Customer experience faced serious challenges during the pandemic. Now, there’s no looking back. Customers want it all, and really there’s no excuse for them not to get it. Digital, in-store, mixed “phygital” journeys — they’re all on the table in 2025. The key to customer success will be maintaining a strategy for covering all bases.
Many of this year’s predictions include specific areas where CX will get a boost. The main message for marketers is to bring everything together. This way, customers can choose how they want to learn more and buy.
More flexibility and no clear winner
Customer experiences will continue to evolve along the same principles established in recent years aiming at seamlessness and flexibility. Don’t expect a sea change in what customers expect. Instead, marketers should continue to diversify across multiple digital and physical touchpoints, and support a range of delivery methods. These experiences should be connected by data, providing a layer of personalization that recognizes preferred channels and interests of individual customers or segments.
“There won’t be a clear ‘winner’ when it comes to where or how people shop — sales will be spread across physical retail, online stores, marketplaces and social media platforms,” predicts Katie Moro, global director of managed services at commerce experience platform Productsup. “This will be mirrored by the variety of delivery options, including home delivery, curbside pickup, and even in-store collection. The traditional concept of the ‘holiday shopping rush’ will continue to evolve, with consumers taking a more flexible, extended approach to their shopping, using a combination of online and offline touchpoints.”
“Expect more sophisticated in-store media networks that allow for cross-channel campaigns, with personalized offers appearing on digital screens as a customer walks through a store,” said Megan Harbold, VP strategy and growth for omnichannel marketing platform Skai. “This will redefine and continue to amplify the complexity of omnichannel media strategies and measurement.”
Accessibility to meet tightening standards
Web and mobile app accessibility will gain wider traction through specific rules for government agencies and broader commercial standards. This will lead to higher demands for all digital experiences to be accessible in 2025.
In 2024, the Department of Justice updated Title II of the Americans with Disabilities Act (ADA) to require state and local governments to ensure the accessibility of government websites and digital services. The Department of Health and Human Services (HHS) also released updated guidelines for hospitals and health care providers aligned with Title II. Compliance deadlines for both of these updated accessibility guidelines begin as early as April 2026.
“While these specific updates target government entities and healthcare providers, they set a precedent that other industries should take seriously,” said Chad Sollis, CMO for web accessibility platform AudioEye. “For marketers in healthcare and government sectors, this is a serious wake-up call and increases the urgency around embedding accessibility into every aspect of their digital strategies—not only to meet legal requirements but to ensure they’re serving the broad and diverse audiences that rely on their services.”
Sollis added, “As accessibility standards tighten in 2025, marketers will need to demonstrate not just intent but action, embedding accessibility across every campaign, channel, and touchpoint.”
Dig deeper: How to make web accessibility a part of digital marketing efforts
Improved live experiences with the help of AI
Live events like sports and the Oscars are getting more personalized. For instance, this March the 2025 Academy Awards will be streamed live on Hulu for the first time ever. Many of these experiences will offer a new level of personalization for viewers. These experiences will be powered by AI.
“In live event production, AI will automate captioning, analyse video in real time, and engage viewers,” said Sujatha Gopal, Chief Technology Officer of the Communications, Media and Information Services Business Unit at TCS. “Real-time translation will help reach global audiences. AI will also drive participation and sales through gamification and predictive analytics, aiding in dynamic content creation and moderation.”
Gopal added, “Real-time personalization will tailor experiences based on user behavior and preferences, making interactions more relevant. AI-powered virtual assistants will provide real-time support during live events, answering queries and offering recommendations. For sentiment analysis and social listening, AI will analyse audience reactions in real-time, adapting content to match interests.”
Image recognition will fuel interactive experiences
Customers will depend on image recognition to find out more about the products and ads they encounter. When they see something out in the world, including ads on out-of-home screens or on a TV, they’ll snap a picture of it and expect that more info will come up on their phone screens through search or mobile app.
“2025 will be the year that brands fully embrace the true potential of image recognition technology, fundamentally changing how brands connect with their audiences, transforming everyday visuals into actionable touch points,” said Matty Beckerman, CEO of interactive experience company IRCODE. “The shift will make the connection between brands and consumers more seamless and intuitive, setting a new standard for engagement, personalization and streamlining experiences and commerce across platforms.”
Dig deeper: QR code alternative introduces shoppable video ad tool
Diversifying channels to reduce brand safety risk
Marketers are understandably concerned about brand safety on digital channels. Brand safety tools do more than ever to evaluate and rate content to avoid placing ads in the wrong context. However, entire platforms have become suspect to certain audiences. The government’s attempt to shut down TikTok hasn’t helped the venue. That could change depending on the company’s Supreme Court appeal which will be heard in January. However, X/Twitter’s lax approach to content management has driven away advertisers and users. It will be interesting to see if Elon Musk’s role in the new administration makes any difference.
Dig deeper: TikTok files challenge with Supreme Court
“In 2025, the advertising industry’s dependence on social media will continue to raise concerns about brand safety and channel concentration,” said Jonathan Neddenriep, CTO and co-founder of Postie. “While social media platforms offer strong performance, the risk of ads appearing next to unsuitable content will drive brands to explore more diverse advertising channels.”
Postie is a platform for data-driven direct mail. Don’t be surprised if some brands look to sidestep the online noise and invest more in offline channels like direct mail.
“Despite the digital surge, direct mail will remain a steadfast marketing tool in 2025,” said Neddenriep. “Its tangible nature and measurable ROI will be especially appealing in a climate where efficiency is paramount. While physical catalogs will retain their allure for certain brands, the spotlight will shine on exploring diverse and more cost-effective direct mail formats, such as postcards.”
Personalizing experiences through loyalty
Brands will be looking for fresh ways to gain an advantage over competition in the new year. This will drive many to reevaluate and strengthen their loyalty programs. Efforts to improve overall customer experience will also apply to loyalty experiences. And marketers will tap into loyalty programs to do more than simply nudge current customers to buy more to gain added perks.
“In hyper-competitive markets, brands will increasingly use loyalty programs to not just retain customers, but to acquire new ones and gain market share,” said Tara DeZao, product marketing director of adtech and martech at Pega.
Marketers will seek partnerships to expand the dimensions of loyalty programs and improve experience.
“Companies are building out partnership networks within their loyalty programs, offering exclusive deals and benefits to attract customers from competitors,” said DeZao. “This is especially true where competitors are selling similar offerings with low differentiation. An example of this would be telecommunications companies where offerings and pricing are similar across brands, and consumers can easily switch and are often [incentivized] to do so.”
DeZao added, “This will be especially valuable for brands that have a first-party data gap. By leveraging this data, businesses can further personalize customer experiences, driving engagement and long-term loyalty.”
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