25 digital customer experience stats to know for 2025

If the digital customer experience (CX) trends of 2024 are any indication, 2025 promises to be a year defined by continued technological innovation. Generative AI (GenAI), voice technology and other automation tools are streamlining the customer journey and providing personalization and responsiveness at scale.

Below we highlight 25 digital customer experience stats that summarize 2024, and foreshadow the strategies businesses will use to elevate digital customer experience in the year ahead.

GenAI continues to be a top priority for CX leaders

• Organizations’ AI adoption jumped from 50%, where it has hovered for the past six years, to 72% in 2024. (McKinsey)
• This past year, 65% of organizations regularly used GenAI in at least one business function, nearly doubling last year’s usage percentage. (McKinsey)
• The most progress in GenAI adoption has been made in the area of text generation, with 46% of CX leaders at the piloting or deploying stage and 21% at the scaling up stage. (Everest Group, supported by TELUS Digital)
• When it comes to CX operations, leaders expect GenAI to have the most impact in improving operational efficiency (30%) followed by reducing costs (28%) and increasing call containment/improving customer satisfaction (19%). (Everest Group, supported by TELUS Digital)
• While CX leaders plan to invest heavily in GenAI solutions, they’re not doing so without considering potential risks: 22% were concerned about exposing their organization to data leakage risks and security threats, 20% were concerned about data security and privacy and 16% were concerned about meeting regulatory compliance. (Everest Group, supported by TELUS Digital)

Digital customer experience priorities in 2025

Discover the digital customer experience priorities of enterprise leaders with survey results from TELUS Digital, in collaboration with Statista.

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Consumers expect an elevated customer experience and organizations are keen to deliver it

• Customers’ expectations have risen to the point that 55% said, “Nothing excuses a bad customer experience”, and 54% would rather get stuck in a slow-moving traffic jam than endure a bad customer experience. (TELUS Digital)
• CX leaders are looking to level-up on delivering exceptional customer experiences, with 40% planning to increase their overall CX investments above inflation in the next 12 months. (Forrester)
• 84% of B2B decision makers categorize improving the customer experience as a high or critical priority for their organization. (Forrester)
• On average, customer-obsessed companies (those defined as putting the customer at the center of leadership, strategy and operations) have better customer retention (43%), higher profitability (33%) and higher revenue growth (28%). (Forrester)

Customer feedback continues to drive CX improvement

• When asked what is the single most important area of investment for improving the customer experience, 1-in-4 CX leaders said gathering and using customer feedback. (Execs In The Know)
• The methods CX leaders use to solicit customer sentiment and satisfaction vary, with surveys being by far the most popular. In fact, 84% of leaders rely on surveys compared to 48% who use quality assurance data, 41% who employ voice and text analytics, 36% who use social media content analysis and 34% who use unsolicited feedback like a website form. (Execs In The Know)

Personalization takes center stage (with room for improvement)

• 62% of customers would opt for a personalized customer experience over one that took less time. (TELUS Digital)
• When it comes to the level of personalization customers expect, 70% say it’s important for brands to know who they are and their history, including past purchases, customer service interactions, buying patterns and more. (Shep Hyken)
• Consumers not only want personalized interactions, 62% want to derive economic value from them by saving money, getting something for free or feeling like they’re paying a fair price for the products or services they’re receiving. (Forrester)

Brands should not overlook leveraging voice technology

• Advancements in GenAI have increasingly improved voice technology experiences, and consumers are paying attention: 25% tried voice tech for the first time this past year, and 81% responded that they use it daily or weekly. (TELUS Digital)
• Brands that incorporate voice tech into their customer engagement channels are proving appealing to consumers, with 58% stating they would be incentivized to try a brand that does so. (TELUS Digital)
• In terms of the top reasons consumers use voice tech, speed and efficiency ranked high, with 35% saying speaking is faster than typing, and 31% reporting that they like the ease of voice tech, which they found simpler than navigating menus. Further, 30% like that voice technology allows them to perform other tasks simultaneously. (TELUS Digital)
• While voice tech is popular with all generations, Gen Z (ages 18-24) stand out for how they use it: 100% of Gen Z are familiar with voice technology and 52% use it regularly. (TELUS Digital)

CX leaders want to create greater cross-channel consistency

• 55% of companies have prioritized creating greater ease as customers navigate across channels. (Execs In The Know)
• 51% of organizations have invested in new technologies and/or new channels in order to finesse customers’ cross-channel navigation. (Execs In The Know)
• 62% of organizations plan to optimize their self-help and unassisted tools to make them more intuitive. (Execs In The Know)
• The top channel for future introduction is SMS/text (2-Way Asynchronous), with 50% of companies indicating they plan to introduce it in the short- to near-term future. (Execs In The Know)

Customer experience management leaders will continue to outsource

• Outsourcing partnerships remain a priority for CX leaders, with 76% planning to partner in order to implement a GenAI solution in their CX operations. (TELUS Digital)
• 61% of CX leaders plan to engage an outsourcing partner for customer research, voice-of-the-customer, business process improvement and customer service activities. (Forrester)
• CX leaders plan to invest 24% of their CX program budgets in third-party service providers. (Forrester)

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