CX Global Insights 2025: What key learnings from 65 000 interviews across 18 countries and 16 sectors?

Here’s my selection from this new international Ipsos study:

Experience impacts brand choice:

• 70% of customers say they choose to use a brand because they know the experience will be good

Emotional connection drives advocacy:

• Emotional attachment is linked to higher CX KPIs and Customer Lifetime Value (CLV):
  
  • Average KPIs for « Emotionally attached » vs «  »Functionally satisfied »:
    • NPS: 67 vs 31
    • Satisfaction: 71 vs 43
    • Retention: 76 vs 52
      
      
• Those emotionally attached are also more actively promoting the brand they use to others:
  
  • 5.7 on average in past 12 months vs 3.2 for the functionally satisfied

A better CX is not expected from AI:

• Only 14% of of customers believe they will end up benefitting most from AI

Big room for improvement still:

• Only 51% of customers estimate the current state of customer experience is good

Forces of CX as determined by Ipsos explain and predict customer outcomes:

• 6 key drivers:
  • Certainty
  • Fair Treatment
  • Control
  • Status
  • Belonging
  • Enjoyment
    
• Overall, the CX market is mainly driven by hygiene Forces of Certainty and Fair Treatment, highlighting the importance of getting the basics right before trying to elevate or differentiate the relationship.
  

A summary of the results is downloadable on the Ipsos website.