over the years is that the customer journey is becoming intricate. There are a lot of channels and touchpoints to consider. If you or I want to provide a consistent CX, then we need to know what exactly the touchpoints are.

So, I presume there could be a high demand for customer journey mapping tools. These tools can be the catalyst to understand all key touchpoints and offer a consistent experience. This way, every customer interaction feels connected and relevant to previous experience.

3. Sustainability as a Core Value

This CX trend is definitely happening in the next year. Our world is in shambles, from the drastic change in climate to the depleting ecosystem, the list goes on.

Our consumers are more aware of the importance of being sustainable, now more than ever. So, I suggest including eco-friendly practices into your CX strategies.

Take Patagonia for example. They are one of those companies leading the way to an eco-friendly CX. A few of their sustainable practices are -

Around 94% of Patagonia's products are made out of recycled material such as polyester.
They have invested in renewable energy projects and reforestation initiatives to offset carbon emissions from its operations.
Their packaging designs are eco-friendly, reducing material consumption and are reusable.

These resonate strongly with environmentally conscious consumers.

4. Voice Commerce Growth

This trend is already there, and people are aware of it. Voice technology has, though small-scale, redefined the online shopping experience.

We all know how voice-assistants like Amazon Alexa and Google Assistant can be used for purchasing. From ordering groceries to creating a wishlist, they can do them all.

We are saving countless times by scrolling through the products, reviews, and more. Just ask the AI assistant to do the heavy lifting and get on with our day-to-day tasks. The shopping experience can be exceptional.

By 2026, this market is projected to reach $30 billion, indicating a significant shift towards voice commerce.

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How Does SurveySparrow Help Understand These CX Trends?

If anyone has to cope with the changing needs of the market, they should invest in VoC tools. Because staying on top of trends or changing needs requires fresh data. There are websites that provide stats and research reports, but to get fresh data we will have to get our hands dirty. As in, we need to do our own research.

Enter SurveySparrow.

You can reach out to your customers through their preferred channels and collect feedback. Their advanced analytics feature - CogniVue - can spot hidden patterns and growing trends among your customers. Therefore, you will be able to proactively act on the trends and be prompt with CX.

surveysparrow-ai-powered-text-analytics-cognivue — CogniVue: Advanced text analytics platform

From understanding customer sentiments to key drivers of our business, the feature helps us clearly understand customer expectations and needs.

Trends can affect different customer segments in unique ways. Tools like SurveySparrow let us drill down into segmented data. Meaning? We can adjust our strategies for each customer group and meet them where they are.

chat surveys - survey method.png — Conversational type surveys in SurveySparrow

Traditional surveys can feel sterile, and responses may be surface-level. SurveySparrow’s conversational approach engages with respondents and encourages honest feedback. The more honest the feedback, the more relevant the data...implying better insights.

The list goes on.

If you are interested in trying out the tool, there's a free version you can use. You can create up to 3 surveys and receive 50 responses per month. While features like AI surveys are available with the free version, other top-tier ones are available with 14-day free trial.

Try out the tool and see if it fits you

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Top 9 Customer Experience Trends for 2024 and 2025