4 CX lessons to take into 2025

Reports

AI, personalization, CX journeys, data, and content: in the world of digital experience, these areas are top of mind for most brands, regardless of industry. All demand close attention, being ever-evolving. For example, the role that AI has played within CX has changed fairly significantly over the past year.

How has the digital experience landscape evolved over the past year, and what can brands expect to see change in 2025?

In 2024 many key focus areas noticeably shifted. There was a move from Generative AI to just AI—no matter what industry they belong to, every brand now aims to embed AI into their strategies to enhance the customer journey. AI is increasingly being recognized as a collaborative tool, rather than a job replacement. Hyper-personalization became personalization. Digital experience mapping became customer experience journeys. ‘Social commerce’ evolved to ‘community commerce’. We’ve seen a greater focus on first-party and qualitative data.

At the same time, some things haven’t changed: creating engaging content, designing immersive experiences, and being relentlessly customer-centric are (as always) the top-of-mind strategies for CX professionals.

The idea of creating a better experience for customers is near and dear to Contentsquare. We are laser focused on understanding the customer, what constitutes a great customer experience, and what strategies are top of mind for brands who aim to raise the standards of CX every day.

Earlier this year, we discovered insights on all of this and more when we put together our second Digital CX Trends report. We asked attendees at Contentsquare’s 2024 CX Circle events (2,974 marketing, UX, and product experts) the same question: “What is the biggest digital experience trend you are focusing on next year?”

And they answered, enabling us to pin-point the top 5 digital experience trends for 2025:

AI
Personalization
CX Journeys
Data
Content

Here are the top 4 CX lessons to bring to 2025:

1. 34.2% of digital professionals plan to prioritize AI over the next year

When I came across this stat in our report, I thought: “that’s a lot!” But I also learned that Wolverine Worldwide’s use of AI helped them reduce exit rates by + 32% and recover lost revenue—a great success story that shows why AI is worth prioritizing.

2. Seamless journeys are the new loyalty programs

The growing emphasis we’ve seen on improving customer lifecycle and seamless engagement as the new loyalty currency has proved successful. As the number of channels customers engage with continues to grow, brands must understand who exactly their target audience is and create innovative strategies to reach them effectively and quickly.

3. Social media is critical to reaching younger audiences

I learned that they are deeply focused on influencer marketing and social commerce. The largest generation of digital natives will start to leave school next year. This is a generation of consumers that consume all of their content digitally.

4. Brands that have reimagined how to best use data for their CX strategies have seen success

The shift to first-party and qualitative data to build trust and deliver personalized experiences has made a big difference for UK cycling, motoring services, vehicle servicing and repairs brand Halfords, which integrated Contentsquare products including VoC (Voice of Customer) data with Session Replay analytics, resulting in an increased NPS (Net Promoter Score) by +2.4 percentage points.

Now more than ever, the best companies stand out by offering a truly better experience than others. Top performers don’t just meet the evolving expectations of customers—they exceed them. They do this by understanding their customers’ behavior, understanding market trends, and implementing changes over time to offer customers exactly what they want. By pushing trends further than competitors, they stay ahead of the game.