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Increased expectations , declining loyalty ; Qualtrics announces 2025 consumer experience trends
T oday ’ s fickle consumers are sensitive to privacy concerns and less inclined to offer feedback than they previously were , setting up a tightrope walk for companies in 2025 as they seek to meet expectations , according to the 2025 Consumer Trends Report from Qualtrics . The fourth annual report draws on insights from nearly 24,000 consumers in 23 countries around the world .
The five consumer experience trends for 2025 are :
• Heightened expectations fuel a decline in loyalty : Despite fewer bad experiences , consumers are more likely to pull back on spending after a negative interaction .
• Feedback falls to a new low : Consumers are increasingly staying silent about their experiences , whether good or bad .
• AI hype gives way to scepticism : Only 26 % of consumers trust organisations to use AI responsibly .
• Today ’ s consumers want privacy and personalisation : Consumers want a tailored experience , yet they are uncomfortable with companies using unsolicited data to personalise their interactions .
• Consumers are clear – go back to basics : Trust is highly correlated with loyalty , so the best way for organisations to keep customers is to do what they say they ’ re going to do .
Heightened expectations fuel a decline in loyalty necessary services slide ,” said Isabelle Zdatny , Customer Loyalty Researcher at Qualtrics . “ The bar has been raised – consumers know what is possible , and they are ready and willing to look for alternatives if companies don ’ t keep up .”
Consumers are ghosting companies due to poor experiences and the consequences are costly . Compared to last year , people are less likely to share with a company that they had a bad experience , and they are more likely to cut their spending after a recent negative interaction .
Customers cite the following causes for a bad experience :
• Service delivery issues ( selected in 46 % of bad experiences )
• Communication problems ( 45 %)
• Employee interactions ( 39 %)
• Pricing concerns ( 37 %)
• Product quality / failure ( 35 %)
• Post-purchase support ( 21 %)
Consumers are more likely to say they had a bad experience with industries offering critical services such as public utilities , banks and hospitals , than they are with more discretionary industries such as airlines , hotels and fast food restaurants .
However , perhaps due to the essential nature of their services or lack of alternative options , consumers are less likely to cut spending after a negative interaction with ‘ must have ’ industries than they are with ‘ nice to have ’ industries .
Consumers are less likely than ever to share feedback
People are increasingly likely to stay silent about both good and bad experiences . Compared to 2021 , consumers are seven points less likely to say something about a good experience , and eight points less likely to say anything after a bad experience .
When people did say something after a good or bad experience , the most common response was to tell family or friends about it . Less than a third of consumers give feedback directly to a company and they are least likely to post something on social media . �
“ As companies selling discretionary goods and services up their game to win over customers , consumers are less willing to let poor experiences from more
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