2025年消费者趋势报告（英）

Consumer Trends2 // Qualtrics 2025 Consumer Trends Report // IntroductionAT A GLANCETHE STATE OF CUSTOMER EXPERIENCE+0.4% PTSFROM 2024SATISFACTION76%-1.2% PTSFROM 2024TRUST73%-1.5% PTSFROM 2024RECOMMEND70%-1.3% PTSFROM 2024PURCHASE MORE69% IntroductionSince the launch of our consumer trends report 4 years ago, we’ve seen the effects of a global pandemic, inflation-led economic uncertainty, and the rise of AI! But as the consumer landscape evolves, one thing remains constant: the importance of forging genuine, lasting connections with customers, whether that be face-to-face, on the phone to an agent, or scrolling through your website. And this year is no different. Our 2025 consumer trends report, with responses from 23,730 consumers across 23 countries/regions, shows how valuable understanding and connecting with customers is to business success. But it’s not easy. Our findings lay bare the effects of less money in consumers’ pockets, a hyper-competitive landscape, and the continual decline of customer feedback. In summary: loyalty is harder won and more easily lost in 2025, with companies increasingly blind to the causes of customer friction. Building loyalty starts with building trust. It is foundational to the lasting connections that most successful organizations are built on. To earn this trust, CX leaders will need to develop a deeper understanding of their consumers, which will allow them to make confident decisions that improve experiences and consistently meet consumer expectations.In today’s environment, CX is a strategic business asset. We hope this report equips you with the insights and expert advice you need to maximize your program’s impact, no matter where you are in your CX journey. Isabelle Zdatny Head of Thought Leadership XM Institute, Qualtrics LOOKING FOR A REGIONAL BREAK-DOWN OF THE 2025 CONSUMER TRENDS?3 // Qualtrics 2025 Consumer Trends Report // Meet the expertsMoira Dorsey Head of Qualtrics XM Institute Isabelle Zdatny Head of Thought Leadership Qualtrics XM InstituteTalia Quaadgras Research Program Manager Qualtrics XM InstituteBrandon Hanson Contact Center Practice Leader QualtricsMax Venker CX Solutions Expert QualtricsJuliana Smith Holterhaus, PhD Lead Product Scientist, Digital QualtricsLeonie Brown Lead Product Scientist, Customer Care, QualtricsElizabeth Erkenbrack RVP XM Strategy QualtricsJessie Harn Sr. Dir., Head of Enterprise Customer Insights HiltonJill Helmle, Ph.D., CCXP, Director, Customer Experience Strategy ServiceNowMandia Moïse CRM & Customer Experience Manager Cirque du SoleilMary Catherine Plunkett VP., Customer Success Design, Customer Success Organization (CSO), AutodeskMeet the experts4 // Qualtrics 2025 Consumer Trends Report // ContentsContents591316212425Trend 1 // Heightened expectations fuel a decline in loyaltyTrend 2 // Consumers are clear – go back to basicsTrend 3 // Feedback falls to a new lowTrend 4 // AI hype gives way to skepticismTrend 5 // Today’s consumers want