New report shows that while AI is revolutionizing CX, authentic human connection will define customer loyalty in 2025.
Acxiom®, the global leader in customer intelligence and marketing enablement, has released its highly anticipated annual customer experience (CX) trends report, "A Human-Centric Approach to Customer Experience."
"AI, automation, and other emerging technologies are changing marketing as we know it, but tech alone can't deliver the deep, personalized experiences customers crave," said Tate Olinghouse, Chief Client Officer at Acxiom. "Our findings reveal that technology should enhance—not replace—the human touch that builds lasting connections and sustainable growth for brands."
Top 5 CX Trends Shaping 2025:
- Balancing Tech with Human Touch: While 77% of consumers appreciate AI-driven conveniences, they still seek real human interaction. Brands that skillfully integrate AI with personal touchpoints can boost customer satisfaction fourfold.
- The Power of Fandoms and Communities: With more than half (53%) of consumers seeking genuine connections, brands fostering vibrant online communities see a 67% increase in customer retention, turning buyers into passionate lifelong advocates through meaningful engagement.
- Loyalty Lessons from Luxury: With 60% of consumers favoring rewards programs that offer exclusive perks, brands that adopt luxury-inspired models enjoy a 78% uptick in repeat purchases, redefining loyalty through premium experiences.
- Inclusive Product and Service Design: As 64% of consumers view inclusivity as vital to loyalty, brands catering to diverse needs can expand their market reach by up to 49%, building more powerful, enduring customer relationships.
- Trust through Transparent Data Practices: With nearly all consumers (98%) aware their data is used for marketing but only 57% understanding how, brands that prioritize transparency and offer value in exchange for data gain loyalty from the 78% who value clear communication and control.
"Acxiom's latest CX Trends report is a must-read for brands seeking to balance cutting-edge tech with authentic human interactions," said Jarrod Martin, CEO at Acxiom. "These insights lay a clear, actionable path to lead the next evolution in CX in 2025 and beyond."
About the Report
Commissioned by Acxiom in partnership with global research consultancy MTM, "A Human-Centric Approach to Customer Experience" captures findings from surveys of 200 businesses and 2,000 consumers across the US and UK. Download the full report here.
About Acxiom
Acxiom® is the global leader in customer intelligence and stands at the forefront of AI- enabled, data-driven marketing. As part of the Interpublic Group of Companies, Inc. (IPG), we specialize in high-performance solutions that boost customer acquisition and retention while fueling growth for the world's biggest brands and agencies. We transform omnichannel marketing strategies and execution using our AI-powered data and identity foundation, cloud-based data management, and martech and analytics services. For over 55 years, our teams across the US, UK, Germany, China, Poland, and Mexico have helped businesses optimize their marketing and advertising investments while prioritizing customer privacy. Find us on LinkedIn and discover more at Acxiom.com, where marketing is made better.
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Contacts
Erin Tomaski
Erin.Tomaski@acxiom.com
