Here are the 10 questions we asked—and the answers that are shaping the future of CX.
What is the biggest priority for your CX strategy in 2025?
🥇 “Improving resolution speed and first contact success.”
- 64% chose this as their top priority.
- 21% said “embedding empathy into all channels.”
- 15% focused on “scaling AI and automation.”
✅ Insight: Speed still wins—but not at the cost of human experience.
Which channel do your customers prefer most for complex queries?
- 62% said phone/live agent.
- 18% said webchat with agent.
- 13% opted for email.
- 7% noted messaging apps (e.g., WhatsApp, Facebook Messenger).
📞 Voice is far from dead—it's still the go-to for emotion-heavy interactions.
How confident are you in your organisation’s AI tools delivering good CX?
- Only 29% are “very confident.”
- 47% are “somewhat confident.”
- 24% are “not confident at all.”
🤖 AI adoption is growing, but trust and results haven’t caught up yet.
What’s the #1 complaint your customers report?
- 41%: “Having to repeat information across channels”
- 28%: “Long wait times”
- 16%: “Getting passed between agents or bots”
- 15%: “Unhelpful self-service tools”
😤 Consistency and context across channels is still the #1 battlefield.
Which generation is hardest to please in CX terms?
- 39%: Gen Z (18–26)
- 28%: Boomers (60+)
- 21%: Millennials (27–42)
- 12%: Gen X (43–59)
🧬 Gen Z expects instant service, hyper-personalisation, and seamless switching between channels.
What percentage of your customer journeys now include automation or AI at some point?
- 72% say “over half” of journeys include AI or automation.
- 18% say “less than half.”
- 10% say “almost none.”
⚙️ Automation is no longer a novelty—it’s a default.
How many customers do you estimate would leave after one bad experience?
- 42% believe at least 1 in 3 customers would churn after a single negative touchpoint.
- 33% say the risk is even higher.
- Only 9% said customers would give more than 2 chances.
🚨 One shot. That’s what most brands get.
How important is empathy in contact centre interactions today?
- 88% say it’s “as important as speed or resolution.”
- 9% say “less important”.
- 3% believe it’s “overrated.”
💡 Empathy has graduated from a “nice-to-have” to a business imperative.
Do you measure emotional outcomes in your CX analytics?
- 34%: Yes, we use sentiment scoring or emotion metrics.
- 49%: No, but we plan to.
- 17%: No, and we don't plan to.
📈 The next frontier of CX analytics isn’t just speed or NPS—it’s emotional connection.
What makes customers feel truly valued?
(Multiple responses allowed)
- 72%: Not wasting their time / fast help
- 64%: Being remembered / recognised
- 57%: Receiving personalised experiences
- 39%: Being treated like a human, not a ticket
💬 Respect, relevance, and responsiveness remain the holy trinity of CX.
🧭 Final Word: The CX Equation in 2025
The formula for success, according to CX professionals?
Empathy + Speed + Seamless Tech + Real Human Options = Loyalty
Organisations that treat contact moments as trust-building opportunities—rather than costs—will not just survive but lead.
Are you looking to boss your CX strategy? We're always here to offer free and impartial advice - just get in touch
