In the wake of a challenging period for customer experience (CX), the year 2025 is set to present both difficulties and opportunities for companies striving to differentiate themselves in an increasingly crowded market. Recent analysis by Forrester Research reveals that 2024 has seen CX quality reach an all-time low, prompting reflections on the causes of such widespread mediocrity.
According to Forrester’s Customer Experience Index (CX Index™), the once-available “low-hanging fruit” of easy wins in improving CX have largely been depleted. Leaders in the business realm, who might have interpreted the resilience of stock performance amid declining CX as a green light to maintain the status quo, could inadvertently be fostering an environment ripe for disruption. The prevailing message indicates that companies committed to enhancing their CX will gain a definitive competitive advantage in a market characterised by complacency.
Looking forward, Forrester’s predictions for CX in 2025 highlight several key trends that leaders should be aware of. First, the integration of generative artificial intelligence (AI) is expected to result in significant shifts within the contact centre outsourcing market, which currently facilitates 62% of global brand interactions. The automation capabilities of generative AI will likely displace 100,000 frontline agents employed by major global outsourcing firms, reducing the reliance on traditional labour arbitrage models. Speaking to Destination CRM Magazine, Christina McAllister, a senior analyst at Forrester, noted that the ongoing evolution of industries necessitates companies to partner with outsourcers that embrace emerging technologies as a means of progression rather than a threat to human roles.
Another area to watch is the ongoing push for digital accessibility, especially with the impending June 2025 deadline for the European Accessibility Act. Despite many design professionals indicating company support for digital accessibility, Forrester predicts that only half of organisational efforts will result in significant CX enhancements. A tendency towards superficial fixes, rather than deep-rooted changes embedded into the design process, risks leaving many users without genuine access improvements.
Further complicating the technology landscape, one in four CX teams is anticipated to eliminate underutilised tools, favouring comprehensive enterprise suites that meet their core needs. Typically, teams leverage an average of four separate technologies, which often leads to redundancy. Many IT departments are seeking to streamline software expenditures, and more proactive CX leaders will respond by prioritising function-driven procurement strategies. This approach entails focusing on specific technological capabilities that directly address current business challenges, potentially yielding a more effective allocation of resources.
As 2025 approaches, the dichotomy of challenges and opportunities in the CX landscape becomes evident. The key for businesses will be a commitment to not only understanding but striving to exceed customer expectations through strategic investments in quality improvements and the thoughtful application of emerging technologies. Christina McAllister's insights from Forrester Research suggest that taking bold steps toward these goals could yield significant rewards as organisations aim to navigate an ever-evolving market.
Source: Noah Wire Services