The State of Customer Experience report by Genesys : Key Insights and Trends
27/03/2025Charles Kergaravat
Table of contents
The fourth edition of The State of Customer Experience report is based on a global survey of 5,157 consumers and 1,181 customer experience (CX) decision-makers. Conducted biannually by Genesys since 2017, this report provides a unique perspective on consumer expectations, perceptions, and experiences. It also offers valuable insights into how CX professionals prioritize, measure, and deliver customer and employee experiences.
This year’s report reflects how customer expectations and the ways that CX leaders are delivering experiences continue to evolve. It reveals where the priorities of consumers and businesses align and diverge. And it highlights how trends—such as consumers’ desires to seek service in multiple channels and CX leaders’ continued move to the cloud and embrace of artificial intelligence (AI)—shape how CX is delivered.
Why Customer Experience Matters More Than Ever
Customer expectations continue to rise, with 82% of consumers globally stating that a company is only as good as its service. Brand loyalty hinges on CX quality, as 53% of consumers say they will switch from their favorite brand after just two to five poor interactions. Even casual customers are quick to leave—47% will move on if they face similar negative experiences.
To maintain loyalty and foster long-term relationships, businesses must prioritize accessibility, personalization, and omnichannel support.
Here are the key takeaways from the report and how companies can use them to refine their CX strategies.
Human Interaction Still Matters
Despite the rise of self-service options, more than half (53%) of consumers prefer working with a human agent for customer service whenever possible. Whether through phone, chat, messaging, or video, customers want quick and easy access to human support when needed.
However, consumer frustration skyrockets when businesses make it difficult to reach a human. Over the past year:
37% of consumers were unable to reach a live agent at all.
33% couldn't transition from a chatbot to a human agent.
37% reported feeling "really frustrated" when there was no option to speak with a person.
22% said the lack of human interaction made them so angry they vowed never to use the company again.
The Rise of Video Chat and Omnichannel CX
While phone support remains the most frequently used service channel (53%), video chat has emerged as a high-impact alternative, with 41% of consumers reporting extreme satisfaction with video-based interactions. Despite its relatively low adoption, video chat is proving to be an effective tool for personalized and high-quality customer engagement.
Consumers also show high satisfaction with service provided via smart home devices and messaging apps, indicating that businesses should expand their service channels while maintaining a seamless customer journey across them. Ensuring customers can easily switch between channels—whether from chatbot to live agent or from messaging to video—can significantly enhance customer satisfaction.
AI’s Transformative Role in Customer Experience
AI is reshaping CX by addressing some of the most persistent customer frustrations, such as long wait times and the need to repeat information. With 97% of consumers stating that seamless transitions between channels are important, AI-powered systems can help by ensuring data continuity, reducing repetition, and personalizing interactions at scale.
However, gaps still exist. More than half of consumers have had to repeat themselves when switching agents, and 41% have had to repeat chatbot conversations to a live representative. AI can mitigate these frustrations by integrating customer data across channels, allowing for smoother transitions and more efficient resolutions.
Organizations are recognizing AI’s potential: 38% of CX leaders are prioritizing AI to enhance data capabilities, while 28% are focused on driving self-service adoption through AI-powered solutions. The transition to cloud-based CX platforms—planned by 56% of leaders in the next two years—will further enable AI-driven efficiencies, making customer interactions faster and more seamless.
Key Recommendations for CX Success
To stay ahead in the evolving CX landscape, organizations must:
Ensure Easy Access to Human Agents – Whether through phone, chat, messaging, or video, businesses must provide a seamless transition from self-service to live support.
Prioritize Video Chat as a High-Satisfaction Channel – Given its strong performance, organizations should consider expanding video chat capabilities to enhance personalized interactions.
Personalize Customer Interactions – With 77% of consumers willing to recommend brands that offer personalized experiences, businesses should leverage customer data to tailor interactions across preferred channels.
Adopt a Thoughtful Omnichannel Strategy – Understanding which channels work best for different types of interactions ensures customer expectations are met while maintaining efficiency.
Leverage AI for CX Optimization – AI-driven automation, personalization, and predictive support can improve customer satisfaction and business performance.
Embrace Cloud-Based CX Platforms – Cloud solutions provide scalability, innovation, and AI capabilities that drive long-term success.
The Bottom Line: Meeting the Future of CX Head-On
Consumer expectations will only continue to evolve. To bridge the gap between expectation and reality, businesses must embrace AI, cloud platforms, and seamless omnichannel experiences. By prioritizing human connections and technological advancements—especially through high-impact channels like video chat—organizations can create a future-ready customer experience that fosters loyalty and drives business growth.
Explore key findings from the Genesys State of Customer Experience report. Learn how AI, omnichannel strategies, and video chat are transforming CX and enhancing customer satisf...
Despite AI and automation, customers still prefer to speak to a human for support. Discover why human interaction remains essential for great customer service.
