Customer Experience & Contact Center

NFON’s CX Insights Report 2025: What 1,000 Customer Experience Leaders Told Us About the State of CX Today

Here are the 10 questions we asked—and the answers that are shaping the future of CX.

What is the biggest priority for your CX strategy in 2025?

🥇 “Improving resolution speed and first contact success.”

  • 64% chose this as their top priority.
  • 21% said “embedding empathy into all channels.”
  • 15% focused on “scaling AI and automation.”

Insight: Speed still wins—but not at the cost of human experience.

 

Which channel do your customers prefer most for complex queries?
  • 62% said phone/live agent.
  • 18% said webchat with agent.
  • 13% opted for email.
  • 7% noted messaging apps (e.g., WhatsApp, Facebook Messenger).

📞 Voice is far from dead—it's still the go-to for emotion-heavy interactions.

 

How confident are you in your organisation’s AI tools delivering good CX?
  • Only 29% are “very confident.”
  • 47% are “somewhat confident.”
  • 24% are “not confident at all.”

🤖 AI adoption is growing, but trust and results haven’t caught up yet.

 

What’s the #1 complaint your customers report?
  • 41%: “Having to repeat information across channels”
  • 28%: “Long wait times”
  • 16%: “Getting passed between agents or bots”
  • 15%: “Unhelpful self-service tools”

😤 Consistency and context across channels is still the #1 battlefield.

 

Which generation is hardest to please in CX terms?
  • 39%: Gen Z (18–26)
  • 28%: Boomers (60+)
  • 21%: Millennials (27–42)
  • 12%: Gen X (43–59)

🧬 Gen Z expects instant service, hyper-personalisation, and seamless switching between channels.

 

What percentage of your customer journeys now include automation or AI at some point?
  • 72% say “over half” of journeys include AI or automation.
  • 18% say “less than half.”
  • 10% say “almost none.”

⚙️ Automation is no longer a novelty—it’s a default.

 

How many customers do you estimate would leave after one bad experience?
  • 42% believe at least 1 in 3 customers would churn after a single negative touchpoint.
  • 33% say the risk is even higher.
  • Only 9% said customers would give more than 2 chances.

🚨 One shot. That’s what most brands get.

 

How important is empathy in contact centre interactions today?
  • 88% say it’s “as important as speed or resolution.”
  • 9% say “less important”.
  • 3% believe it’s “overrated.”

💡 Empathy has graduated from a “nice-to-have” to a business imperative.

 

Do you measure emotional outcomes in your CX analytics?
  • 34%: Yes, we use sentiment scoring or emotion metrics.
  • 49%: No, but we plan to.
  • 17%: No, and we don't plan to.

📈 The next frontier of CX analytics isn’t just speed or NPS—it’s emotional connection.

 

What makes customers feel truly valued?

(Multiple responses allowed)

  • 72%: Not wasting their time / fast help
  • 64%: Being remembered / recognised
  • 57%: Receiving personalised experiences
  • 39%: Being treated like a human, not a ticket

💬 Respect, relevance, and responsiveness remain the holy trinity of CX.

 

🧭 Final Word: The CX Equation in 2025

The formula for success, according to CX professionals?

Empathy + Speed + Seamless Tech + Real Human Options = Loyalty

Organisations that treat contact moments as trust-building opportunities—rather than costs—will not just survive but lead.

 

Are you looking to boss your CX strategy? We're always here to offer free and impartial advice - just get in touch

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