Qualtrics has released its 2025 Consumer Experience Trends report, revealing shifting consumer behaviours that pose challenges for businesses. Drawing on insights from nearly 24,000 consumers across 23 countries, the report highlights key trends for the coming year.
Higher Expectations, Lower Loyalty
Despite fewer negative experiences, consumers are quicker to cut spending after poor interactions. Companies, especially those selling discretionary products, face a growing challenge as customers are more inclined to switch to alternatives if expectations aren’t met.
Feedback at an All-Time Low
Consumers are less likely than ever to share their experiences with companies. Compared to previous years, feedback for both positive and negative experiences has dropped significantly. Less than a third of customers provide direct feedback, preferring to discuss experiences with friends and family instead.
AI Skepticism
While companies are eager to integrate AI into customer interactions, consumers remain wary. Only 26% trust organisations to use AI responsibly, and over half (51%) express concern about the lack of human touch in AI-driven interactions.
Demand for Privacy and Personalisation
Consumers desire personalised experiences but are reluctant to share the data needed for customisation. A mere 27% are comfortable with companies using unsolicited data, placing businesses in a delicate position as they strive to balance privacy concerns with the demand for personalisation.
Back to Basics
Consumers’ trust in a company is more valuable than speed or convenience. To retain loyalty, businesses must fulfill basic commitments consistently, as trust is strongly linked to repeat purchases and customer recommendations.
In 2025, organisations will need to focus on maintaining trust and proving their reliability, particularly as consumers grow more selective in their spending.