In the new year, customer experience will remain a high priority for marketers. The objective will be consistent with that of previous years: omnichannel journeys that are fluid, flexible and adapted to customer preferences. Of course, these preferences change.
One of the biggest changes next year won’t happen at customer touchpoints. This will happen in the way marketers and organizations view customer experience. Customer experience is widely expected to have a greater impact on businesses this year, playing a much larger role in revenue generation and customer acquisition. Here are some of the ways marketers will adjust and leverage customer experience to achieve these goals in 2025.
CX Alignment to Build Trust and Brand Recognition
Customer experience is synonymous with engagement. Optimizing these engagements means strengthening all areas of the journey, from branding to purchase opportunities and post-purchase loyalty. In the coming year, marketers will look to drive customer experience to achieve all of the above goals.
“Creating a consistent, useful experience across all channels is key to building trust, building brand recognition and standing out in a crowded marketplace,” said Karissa Sachs, vice president of marketing for the recruiting consultancy. Cella. “Marketers will need to ensure their martech stack is properly integrated and optimized throughout the customer journey to provide a clear view of customer behavior, preferences and past interactions to drive higher engagement and conversions. strategic.
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Appoint CX leaders
For many businesses in competitive industries, improving customer experience will mean appointing a CX leader within the organization.
“In 2025, brands will continue to create connected experiences, but those that succeed will enter them with a new mindset,” said Britt Mills, vice president of CX solutions at digital consultancy Bridgenext. “To do this, brands will need to appoint a CX leader to define this “CX North Star” and evangelize the entire organization. Without this alignment, even the most polished customer interactions risk falling short of expectations, posing a major challenge for organizations.
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Focus on results
As brands strive for more targeted engagements in the new year, marketers will depend on metrics to measure results.
“Branded content will undergo a redefinition in 2025,” said Joseph Perello, founder and CEO of creator marketing platform Props. “Success will no longer be measured solely by vanity metrics like impressions or engagement rates. Instead, marketers will focus on the results that really matter, such as conversions, customer acquisition, and community building.
Perello predicts that brands will shift from traditional scripted ads to more relevant, customer-centric content.
“By putting audiences first and focusing on storytelling that fosters trust and emotional connection, brands will redefine how they engage customers, driving deeper loyalty and greater impact throughout the entire experience. marketing funnel,” he said.
Some also see the pendulum swinging away from social media platforms and advertisements to invest more in directly owned websites.
“In 2025, as social media platforms evolve with stricter content moderation and changing algorithms, brands, businesses, and the growing creator economy will find it increasingly difficult to reach their ideal audiences,” said Rachel Sterling, chief marketing officer of domain name technology company Identity Digital. . “The result? A greater emphasis on owning and controlling your own narrative. Rather than relying solely on platforms where viewability can be unpredictable, brands will look to websites with descriptive domains that directly reflect their value propositions. These areas will serve as the key to making meaningful connections to products, services, and additional content without risking getting lost in the noise of social media feeds.
Customer Education
Another way to develop the relationship is through educational experiences, especially in the B2B space.
Frances Kleven, senior director of core customer experience at online learning company LearnUpon, explains: “Organizations will need to stand out by describing and then presenting a clear vision of what their customers can achieve using their products. Increasingly, the space will be defined not by features and functions but by the problems that the tools solve for the companies that use them.
Kleven adds: “To drive value, CRM/CSPs will need to be deeply integrated into the customer training technology stack so that customer training data can drive revenue insights.
Optimizing the customer experience with digital twins
Data is already an important part of ensuring customer experiences are connected and seamless. In the new year, more marketers will test an emerging data strategy to optimize CX: digital twins.
“By 2025, the concept of digital twins – virtual replicas of customers built from large amounts of data – will become the cornerstone of customer experience strategy,” said Radi Hindawi, senior vice president of success and enterprise services at customer experience company InMoment.
Hindawi explained: “These models reflect the behaviors, preferences and needs of real customers, allowing businesses to personalize interactions and predict future actions with remarkable accuracy. In practical terms, they will allow companies to test and refine CX designs before launching them into the real world, providing a risk-free environment to experiment with new strategies.
These models will draw on structured and unstructured data, ranging from transaction histories to social media activity and connected home devices. Companies will use them to anticipate how segments will respond to customer experiences, marketing campaigns and product improvements and allocate budgets accordingly, Hindawi said.
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Hyper-personalization for customer success
Real-time data and the ability to leverage it through customer experience will give brands the ability to provide personalized service in the year ahead.
“Customer success platforms will no longer rely on static playbooks,” Hindawi said. “Real-time data from every interaction – whether in-store visits, online behaviors or product usage – will be unified to create dynamic, individualized customer journeys. These “segment of one” frameworks will become the norm, as businesses use AI-driven tools to anticipate customer actions and provide individualized recommendations and offers at the precise moment they are most relevant. »
