Recent findings from the 2025 Consumer Trends Report published by Qualtrics have revealed that a staggering $3.8 trillion globally is at risk due to inadequate customer experiences. The report, released in October, outlines a troubling trend for businesses, particularly as customer expectations continue to evolve amid increasing concerns over privacy and communication.
Isabelle Zdatny, XMP, CCXP, head of thought leadership at Qualtrics XM Institute, discussed the report's findings in an interview on CX Lore, the podcast of Customer Experience Magazine. Zdatny noted that this projected loss has increased from an already significant $3.7 trillion last year and $3.1 trillion in 2022. This upward trend indicates a growing urgency for businesses to reassess how they connect with their customers.
One of the critical obstacles highlighted in the report is the challenge of communication. Zdatny emphasised that the primary factor contributing to negative customer experiences is poor communication strategies. “The number one cause of bad experiences was communications,” she stated, pointing out that many companies are failing to effectively convey transparent and reliable messages to their clients. Zdatny also stressed the importance of building trust with consumers, particularly as businesses strive to meet demands for more personalised services.
Despite the consistency in the call for personalised customer experiences, the findings convey a nuanced perspective. While two-thirds of customers expressed a desire for companies to tailor their experiences to individual needs, over half of the respondents indicated a high level of concern regarding privacy. Only 45% of consumers felt comfortable with companies utilising their purchase history to refine services. “This stems from a lack of trust. I think we need to prioritise transparency and control,” Zdatny asserted.
The report also revealed that planning customer experience strategies could face additional challenges due to a notable decline in customer feedback. Over the past four years, the frequency of consumer feedback after a bad experience has seen an unprecedented drop, with an 8% decrease reported this year alone. This trend is compounded by a general decline in the number of customers posting comments, reviews, or recommendations on platforms designed for sharing experiences.
Zdatny commented on the implications of this trend, explaining that the decline in feedback is indicative of a waning trust between customers and brands. “It’s a reflection of that erosion of trust,” she said, highlighting how a perceived lack of responsiveness from companies contributes to consumer reluctance to share valuable feedback.
As the landscape of customer experience continues to shift, companies face the dual challenge of not only addressing communication and privacy concerns but also rebuilding the vital trust that underpins customer relationships. The findings presented in the Qualtrics report underscore the urgent need for businesses to adapt and innovate in response to the evolving expectations of their clientele.
For further insights from Zdatny on topics such as consumer trends, data management, and leadership in customer experience, a full discussion is available through the podcast.
Source: Noah Wire Services