2025年消费者趋势报告

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1] Core Viewpoints - The consumer landscape is evolving, with the importance of genuine customer connections remaining constant [2] - Loyalty is harder to win and easier to lose in 2025, with companies increasingly blind to customer friction [3] - Building trust is foundational to lasting customer connections and successful organizations [4] - Customer experience (CX) is a strategic business asset in today's environment [5] Key Trends Trend 1: Heightened Expectations Fuel a Decline in Loyalty - Over 53% of bad experiences result in customers cutting their spend [14] - Moving from a 1- or 2-star experience to a 3-star experience results in a 1.6x increase in likelihood to purchase again [18] - "Nice-to-have" industries like hotels and retail deliver fewer negative interactions (9%) compared to "need-to-have" industries like banks and utilities (14%) [22] - Top-performing organizations stay up-to-date with customer expectations and recalibrate regularly [23] Trend 2: Consumers Are Clear – Go Back to Basics - 61% of consumers prioritize trust in the information provided when interacting with companies [37] - Communication issues are the 2 reason for bad experiences, behind service delivery issues [40] - Clear, reliable communication is essential for improving satisfaction and building trust [34] Trend 3: Feedback Falls to a New Low - Customer feedback after a bad experience has dropped by 8% points over the past 4 years [52] - Organizations must diversify their listening programs beyond surveys to understand customer experiences [52] - Consumers are more likely to provide feedback when they feel heard and valued [55] Trend 4: AI Hype Gives Way to Skepticism - Consumer comfort with AI has dropped by 11% points, with only 26% trusting organizations to use AI responsibly [61] - 51% of consumers are concerned about the lack of a human connection when using AI [70] - Businesses must focus on the benefits of AI rather than the technology itself to build trust [66] Trend 5: Today's Consumers Want Privacy and Personalization - 64% of consumers prefer to buy from companies that tailor their experiences to their wants and needs [82] - 53% of consumers are highly concerned about the privacy of their personal information [85] - Trust in an organization significantly impacts consumer comfort with sharing personal data, with an 11% point increase in comfort levels among those who trust the organization [85] Regional Breakdown EMEA - EMEA consumers show the lowest levels of trust in organizations to use their personal information responsibly (28%) [102] - Privacy concerns are lowest in EMEA, likely due to strong data protection regulations like GDPR [102] APJ - APJ consumers are more optimistic, with trust and purchase metrics almost 3% points higher than the global average [105] - APJ consumers are the most comfortable using AI, with 67% having used it at least once [106] North America - North American consumers align with global benchmarks but are less likely to trust organizations to use AI responsibly (20%) [114] - Concerns about the trustworthiness of AI-generated information are 11% points higher than the global average [115] Latin America - Latin American consumers have the most positive outlook, with all CX metrics well above the global average [120] - 74% of Latin American consumers have used AI, with the lowest levels of concern regarding AI [120]