2025 Customer Experience Benchmarks

Explore the latest digital experience insights covering customer communications, forms automation, data collection, AI and more.

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GenAI Usage

Be Strategic and Smart About GenAI Implementation

Generative artificial intelligence is transforming efficiency and personalization.
Dive in to see where consumers are most enthusiastic—and where they show hesitation.

Impact

How consumers see GenAI affecting their experience
Percentage Who Say AI/GenAI Will Improve CX by 2030

Concerns

Where customers are most apprehensive about AI usage
Top Concerns About the Use of AI in Customer
Communications and Digital Forms

Value

A look at AI opportunities across industries
If AI Could Be Used to Do the Following Based on Your
Personalized Needs, How Valuable Would That Be to You?

Gender Divide

How men and women differ in how they view AI
How Confident Are You About AI
Handling Your Information?
With regards to secure handling of data
With regards to ethical handling of data
Copyright © 2025 SmartCommunications. All Rights Reserved.

Your Smart Move

GenAI offers significant benefits in terms of increased efficiency, personalization, and multilingual abilities in customer communications. However, many consumers are still wary of this newer technology. Prioritize transparency, data security, AI provenance, and human oversight to prevent potential errors, ensure compliance, and put your customers’ minds at ease.

Customer Retention

Customer Retention Starts with Good Communication

Today’s customers expect every interaction to be simple, fast, and intuitive.
Explore what factors impact customer loyalty, confidence, and word of mouth.

Churn

How communication quality impacts retention
Percentage of Respondents Likely to Switch from a Company
If Comms Don't Meet Expectations

Trust

What shapes credibility in customer interactions
Most Important Communication Trust Factors

Word of Mouth

Likelihood to recommend a company based on comms
How Likely Would You Be to Recommend a Company to a Friend
If Its Communications Exceeded Your Expectations?
Copyright © 2025 SmartCommunications. All Rights Reserved.

Your Smart Move

The easier it is for customers to engage with you and get the information they need, the better they feel about your brand. If you want to win new customers—and keep the ones you have—personalized, frictionless interactions must be the goal.

Omnichannel Orchestration

It's Time to Invest in Omnichannel Orchestration

In the customer’s eyes, every channel should feel like one conversation.
See how well-orchestrated touchpoints impact their experience.

Alignment

How often companies communicate via recipient’s preferred channel
Percentage Who Say Companies Always/Almost Always
Use the Right Channel When Communicating with Them

Preferences

What channels today’s customers favor for communications
Preferred Channel for Receiving Communications
(including those containing PII)

Consistency

How integrated customer experiences impact trust
Percentage Who Feel More Confident in Companies Offering
Seamless Omnichannel Experiences
Copyright © 2025 SmartCommunications. All Rights Reserved.

Your Smart Move

Today’s empowered customers expect tailored, on-their-terms communication. Make it easy for them to interact with your company however they prefer, leveraging omnichannel orchestration solutions to deliver a consistently seamless, quality experience across channels.

Data Intake

Make it Simple, Secure, and Seamless to Provide Data Digitally

How do customers prefer to share information? Discover the factors that determine whether they give
organizations the critical data they need—or bail on the process.

User Experience

How format choice shapes interactions
Percentage of Respondents Who Prefer Completing a
Guided Form Versus a Fillable PDF

Form Completion

What motivates users to finish sharing data … or abandon the process
Most Important to Completing a Form
  • 100% secure
  • Fast & easy to complete
  • Only asks for pertinent information
  • Progress can be saved and returned to later
  • Mobile/web friendly experience
Biggest Causes of Abandonment
  • Too difficult to provide documentation
  • Requires you to repeat/re-enter info
  • Takes too much time to complete
  • Contains irrelevant questions
  • Unable to save progress and return

Channel Preferences

How customers choose to resolve everyday needs
Percentage Likely to Use Digital Self-Service Options for
Completing Tasks Versus Calling Customer Service
Copyright © 2025 SmartCommunications. All Rights Reserved.

Your Smart Move

Ensuring accurate, timely and secure data collection is essential to smooth, successful operations. Exceed expectations by delivering automatic updates that keep customers informed and provide easy, secure processes that guide them through intuitive, self-service digital experiences they can complete at their convenience.

Get More Insights

Our exclusive 2025 Benchmark Reports are packed with dozens of additional data points and related recommendations on optimizing customer communications, omnichannel orchestration, data collection, AI usage, and much more!

Access the Full Report for Your Industry

About the Data

The Data Set

Smart Communications commissioned Toluna to conduct consumer research online in the US, UK, APAC (Australia, New Zealand, China, Hong Kong, Taiwan, Japan, Singapore) and German-speaking markets (Austria, Switzerland, Germany). Across all markets, a nationally representative audience (on age and gender) was targeted.

Industry Breakdown

To qualify for survey participation, all respondents must be a current customer of providers of insurance, the wider financial services sector, or healthcare.

Analysis Period

Fieldwork took place from January 31 to February 24, 2025.

Make the Smart Move for Stronger Communications