Analyst hot takes on even hotter trends: Your guide to keeping ahead of the curve in 2025

With the year 2024 winding down, business leaders are eagerly looking forward to what 2025 has in store. This year has proven eventful with a surge of innovation thanks to purpose-built artificial intelligence (AI) applications and other monumental tech advancements. Customer expectations are on the rise as well, compounding the pressure companies face in capturing loyalty and satisfaction while keeping up with the constantly evolving tech landscape.

The goal of providing exceptional customer experience (CX) hasn’t changed for most business leaders, but the customer service industry is experiencing a significant shift in how brands are delivering these experiences and how that shift affects their operations and bottom line.

As your business charts a course for its CX roadmap into 2025, it’s a pivotal time to align your CX endeavors with the rapidly changing demands of consumers to position yourself as a definitive leader. NICE has identified ten compelling trends that focus on the transformative power of cloud, digital, and AI technologies in CX in the eBook, “CX 2025 Trends: Planning Essentials and 2025 Strategy.”

Several expert industry analysts have weighed in on these trends and how they can be major launching points to your brand’s success in 2025. Let’s take a look!

Trend #1: CX has evolved to encompass the entirety of the business

The integral role of CX in driving brand success is unequivocally evident, transforming from a niche departmental concern into a vital business strategy. Prioritizing CX and fostering cross-departmental alignment around CX is not just strategic but essential; it establishes a culture that prioritizes the customer in every facet of the business. And what comes of those who feel valued? Happy customers.

NICE’s analysis confirms the undeniable link between positive customer sentiment and stock performance—organizations that excel in CX have outperformed their peers nearly 3.5x in stock value over the past year.^[1]

What do the experts say?

Omer Minkara, VP and Principal Analyst at Aberdeen Research, weighs in: “With the surge of AI initiatives, there’s a tendency for business leaders to confuse and prioritize technology over strategy. The reality is that CX remains a critical strategic initiative for companies of all sizes and industries. AI initiatives are pivotal to elevate these CX programs, but they should not be considered as interchangeable; rather, there’s a symbiotic relationship.”

Mila D’Antonio, Principal Analyst of Customer Engagement at Omdia, further states, “In the current landscape, CX is no longer isolated; it’s part of the entire business ecosystem. Businesses recognize that a cohesive and data-driven approach to CX can significantly impact revenue, efficiency, and customer satisfaction. Whether through direct investments in Customer Engagement Platforms (CEPs) or by fostering advanced CX strategies, companies are positioning themselves to compete in an experience-driven economy.”

Trend #2: AI is expected to improve every position by 2026

Never think of AI as competing with your workforce. Rather, look at it as a copilot that augments the capabilities of employees from front-line agents to top executives. These AI assistants only serve to enhance communication, analysis, and problem-solving skills, setting new benchmarks in customer service quality and improving overall employee performance.

What do the experts say?

Industry analysts are recognizing the importance of infusing the workforce with AI-enabled tools. Omer Minkara asserts, “The observation that AI will enhance all CX roles by 2026 is spot on. Our research actually shows that this is already happening with AI users, reporting 10.2% annual growth in customer satisfaction rates.”

Mila D’Antonio follows this line of thinking further: “AI augmentation is not just about making CX operations faster or cheaper—it’s about fundamentally enhancing the quality of interactions. It’s about making customer experiences more personalized and satisfying, and support teams empowered to focus on high-value tasks and for businesses. This means a better bottom line and stronger relationships.”

Trend #3: Outbound CX strategies will dominate

Progressive organizations aiming to refine customer engagement have pinpointed the necessity of unifying inbound and outbound communication within one platform.

Proactively connecting with customers using predictive analytics to anticipate and meet their needs yields a striking improvement in operational efficiencies. This tactic allows businesses to cut down on inquiries and boost the rates of first-contact resolution. Contact center leaders will see improved conversions and optimized CX that align with today’s expectation of instant, predictive, and personalized service.

What do the experts say?

Minkara elaborates on the importance of proactive strategies, stating, “[Consumers] today prefer brands to anticipate problems they may have and proactively engage via outbound to solve them to minimize disruptions to their lives and businesses. With AI and automation enabling real-time data processing, there’s never been a better time to finally infuse proactive outbound engagement as a key pillar of the CX programs.”

D’Antonio adds her perspective: “Traditionally, CX strategies have been heavily focused on inbound interactions—reacting to customer needs and solving issues as they arise. But this shift to outbound-driven CX strategies, enabled by AI, is a game-changer. It's about knowing your customers so well that you’re able to reach out with the right message or offer at the perfect time.”

Trend #4: The experience gap between CX front-runners and laggards is widening

In today’s competitive landscape, the real challenge for companies is not just to stand out within their own sector but to rival the top-tier experiences customers encounter in any context. CX leaders should focus on improving customer sentiment throughout every phase of customer interactions to bridge this gap.

This all-encompassing approach to CX and customer satisfaction ensures a consistently positive customer journey, fostering loyalty and recalibrating consumer expectations across the board.

In other words, happy customers keep coming back for more, and CX-leading brands are recognized for their service and rewarded with an A+ reputation.

What do the experts say?

The experts agree that not only is the experience perception divide real, but that there’s never been greater urgency to close the gap. Mila D’Antonio of Omdia states, “With CX expectations rising, companies that are ahead are setting new standards for personalization, responsiveness, and seamless engagement across channels.”

She goes on to say, “Those who wait risk falling further behind and losing customers to competitors who can deliver faster, more personalized experiences.”

Omer Minkara adds, “As the pace of technology innovation grows, the gap between ‘best-in-class’ and ‘laggard’ CX and contact center leaders is rapidly widening. Business leaders need to modernize their CX toolbox with [updated] tools in addition to managing fundamentals well, such as keenly understanding customer needs and expectations.”

Trend #5: Knowledge management integrates with AI management

To keep your AI smart and reliable, it’s crucial to feed it with pre-checked, trustworthy information. Think of it as giving your AI systems a map to the right answers. Setting up specific safety measures is like putting up a guardrail—it keeps your AI from veering into risky territory.

Through continuous monitoring and adjustment of AI outputs, businesses can stay ahead of potential errors, securing a spot at the forefront of trustworthy AI interactions.

What do the experts say?

Mila D’Antonio states, “With AI-powered knowledge management, businesses can leverage data to continuously refine and improve their knowledge base. This helps create a seamless, efficient, and proactive CX that drives customer satisfaction and long-term growth. In short, effective knowledge management is foundational to a high-quality CX that keeps pace with modern customer expectations.”

“Hallucinations come with the territory when AI is implemented without a carefully designed and managed knowledge management program. We’re not far from days where every company will likely have their own AI trained based on their internal data customized to their unique business conditions,” Omer Minkara says.

Trend #6: The rise of AI agents and autonomous work

For forward-thinking leaders aiming to maintain a competitive edge, the message is clear: Embrace the era of intelligent automation by integrating agentic AI into your strategic operations. This intelligent technology is swiftly transitioning from performing basic tasks to taking on roles that demand intricate, cognitive work, merging the power of large language models with advanced tools and self-optimizing capabilities.

The result? Your organization can leverage deep personalization in customer interactions, ensure seamless task execution across various platforms, and foster a dynamic environment where both AI and human agents collaborate to drive innovation and performance.

What do the experts say?

Sheila McGee-Smith, President and Principal Analyst of McGee-Smith Analytics, says of agentic AI, “In the customer experience market, September 2024 saw the beginning of an explosion of messaging around ‘agentic AI,’ both in the business press and by CX vendors announcing products promised for delivery. It promises to take the business outcome benefits of generative AI to the next level, with AI agents not only managing simple interactions but also collaborating with human counterparts to complete work transactions on humans’ behalf.”

“With AI, companies can now go much farther than process automation. They can blend automation with smart algorithms to map and then automate workflows in both the front-office and back-office,” Omer Minkara says.

Trend #7: Prioritizing digital channels without being exclusively digital

In the ever-changing dynamics of customer experience, adopting an integration-centric approach to optimization is key. It’s become a hard truth that businesses can no longer rely solely on a digital-first strategy—the human touch is still desired by customers.

Implementing an all-encompassing platform that consolidates voice, digital channels, and live agents assures a fluid transition between different modes of interactions, breaking down silos and amplifying customer convenience.

What do the experts say?

Those currently studying the customer service industry make the clear distinction between digital-first and digital-only. Mila D’Antonio, “Successful CX strategies recognize the importance of digital as a first point of contact but understand that it’s not the only solution. By balancing digital efficiency with the option of human-centered customer support when needed, companies can create a more satisfying, adaptable customer experience that genuinely meets the needs of today’s consumers.”

From Minkara’s perspective, “Many business leaders seem to be under the impression that customers no longer want human contact and dedicate most—and at times all—resources to improving digital experiences. In reality, there are still customer personas and types of issues where human contact is either needed or valued. The distinction between digital-first and digital-only is paramount for CX leaders to recognize to maximize the benefits of digital in 2025 and beyond.”

Trend #8: In 2025, AI’s value will be measured in profits, not promises

As AI transitions from hype to delivering substantial ROIs in customer experience, CX leaders are turning initial gains into fuel for further enhancements, driven by a unified platform that blends AI and data across the CX palette.

For executives poised to harness AI's potential, beginning with targeted, high-return projects like auto-summarizing agent notes offers a clear path forward. This approach quickly demonstrates AI’s value through enhanced agent productivity and richer customer data, setting the stage for scaling AI initiatives across CX operations with cumulative benefits.

What do the experts say?

Can you really quantify AI’s impact? D’Antonio says, “For years, we’ve heard about AI’s potential to revolutionize industries and transform customer experiences, but we’re now at the point where companies expect real, measurable results. Businesses that successfully deploy AI aren’t just innovating for innovation’s sake; they’re seeing real financial returns. If businesses want to stay competitive, it’s time to focus on tangible outcomes.”

Trend #9: SMBs thrive with UCaaS and CCaaS convergence

The digital transformation in small and mid-sized businesses (SMBs) is notably marked by the integration of Unified Communications as a Service (UCaaS) and Contact Center as a Service (CCaaS), a strategy that significantly enhances customer service capabilities. This once novel convergence has now taken over the conversation, offering even smaller enterprises the benefits of unified, seamless communication channels that accelerate both internal collaboration and customer issue resolution.

What do the experts say?

Analysts agree that UCaaS and CCaaS convergence yields significant results, with Omer Minkara of Aberdeen reporting, “We’ve been tracking the business impact and best practices in UC and contact center integration for over a decade and our most recent research shows that companies with this integration enjoy a 95% greater year-over-year improvement (decrease) in service costs, compared to those without it. The efficiency gains from better communication and collaboration truly facilitate such improvements in cost.”

Mila D’Antonio adds, “For SMBs, the convergence of UCaaS and CCaaS isn’t just about combining communication tools—it’s about creating a seamless, integrated experience that spans customers and employees that drives growth and retention.”

Trend #10: New AI-centric CX benchmarks will emerge in 2025

As AI reshapes the realm of CX, redefining success measurement is critical. Traditional metrics might not fully capture the scope of AI’s influence—you need metrics that gauge not only efficiency but also the finesse of AI/human collaboration, satisfaction with AI-facilitated resolutions, and the prowess of AI-powered tools to handle complex customer issues.

Focusing on these modern metrics enables leaders to deeply understand AI integration into CX, ensuring every touchpoint drives business value.

What do the experts say?

Mila D’Antonio sums it up nicely: “Leaders in CX will use these benchmarks to track how well their AI tools align with customer values, including transparency, fairness, and data security, ultimately setting a new standard for trust and engagement in the digital customer experience.”

On the cusp of the new year, you can take your business to new heights with carefully crafted CX initiatives. Download the CX 2025 Trends eBook to get the full scope of the CX trends that are driving incredible innovation throughout the CCaaS industry:

Meet the experts

Sheila McGee-Smith, Founder & Principal Analyst – McGee-Smith Analytics

Sheila McGee-Smith, the founder and principal analyst at McGee-Smith Analytics, is a leading communications industry analyst and strategic consultant with a proven track record in new product development, competitive assessment, market research, and sales strategies for communications. With more than three decades of experience in the telecommunications industry, including 12 years with The PELORUS Group, her insight helps enterprises and solution providers develop strategies to meet the escalating demands of today’s consumer and business customers.

Omer Minkara, Vice President & Principal Analyst – Aberdeen Research

Omer Minkara is the Vice President, Principal Analyst at Aberdeen, researching Best-in-Class practices and emerging trends in the technologies and business processes used to enhance customer experience across multiple interaction channels (e.g. social, mobile, web, email and call center). He has an MBA degree from Babson College, where he participated in the launch of a technology company, creating a customer acquisition and engagement strategy, and developing all the operational and financial forecasts for the enterprise.

Mila D’Antonio, Principal Analyst – Omdia

Mila D’Antonio is a principal analyst on Omdia’s Customer Engagement team where she focuses on enterprise applications that enable personalized and connected customer engagement. Mila analyzes key developments in customer engagement applications and emerging tech that improve customer interactions and enable personalized, relevant engagements. That includes research on customer engagement platforms, customer data platforms, customer journey orchestration, and conversational AI.

_{[1] NICE: The State of CX: Real insights from the world’s largest dataset (2024)}