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ConsumerTrends
★★
Introduction
Sincethelaunchofourconsumertrendsreport4yearsago,we’veseentheeffectsofaglobalpandemic,
inflation-ledeconomicuncertainty,andtheriseofAI!
Butastheconsumerlandscapeevolves,onething
remainsconstant:theimportanceofforginggenuine,
lastingconnectionswithcustomers,whetherthatbeface-to-face,onthephonetoanagent,orscrollingthrough
yourwebsite.Andthisyearisnodifferent.Our2025
consumertrendsreport,withresponsesfrom23,730
consumersacross23countries/regions,showshow
valuableunderstandingandconnectingwithcustomersistobusinesssuccess.
Butit’snoteasy.Ourfindingslaybaretheeffectsof
lessmoneyinconsumers’pockets,ahyper-competitivelandscape,andthecontinualdeclineofcustomer
feedback.Insummary:loyaltyisharderwonandmoreeasilylostin2025,withcompaniesincreasinglyblindtothecausesofcustomerfriction.
Buildingloyaltystartswithbuildingtrust.Itisfoundationaltothelastingconnectionsthatmostsuccessful
organizationsarebuilton.Toearnthistrust,CXleaderswillneedtodevelopadeeperunderstandingoftheir
consumers,whichwillallowthemtomakeconfident
decisionsthatimproveexperiencesandconsistentlymeetconsumerexpectations.
Intoday’senvironment,CXisastrategicbusinessasset.Wehopethisreportequipsyouwiththeinsightsand
expertadviceyouneedtomaximizeyourprogram’simpact,nomatterwhereyouareinyourCXjourney.
IsabelleZdatny
HeadofThoughtLeadershipXMInstitute,Qualtrics
LOOKINGFORAREGIONALBREAK-DOWNOFTHE2025CONSUMERTRENDS?
ATAGLANCE
THESTATEOFCUSTOMEREXPERIENCE
76%
SATISFACTION
+0.4%PTSFROM2024
70%
RECOMMEND
-1.5%PTSFROM2024
73%
TRUST
-1.2%PTSFROM2024
69%
PURCHASEMORE
-1.3%PTSFROM2024
2//Qualtrics2025ConsumerTrendsReport//Introduction
Meettheexperts
MoiraDorsey
HeadofQualtricsXMInstitute
IsabelleZdatny
HeadofThoughtLeadershipQualtricsXMInstitute
TaliaQuaadgras
ResearchProgramManagerQualtricsXMInstitute
BrandonHanson
ContactCenterPracticeLeaderQualtrics
MaxVenker
CXSolutionsExpertQualtrics
JulianaSmithHolterhaus,PhD
LeadProductScientist,DigitalQualtrics
LeonieBrown
LeadProductScientist,
CustomerCare,Qualtrics
ElizabethErkenbrack
RVPXMStrategyQualtrics
JessieHarn
Sr.Dir.,HeadofEnterpriseCustomerInsightsHilton
JillHelmle,Ph.D.,CCXP,
Director,CustomerExperienceStrategyServiceNow
MandiaMo?se
CRM&CustomerExperienceManagerCirqueduSoleil
MaryCatherinePlunkett
VP.,CustomerSuccessDesign,
CustomerSuccessOrganization(CSO),Autodesk
3//Qualtrics2025ConsumerTrendsReport//Meettheexperts
Contents
5Trend1//Heightenedexpectationsfueladeclineinloyalty
9Trend2//Consumersareclear–gobacktobasics
13Trend3//Feedbackfallstoanewlow
16Trend4//AIhypegiveswaytoskepticism
21Trend5//Today’sconsumerswantprivacyandpersonalization
24Methodology
25Regionalbreakdown
4//Qualtrics2025ConsumerTrendsReport//Contents
01
TREND1
Heightenedexpectationsfueladeclineinloyalty
BUSINESSESWILLSEEHUGEUPSIDEIMPROVINGTHEEXPERIENCEIN2025
There’snodoubt–it’stoughforbusinessesoutthere.After3yearsofrisingprices,consumershaveless
disposableincomeandexpectmorefromthosetheyspendtheirmoneywith.
Failtomeetthoseexpectations?You’llbepunished.
Over1in2badexperiencesresultincustomerscuttingtheirspend(53%).
Youlikelyalreadyknowtheimportanceofprovidinga
goodexperience.Infact,thisyearconsumersrecordedfewerbadexperiencesversus2024,asbusinessesraisedtheirgame–particularlyinindustrieswherespendingismorediscretionaryandconsumerscaneasilyswitch.
CONSUMERSWILLWALKAFTERABADEXPERIENCE
53%
OFBADEXPERIENCESRESULTINCUSTOMERS
CUTTINGSPEND
+2.7%PTSFROM2024
20252024
5//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty
01
Butwhatconstitutesa“good”or
“bad”experience?Abigcomponent
ishowwellyoudeliveronyourvalue
propositionandbrandvision.Less
luxuriousbrandscanfarejustaswellasthepremiumcompetitors;successliesinhowwellyoudowhatyousayyou’regoingtodo.
Thatdoesn’tmeanyouneedtoachievea5-starexperienceovernight,however.Wefoundthatmovingfroma1-or2-starexperiencetoa3-starexperience
resultsina1.6xincreaseinlikelihood
topurchaseagain.That’salmost15%
higherthanthebumpyougetgoing
from3to4or5stars.Soit’scertainly
beneficialtostriveforperfection,but
thebiggestopportunitycomesfromjustmeetingexpectationsaccurately.
1-OR2-STARSTO3-STARS/FROMPOORTOOKAY
★★★★★★★★
3-STARSTO4-OR5-STARS/FROMOKAYTOEXCELLENT
SMALLIMPROVEMENTS=BIGIMPACT
2X
1.6X
2X
1.1X
1.1X
1.2X
INCREASE
INLIKELIHOODTO
PURCHASEMORE
INCREASE
INLIKELIHOODTO
RECOMMEND
INCREASE
INLIKELIHOODTO
TRUST
6//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty
01
Theviewontheground
ANALYSIS
Because“nice-to-have”industries–like
hotels,fastfood,andretail–facemoreseverefinancialconsequencesforpoorexperiences,thesebrandstendtoinvestmoreinCXanddeliverfewernegative
interactions(9%)comparedto“need-to-have”industrieslikebanks,internetproviders,andutilities(14%).That’s
ledto“nice-to-have”brandselevating
customerexpectationsacrossthe
board,includingfor“need-to-have”
businesses–whoarenolongeras
immunetotheconsequencesofsubparexperiencesandwillneedtoimproveorfaceagrowingriskoflosingcustomer
spend(7%).
IsabelleZdatny
HeadofThoughtLeadershipQualtricsXMInstitute
ANALYSIS
Whilethereishugeupsidetoimprovingtheexperience,itisacontinuous
process.Thisisbecauseasyouraisethebar,consumersgetusedtoit
andtheirexpectationsshift–falling
shortofthesenewexpectationswill
resultinconsumerslookingforthat
experienceelsewhere.Topperformingorganizationsmakesuretheystayup
todatewithexpectationsandrecalibrateregularly!
LeonieBrown
LeadProductScientist,
CustomerCare,Qualtrics
ADVICE
Ifyouaren’tseriouslyengaginginan
efforttounderstandandimproveeachaspectofthecustomerexperience,
you’llsoonfindthatyourcustomerswillbelookingforacompanythatis.
BrandonHanson
ContactCenter
PracticeLeader,Qualtrics
ANALYSIS
Thecontinuedriseandprominenceof‘digitalnative’brandsalongwithacceleratingaccesstoAI-based
technologyismakingseamless,
personalizedexperiencesmoreandmoreapartofconsumersday-to-
day.ThiscreatesanoftenunrealizedexpectationthatALLbrandscanandwillactinthisway.
MaxVenker
CXSolutionsExpertQualtrics
7//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty
‘‘It’svitalyoumeetyourcustomerswhere
theyare,whetheronyourdigitalchannels,face-to-faceorinteractingwithyour
contactcenter,tounderstandwhat’sworking,what’snot,andhowtofixit.”
ualtrics
JULIANAHOLTERHAUS
LEADPRODUCTSCIENTIST,DIGITAL
8//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty
02
TREND2
Consumersareclear–gobacktobasics
CLEARLYCOMMUNICATE,SETEXPECTATIONS,ANDDELIVERIFYOUWANTTOBUILDTRUST
Oneofthebestbetsyoucanmakein2025istofocusonbuildingtrustwithyourcustomers.Now,youmayhavealwaysthoughtabouttrustasacomponentofsatisfaction,ornotatall.
Asitturnsout,inthisyear’sstudy,trustmattersto
consumers,alot.Thisservesasatimelyreminderto
businesses;ratherthanfocusonthenextbestthing,youneedtogetthebasicelementsofanexperiencerighttobuildrocksolidfoundationswiththoseyouserve.
Attheheartofbuildingtrustisclear,honest,reliable
communication.Andthisisahugelyimportantfactor
throughoutthecustomerjourney–fromyourmarketingallthewaythroughtocustomersupport.Inshort:Ifyoutalkthetalk,makesureyouwalkthewalktoo.
Communicationisessentialtoaneffectiveexperience.Getitright,you’llimprovesatisfactionandbuildtrust,
pavingthewayforlong-termcustomerloyalty,increasedcustomerspend,andrecommendations.You’llimproveyourbrandperceptiontoo,helpingyounavigatetricky
topicslikeAIanddatausage.
Butbewarned,ifyoufailtodeliverontheexpectationsthatyouset,trustbreaksdown,andconsumerswilllooktomeettheirneedselsewhere.
THE#1PRIORITYFORCONSUMERS
%
61
ofconsumersprioritizetrustintheinformationprovidedwheninteractingwithcompanies
9//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics
02
Butwhilecommunicationisabigpriority
forconsumers,businessesarefailingtomeetthemark,withcommunicationissuescitedasthe#2reasonforbadexperiences(andthe#1issuein
7/20industries),onlybehindservice
CONSUMERPRIORITIESWHEN
INTERACTINGWITHCOMPANIES
deliveryissues.
ENJOYMENT
REASONSFORPOOREXPERIENCES,ACCORDINGTOCONSUMERS
46%
SERVICEDELIVERYISSUES
35%
PRODUCT
QUALITY/FAILURE
45%
COMMUNICATIONPROBLEMS
21%
POST-PURCHASESUPPORT
39%
EMPLOYEE
INTERACTIONS
03%
NONEOF
THEABOVE
37%
PRICINGCONCERNS
TREATEDWITHEMPATHY
CONVENIENCE
COMPLETINGTHEINTERACTIONQUICKLY
TRUSTTHEINFORMATIONPROVIDED
15%
33%
44%
46%
61%
10//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics
02
Theviewontheground
ANALYSIS
Reliabilityisacornerstoneoftrust.Toearntrust,youmustdemonstrate
apatternofbehaviorthatreduces
uncertainty(whichhumanshate!)
andallowscustomerstoconfidently
anticipatewhatyou’lldointhefuture.Thisbeginsbysettingtheirexpectations–throughthingslikebrandpromises,
proactivecommunications,transparentpolicies,etc.–andthenconsistently
deliveringonthoseexpectations.
IsabelleZdatny
HeadofThoughtLeadershipQualtricsXMInstitute
ADVICE
Clear,reliablecommunicationsarethetypeofexperienceessentialsthatare
importanttoconsumers.Improving
thesetypesofbrilliantbasicsisn’t
necessarilyeasy.Butfocusingonthemcankeepcustomersatisfactionand
loyaltyup,supportcallsdown–twokeyoutcomesforprovingthevalueofa
CXprogram.
MoiraDorsey
HeadofQualtricsXMInstitute
ANALYSIS
Intougheconomictimes,consumerswanttostickwithbrandstheyknow
wellandcantrust.Thatmeansfeelingwelcomedandhavingfaiththatif
somethinggoeswrong,thecompanywillcareaboutfixingtheissue.
LeonieBrown
LeadProductScientist,
CustomerCare,Qualtrics
11//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics
ilton
‘‘Comingoutofthepandemic,Hilton,aswellasmany
othersinourindustry,sawadeclineinsomeofthe
coreexperiences—thingslikeagreatnight’ssleeporarelaxingshower—thatdriveapositiveoverallexperience.Lastyear,webuiltaprogramthatenablesourhotelstocollectandactonin-stayfeedbacksotheycangetthe
?
basicsrightforeveryguestbeforetheyleave.’’
FORTHESTAYTM
JESSIEHARN
SR.DIR.,HEADOFENTERPRISECUSTOMERINSIGHTS
12//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics
03
TREND3
Feedbackfallstoanewlow
DIFFERENCESINCE2021
VOCPROGRAMSMUSTEVOLVETOPROVIDETHEMOSTVALUEFORBUSINESSES
Ifbusinesseswantarobustunderstandingofpeople’sexperiencestosupporttheirdecision-makingin2025,theywillhavetoevolvetheirVoCprogramascustomerfeedbackfallstoanewlow.
Sincewebeganthisconsumerstudy4yearsago,
customerfeedbackafterabadexperiencehasdropped8%pts.Customersaresimplynotgivingfeedbacklike
theyusedto,andsoiforganizationswanttounderstandhowtoimprovetheexperiencestheydeliver,it’snolongerenoughtorelyonsurveys—theymustdiversifytheir
listeningprogram.
Ratherthantellingacompanythey’vehadabad
experience,moreandmoreconsumersaresayingnothingatall(andgoingelsewhere).
+6.3%PTS
HOWCONSUMERS
AREPROVIDINGFEEDBACK
ABOUTABADEXPERIENCE...ORNOT
POINT
-7.7%PTS
-6.9%PTS
-4.9%PTS
-4.2%PTS
32%
Sentfeedbackdirectlytothecompany
16%
Postedsomethingaboutitonsocialmediasite
45%
Toldfriendsorfamilyaboutitdirectly
22%
Putacomment
orratingaboutthecompanyona
3rdpartyratingssite
24%
Ididnottell
anyoneabouttheexperience
13//Qualtrics2025ConsumerTrendsReport//Trend3:Feedbackfallstoanewlow
03
Theviewontheground
ANALYSIS
Organizationscannolongerrelyona
singlelisteningmethod(surveys),
butmustmaximizethevalueofeach
datasourceavailabletothem,includingoperationalandbehavioraldata.
Thatmeanslisteneverywhere,
optimizesurveys,andusepredictiveanalytics/modeling.
MaxVenker
CXSolutionsExpert,Qualtrics
ADVICE
Learntolisten,evenwhenyouaren’t
askingquestions.Pullthosereviews,
thatsocialdata,thecalls,theemails.
Savethemomentsofaskingquestionsforwhenitreallydoesneedtobea
morestructuredconversation,and
thenkeepitveryshortandto-the-
point.Acompanyisnotexpectedto
fixeverything,buttoshowtheyare
listeningandcaringaboutwhatthey
hear.Itishowthecustomerfeelsheard,andtheyarefarmorelikelytocontinueprovidingfeedbackwhentheyfeellikethecompanylistens.
ADVICE
Themoredatayoucanbringin
beyondsurveys,thebetteryouwill
beataccuratelyunderstandingyour
customers’behaviorsandknowinghowtorespondtothem.
BrandonHanson
ContactCenter
PracticeLeader,Qualtrics
ElizabethErkenbrack
RVPXMStrategyQualtrics
14//Qualtrics2025ConsumerTrendsReport//Trends3:Feedbackfallstoanewlow
‘‘Customersarebombardedwithfeedbackrequests
foreverybusinessinteraction.Itisnowondersomanycustomersexperiencesurveyburnoutanddecline
theopportunitytogivefeedback.Still,itisabusinessimperativetolistenandactoncustomerfeedback
–whetherdirectlythroughsurveysorreviews,orby
predictingcustomerneedsthroughunstructureddataandotherdatasources.”
servIcenowTM
●JILLHELMLE,PH.D.,CCXP
DIRECTOR,CUSTOMEREXPERIENCESTRATEGY
15//Qualtrics2025ConsumerTrendsReport//Trends3:Feedbackfallstoanewlow
04
TREND4
AIhypegiveswaytoskepticism
CONSUMERCOMFORTAROUNDUSINGAIHASDROPPED
COMFORTWILLINCREASEBYHIGHLIGHTINGHOWAIHELPS
Itfeelslikeyoucan’tgoadaywithoutabrandtelling
youtheirproductsandservicesnowuseAI—andit’s
turningconsumersoff.Overthepast12months,attitudestowardsAIhavebecomemuchmorenegative,with
comfortusingAIdownamassive11%ptsandonly1in4trustingorganizationstouseitresponsibly.
-11
%
PTS
since2024
46%ofconsumers
arecomfortableusingAIin2025
16//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism
04
Thisisatleastpartlyduetoconcerns
aboutAIreplacingahumantoconnectto,aconcernthathasrisenyear-over-yearandisnowsharedby1in2people.
Ifbusinessescanshowconsumersthevalueofthistechnology,theyshould
seeanincreaseintrustandadoption.
BecausewhilethenotionofAIstillhasconsumersuneasy,opennessincreaseswhentheycanseehowitwillhelpthemachievetheirspecificgoals.
Soratherthanfocusingontelling
consumersaboutthetechnology
itself,keepitsimpleandfocusonthe
benefititwillbringthem.Maybeitcanhelpcustomersfindthephotoyou
took5yearsago,findaproductonthewebsitewithasingleprompt,orenableconsumerstospeaktoanagentfasterwhenthere’sanissue.OurdatashowsthatfocusingontheoutcomewillbeafarmoreeffectivewaytobuildtrustandcomfortwithAI.
CONSUMERSENTIMENTTOWARDSAI
IMPROVESWITHCONCRETEEXAMPLES
+20
%-PTDIFFERENCE
26%
TRUSTORGANIZATIONSGENERALLYTO
USEAIRESPONSIBLY
46%
COMFORTINAITO
COMPLETESPECIFICGOALS
17//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism
04
Whichisimportantbecauseonce
peopleuseAI,theybecomemuchmorelikelytofeelcomfortableusingitagaintocompletecommonactivities(1.7x),
freeingupyourteamstoworkonhigher-
stakesissuesasmoreinteractionsbecomeautomated.
POINT
DIFFERENCESINCE2024
+2.1%PTS
CONCERNSAROUNDAICONTINUETOEVOLVE
+0.2%PTS
-4.3%PTS
-1.2%PTS
-0.9%PTS
-0.8%PTS
41%
29%
43%
44%
28%
51%
Poorquality
Extrae?ort
Misuse
Lossof
Don’t
Lackofa
ofthe
foryouinthe
ofyour
jobsfor
trustthe
humanbeing
interactions
interaction
personaldata
employees
informationprovided
toconnectwith
18//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism
04
Theviewontheground
ADVICE
UseAIwithcustomerswhenyoucan
explainhowandwhyyou’redoingso
andwhattheycandotoswitchthatto
ahuman.Buildarelationshipoftrust,
transparency,andchoicewithyour
customers,ratherthantryingtoimposeasetoftoolsonthem.
BrandonHanson
ContactCenter
PracticeLeader,Qualtrics
ADVICE
Helpingyourhumanemployeesdoabetterjobbyreducingtheiradmin
workload,helpingthemfindbetter
answersandwritegreatresponses,iswhereAIcandeliverexcellentresults.
However,over-rotatingonusingAI
totryanddeflectcustomerstoself-
servicedrivesdowntrust.CustomerswillinteractwithAI,butthedatatrendsshowtheyhavelowtrustandlow
patiencewithit,soifsomethinggoes
wrong,it’svitalfororganizationstoofferhumanconnectionassoonaspossible.
LeonieBrown
LeadProductScientist
CustomerCare,Qualtrics
EXAMPLE
Apple’scommunicationstrategyaroundthelaunchofAppleIntelligenceisa
greatillustrationofhowbrandsshouldpositionAI.InsteadoftoutingAIfor
thesakeofAI–whichconsumersfindgimmicky–Applefocusesonhowthe
technologyhelpsusersachievetheir
goals,whileprioritizinguserprivacy,oneofApple’scorevalues.
IsabelleZdatny
HeadofThoughtLeadershipQualtricsXMInstitute
ADVICE
MyadvicewouldbeEinstein’s:Ifyou
can’texplainitsimply,youdon’t
understanditwellenough.Companies
needtounderstandtheirAIstrategyandutilizationsothoroughlytheycanexplainitintheircustomers’terms.
ElizabethErkenbrack
RVPXMStrategyQualtrics
19//Qualtrics2025ConsumerTrendsReport//AIhypegiveswaytoskepticism
‘‘You’vegottostartwiththehuman
experience&workbackwardstothetechnology-nottheotherwayround.”
CIRUEDUSOLEIL
MANDIAMO?SE
CRM&CUSTOMEREXPERIENCEMANAGERSPEAKINGATX4SALTLAKECITY,2024
20//Qualtrics2025ConsumerTrendsReport//AIhypegiveswaytoskepticism
05
TREND5
Today’sconsumerswantprivacy
andpersonalization
PERSONALIZINGTHEEXPERIENCEREMAINSVITAL–BUTITCAN’TBEHEAVY-HANDED
Whenitcomestoimprovingtheexperienceatscale,
customerfeedback–direct,indirect,behavioral,
operational–isworthitsweightingold.Themoreyou
knowaboutcustomerpreferencesandhabits,thebetterinformedyourdecisionswillbetoimprovetheexperienceandthelikelieryoubecometofosterthekindoflong-termloyaltythat’ssohardtocomeby.
Andmostconsumerswelcometheoutcome–64%of
consumersprefertobuyfromcompaniesthattailortheirexperiencestotheirwantsandneeds.
Thecatchis,whenitcomestochoosingbetweenpersonalizationandprivacy,theanswerisn’tblackandwhite.
Becausewhilecustomerswantpersonalization,few
feelcomfortablewithorganizationsusingthetypesofdatathey’dneedtodoso,whichputsbusinessesinatrickyspot.
Consumerswantpersonalization,buttheyalsowant
privacy,sobusinessesmustfindawaytopersonalize
experienceswithoutcomingacrossasheavy-handed.
Failuretodosomayresultinconsumerswithholdingtheirpersonalinformation,makingithardforbusinessesto
seethefullpictureandmakeeffectivedecisions.
SimilarlytoAI,wefoundthattrustinanorganizationhadabiginfluenceonhowcomfortableconsumers
feelaboutitcapturingpersonalinformationtoimprovetheexperience.
PERSONALIZATIONISADIFFERENTIATOR,BUTTREADCAREFULLY
64%
ofconsumersprefertobuyfromcompaniesthattailortheir
experiencetotheirwantsandneeds
53%
arehighlyconcernedaboutthe
privacyoftheirpersonalinformation
Consumertrustinanorganizationsignificantlyimpactstheircomfortlevelwithsharingtheirdata.Wefoundan
+11%ptincreaseincomfortlevelsamongconsumerswhotrusttheorganizationcomparedtothosewhodon’t.
21//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization
05
Theviewontheground
ANALYSIS
Ourfindingsshowregulationcan
reallyhelptoprovideconsumers
withthebalancetheywantbetween
personalizationandprivacy.Wefoundthatprivacyconcernsarelowestin
EMEA,whereconsumersareprotectedbytheGDPRandAIact.
LeonieBrown
LeadProductScientist
CustomerCare,Qualtrics
ADVICE
Tonavigatethisdelicatebalance,brandsmustprioritizetransparencyandcontrol.Consumersaremorelikelytosharetheirdatawhentheyunderstandwhyit’s
neededandhavethepowertochoosehowit’sused.Zero-partydata,whichcustomersvoluntarilyprovide—suchasbyansweringpreferencequestionsduringonboarding—isapowerful
waytogathertheinformationneededforpersonalizationwhilereassuring
customerstheyretainagencyovertheirdata.
IsabelleZdatny
HeadofThoughtLeadershipQualtricsXMInstitute
ADVICE
Consumersareprotectiveoftheir
personaldata-whiletheyenjoy
personalizationwhereitoffersthem
convenience,thereisalsothe‘uncannyvalley’wheretheyfeelcreepedoutbyacompanyseeminglyholdingtoomuchdataonthem.Inmanyinstancesit
mightbebettertoprovidethebenefitofpersonalization(accurate
segmentation,enhancedserviceresponses)withoutmakingthepersonalizationitselftooexplicit.
LeonieBrown
LeadProductScientist
CustomerCare,Qualtrics
22//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization
‘‘Whenbalancingcompetingrequirementsofpersonalization,privacyconcerns,andthecostofserving,thegoalistofindthesweetspotwithyourcustomersnotforthem.Co-createexperiencescenteredaroundthemomentsthatmatterto
buildhumanconnectionandidentifywhenself-serviceis
preferable.Testprototypeswithdifferentcustomersegmentsandpersonasandpilotwithadiverseaudiencetoavoid
unintended“creep”factors.Engagewithyourdatasecurity
八AUTODESK?
teamearlyandoften!”·
MARYCATHERINEPLUNKETT
VICEPRESIDENT,CUSTOMERSUCCESSDESIGNCUSTOMERSUCCESSORGANIZATION(CSO)
23//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization
Methodology
ThedataforthisreportcomesfromaglobalconsumerstudyconductedbyQualtricsXMInstituteinthethird
quarterof2024.Usinganonlinesurvey,XMInstitute
collecteddatafrom23,730consumersacross23
countries/regions:Australia,Brazil,Canada,China,
Denmark,France,Germany,HongKong(China),Ireland,India,Italy,Japan,Mexico,Netherlands,NewZealand,
thePhilippines,Singapore,SouthKorea,Spain,Sweden,theUnitedArabEmirates,theUnitedKingdom,andtheUnitedStates.Toensurethatthedatawasreflective
23,730CONSUMERSACROSS
23COUNTRIES/REGIONS
ofthepopulationwithinthosecountries,wesetquotasforresponsestomatchthegender,age,andincome
demographicsofeachcountry.
24//Qualtrics2025ConsumerTrendsReport//Methodology
2025consumertrendsbyregion
Whileexploringtheseglobalconsumertrends,youmayhavewonderedaboutregionaldifferences.Dothese
trendsholdtrueeverywhere?
Eventhoughthisdataspans20industriesand23
countries/regions,ouranalysisrevealedremarkable
consistencyacrossmarkets.Whilesomenuances
exist–whichwehavehighlightedbelow–noneofthesedifferencesarestarkenoughtomeritdifferentstrategiesfordifferentregions.
Foradeeperdiveintothisconsumerdata,staytunedforupcoming
XMInstitute
reportswithdetailedindustryandcountrybreakdowns.
25//Qualtrics2025ConsumerTrendsReport//Trendsbyregion
EMEA
WhilesatisfactioninEMEAcloselymatchesglobalaverages,these
consumersarelesslikelyto
demonstratethethreeloyaltybehaviors,particularlylikelihoodtopurchasemore,
wheretheyfall-4.0%ptsbelowtheaverage.
Perhapsthemostnotablefindinghereisthat,whileEMEAconsumersshowthelowestlevelsoftrustinorganizations
tousetheirpersonalinformation
responsibly(28%),theyarealsothe
leastconcernedaboutprivacy(42%)
andmisuseofpersonalinformation
(39%).Thisislikelyduetothestrong
dataprotectionaffordedbyregulationslikeGDPRandtheAIAct,whichgive
consumersmorecontrolovertheirdata
andholdorganizationsaccountableforresponsibledatahandlingandAIdevelopment.
SATISFACTION
REGION
-0.7%PTS
VSGLOBAL
75%EMEA76%GLOBAL
TRUST
REGION
-3.2%PTS
VSGLOBAL
70%EMEA73%GLOBAL
RECOMMEND
REGION
-2.2%PTS
VSGLOBAL
68%EMEA70%GLOBAL
PURCHASEMORE
REGION
-4%PTS
VSGLOBAL
65%EMEA69%GLOBAL
26//Qualtrics2025ConsumerTrendsReport//Trendsbyregion
APJ
ConsumersinAPJhaveamore
optimisticoutlookontheirexperiences.Whiletheirsatisfactionandrecommendscoresareinlinewithotherregions,
boththeirtrustandpurchasemore
metricsarealmost3%ptshigherthantheglobalaverage.
Thisoptimisticattitudealsoextends
toAI.ConsumersinAPJfeelthemostcomfortableusingAItocomplete
commonactivities,exceedingthe
globalaverageby+9%pts.Thisisn’t
toosurprisinggiventheirhighrateofAIadoption,withovertwo-thirdssaying
they’veuseditatleastonce.Infact,wefoundthatAPJconsumerswithpriorAIexperienceare1.6xmorelikelytofeel
comfortableusingAIforthosecommontaskscomparedtothosewhohaven’t.
TheircomfortwithAIisfurthershown
bythefactthat,whenaskedabouttheirconcernswithAI,consumersinthis
marketwerethemostlikelytoselectnoneoftheab
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