DCX # 125 | 10 CX Predictions for 2025
Ready for a sneak peek into the future of customer experience? Let's explore the major trends that are set to redefine how we connect with customers in 2025.
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—Welcome to the DCX Newsletter—
My head is spinning with how fast everything is changing, and I bet yours is too.
Just think about how CX has evolved recently—AI is stepping up in ways we only dreamed of, personalization is getting smarter, and the pressure to meet skyrocketing customer expectations is at an all-time high.
In fact, 73% of customers say their expectations are higher than they were just a few years ago, according to Salesforce's 'State of the Connected Customer report.
All this means, that delivering great Customer Experience (CX) has never been more challenging, and 2025 is shaping up to be a game-changing year for CX pros.
Ideas that once seemed futuristic are finally becoming reality, driven by AI breakthroughs, soaring customer expectations, and undeniable business value.
The pace of change is relentless.
Are you ready to keep up?
Let’s go!
Comments, arguments, and feedback are welcome!
2025 DCX Predictions
AI Goes Beyond Bots: Your Personal Concierge is Here
CX Scores = CEO Bonuses: It's Getting Real at the Top
No More Sneaky Data: Customers Want to Share on Their Terms
Goodbye Customer Complaints, Hello Predictive Magic
Emotion AI: Finally, Chatbots That Get You
Voice Takes Over
Customer Service That Knows Before You Do
Silver Economy: Designing CX That Never Gets Old
Adaptive Pricing: Get the Right Deal at the Right Time
Feel-Good CX: Wellness at the Core of Customer Experience
"Staying on top of the latest CX trends is tough, especially with how AI is transforming the field. Thankfully, the DCX newsletter does a brilliant job of curating the must-know info.” - Jimmy, CX Leader, Google
The DCX Predictions for 2025
1. AI-Driven Customer Experience: Personal Assistants to Co-Creation
AI Goes Beyond Bots: Your Personal Concierge is Here
Why it matters: AI isn't just a trend anymore—it's the real deal, transforming how customers interact with brands. In 2025, AI will be less about basic chatbots and more about feeling like your personal concierge. Imagine an AI that helps you troubleshoot a problem, suggests a product, and even helps you customize that product—all before you even ask.
For example: Bank of America's AI assistant, Erica, has already helped over 42 million customers and handled more than 2 billion interactions, making things easier for customers and reducing the need for call centers. Nike's "Nike By You" platform lets customers co-create their own products, giving them a sense of ownership.
Why now: AI is becoming more human-like, using natural language processing to really understand what people want. As this tech continues to evolve, 2025 will be the year AI moves from being a tool to a genuine experience enhancer.
Instant Convenience, Instant Loyalty: AI helps deliver what customers need, exactly when they need it—without the usual back-and-forth. Brands that nail this will see a significant boost in customer loyalty, thanks to the convenience and personalization that people love.
The business case: AI-powered experiences mean more loyalty, less churn, and lower costs. Plus, the better AI becomes at self-service, the fewer resources businesses need for support, which means everyone wins.
Supporting Links: Bank of America’s Erica (Erica surpasses 2 billion interactions) | Nike By You
2. CX as a Core C-Suite Metric
CX Scores = CEO Bonuses: It's Getting Real at the Top
Why it matters: Ever feel like some companies just don't care about their customers? That’s about to change—by 2025, CEOs will have CX metrics tied directly to their compensation. When the top dogs care, everyone else does too.
What's happening: Ford Motor Company has already begun linking CX metrics to executive bonuses, which means customer experience becomes more than a side note—it's a priority. This approach will force companies to break down silos, as CX becomes everyone’s job.
Why now: Customers are getting savvier and demanding more. The companies that don’t keep up will lose out. By 2025, businesses that prioritize CX at the highest level will have a major competitive edge.
When CX Drives C-Suite Accountability: Customers receive faster solutions, more personalized attention, and better support as companies prioritize CX metrics tied to executive bonuses. When CX matters at the top, it improves experiences across the board.
The business case: Companies that embed CX in their leadership culture see improvements across the board—from customer retention to employee morale. Engaged employees provide better service, which means happier customers and better business outcomes.
Supporting Link: Ford CX Initiatives
3. Zero-Party Data Growth
No More Sneaky Data: Customers Want to Share on Their Terms
Why it matters: Privacy is a big deal, and customers are getting pickier about who gets their data. Zero-party data—data you willingly share—is going to take center stage because it builds trust without being invasive.
What's happening: Brands like Glossier are leading the way by asking customers what they want rather than guessing. This data isn’t collected sneakily—it’s shared openly, and that’s what makes it work. It gives customers a feeling of control.
Why now: With privacy laws getting stricter and customers getting smarter, companies need to rethink their data strategy. Zero-party data is how you get personalization right without crossing lines.
Empowering Personalization with Customer Consent: Zero-party data allows CX professionals to tailor experiences using willingly shared information. This creates personalization without the creepy factor—customers become collaborators, not just data points.
The business case: Brands that excel at collecting and using zero-party data will stand out in the crowd. It means fewer privacy issues and more meaningful, personalized experiences. The key is that the exchange needs to feel worthwhile to the customer—exclusive offers, early access, and true personalization.
Supporting Link: How Glossier made Effortlessness a Billion Dollar Brand
4. Predictive CX Journeys
Goodbye Customer Complaints, Hello Predictive Magic
Why it matters: By 2025, brands won’t just react to customer problems—they’ll predict them. Predictive analytics will help companies solve issues before they even become problems, creating a seamless experience.
What's happening: Amazon is already using predictive tech to streamline logistics and anticipate delivery issues before they happen. Think about getting a notification about a delayed package before you even knew it was late, or having your internet provider solve an issue before you have to call.
Why now: Technology has advanced to the point where real-time data can be processed instantly to predict outcomes. The shift is happening from reactive support to proactive care.
Proactive Problem Prevention: Predictive CX tools allow brands to solve customer issues before they escalate, reducing frustration and ensuring a seamless experience. This proactive approach helps foster loyalty without the customer needing to lift a finger.
The business case: Brands save on support costs and improve satisfaction by heading off issues at the pass. Predictive CX reduces customer frustration and fosters loyalty. The challenge will be doing it without seeming intrusive.
Supporting Link: How Amazon uses AI to prevent damaged products from arriving on your doorstep
5. Emotion Recognition as CX Standard
Emotion AI: Finally, Chatbots That Get You
Why it matters: You know when you're dealing with a chatbot, and it just doesn’t “get” you? In 2025, that's going to change. AI will start recognizing your emotions and adapt accordingly.
What's happening: Affectiva is already working with car manufacturers to make in-car experiences more responsive based on the driver’s mood. The next step is to bring this tech to customer service. If you’re frustrated, the chatbot will know and respond more sympathetically—or pass you to a human if needed.
Why now: AI has gotten better at interpreting tone, facial expressions, and even the language you use. This progress makes real-time empathy possible. It’s about more than just providing service—it’s about connecting.
Making Customer Connections Personal: Emotion AI helps brands understand and address customer needs in real-time, making interactions feel more personal and effective. It’s the difference between getting an answer and feeling understood.
The business case: Emotion AI gives companies an edge—imagine marketing campaigns that change based on real-time sentiment, or customer service that knows just how to keep you from churning. Companies that can truly “feel” with their customers will stand out.
Supporting Link: Affectiva Emotion AI
6. Voice Experiences Beyond Assistants
Voice Takes Over
Why it matters: Voice isn't just for setting timers anymore. By 2025, you'll be using your voice to shop, make plans, and interact with brands seamlessly.
What's happening: Domino’s was early to the party, letting customers order pizzas through Alexa. Now, voice is moving beyond assistants to become a way to interact with everything—cars, smart homes, and more. It’s about ease of use and cutting out extra steps.
Why now: Voice tech is becoming more reliable and integrated into more devices. As more people adopt smart speakers and voice-enabled gadgets, the expectation for voice interactions with brands will grow.
Voice-First Engagement Drives Loyalty: Voice technology reduces screen time, providing greater convenience and allowing customers to multitask. This natural engagement leads to stronger brand loyalty, as interactions become effortless and integrated into daily routines.
The business case: Voice is a new branding opportunity. How your brand “sounds” will become just as important as how it looks. Brands that develop unique voice interactions will create a stronger emotional connection with their customers.
Supporting Link: Domino's Alexa Ordering | Domino's Anyware
7. Proactive Customer Service
Customer Service That Knows Before You Do
Why it matters: No one likes calling customer service. In 2025, you might not have to. Brands are going to get ahead of problems and solve them before you even notice.
What's happening: Liberty London is an iconic UK premium department store retailer that is automatically classifying and routing incoming customer support tickets to the right team at the right time. This is just the beginning—airlines will rebook you before you even know your flight is delayed, and utilities will adjust your bill automatically if there’s an outage.
Why now: AI can process data and identify problems and opportunities faster than humans can. As technology advances, companies are realizing that being proactive isn’t just nice—it’s necessary for keeping customers happy.
Anticipate and Excel: Proactive service leads to fewer angry calls and happier customers. Addressing problems before they become complaints not only elevates the customer experience but also strengthens customer loyalty, showcasing the CX team's excellence.
The business case: Proactive service can reduce support tickets and boost customer satisfaction dramatically. It involves fixing things before they break, which saves time, money, and stress for both customers and companies.
Supporting Link: What is proactive customer service? Examples + strategies
8. CX for the 'Silver Economy'
Silver Economy: Designing CX That Never Gets Old
Why it matters: The world is getting older, and older adults are spending more time online. By 2025, brands will need to adapt their CX to cater to an aging population.
What's happening: Best Buy’s Assured Living program is an early example, offering tech solutions that make life easier for seniors. By making digital tools more accessible—think larger text and simple navigation—brands will tap into a growing market.
Why now: The 'silver economy' is huge, and it’s only getting bigger. Older adults are more comfortable with tech than ever, and they expect brands to make it easy for them to engage.
Inclusive CX for an Aging Population: Adapting digital experiences for older adults allows CX professionals to connect with a loyal, growing demographic. Designing for accessibility not only benefits seniors but enhances usability for everyone, creating a more inclusive experience.
The business case: Brands that adapt to older adults will build loyalty with an incredibly valuable demographic. The improvements made for seniors will also enhance usability for everyone. Accessibility and good design go hand-in-hand—making life easier for one group often makes it better for all.
Supporting Link: Best Buy Assured Living
9. Adaptive Pricing Models
Adaptive Pricing: Get the Right Deal at the Right Time
Why it matters: In 2025, pricing will no longer be one-size-fits-all. AI will help brands create dynamic prices based on loyalty, demand, and even how you’re feeling about a product.
What's happening: Uber has led the way with dynamic pricing, adjusting rates based on supply and demand. Other industries are catching up—brands will offer personalized deals to retain loyal customers or nudge those on the fence to buy.
Why now: With data becoming more abundant and AI becoming more adept at crunching it, companies have the tools they need to offer adaptive pricing that feels fair and strategic.
Personalized Deals Boost Loyalty: Adaptive pricing empowers CX teams to reward loyal customers with better deals while optimizing revenue. By tailoring offers to individual preferences, customers feel valued, which in turn strengthens brand loyalty.
The business case: Adaptive pricing maximizes revenue and rewards loyalty. Brands that can offer the right price to the right person at the right time will win over customers while also ensuring they’re not leaving money on the table.
Supporting Link: How Uber’s dynamic pricing model works
10. CX Differentiation via Health and Wellness
Feel-Good CX: Wellness at the Core of Customer Experience
Why it matters: People are more stressed than ever, and by 2025, they’ll expect brands to help improve their well-being. CX will go beyond just delivering products—it’ll be about how brands make you feel.
What's happening: Lululemon isn’t just selling yoga pants—they’re offering wellness experiences in-store and online, like meditation sessions and community events. More brands will follow this lead, finding ways to integrate wellness into every customer interaction.
Why now: Health and wellness aren’t trends—they’re necessities. Brands that focus on making their customers feel good physically and mentally will differentiate themselves in a crowded market.
Wellness as a Differentiator: Integrating wellness into CX helps brands stand out by creating emotional connections and building loyalty. Companies set themselves apart from the competition by genuinely contributing to customer well-being.
The business case: By integrating wellness into CX, brands create deeper emotional connections. Customers remember brands that made them feel good. It’s not just about transactions—it’s about relationships. Health-oriented CX will drive loyalty and brand advocacy.
Supporting Link: Lululemon's Sweat Collective Community
After reading this list, I am more and more excited about 2025, and I hope you are too.
So, I'd love to hear your thoughts!
Which of these predictions do you think will have the biggest impact in 2025?
Are there any you're already seeing play out in your work?
Drop a comment, and let's start a conversation!
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