8 customer experience predictions for 2025

Updated on 7 Jan. 2025

Customer operations and service delivery have transformed in recent years, dramatically changing the customer experience (CX) market.

ServiceNow is excited to peer into the future to see how organisations can redefine the ways they engage their customers. AI-driven solutions, cloud migrations and platform-based approaches are all poised to help organisations reshape the CX landscape.

Join us in counting down our top CX predictions for 2025.

8. Agentic AI adoption gains speed

Organisations will begin adopting Agentic AI as a transformative capability to balance efficiency with personalised customer service. This next generation of AI will autonomously manage tasks, make informed decisions and enhance workforce productivity while keeping humans in the loop for strategic oversight.

Driven by advancements in machine learning, Agentic AI will be seamlessly integrated into workflows to handle repetitive tasks such as data entry, case routing and initial customer interactions. These systems will enable live agents to focus on higher-value initiatives, such as strengthening customer relationships and addressing complex challenges, ultimately transforming how service teams operate.

7. GenAI revolutionises service engagements

Generative AI (GenAI) is expected to play a central role in transforming both the customer and agent experience in 2025. Its ability to deliver precise, data-driven solutions to customers will significantly accelerate self-service. GenAI will empower customer service teams to work more efficiently and respond faster to customer needs.

Companies using GenAI in their services will streamline operations, reduce complexity and foster deeper, more meaningful interactions with customers — redefining how businesses deliver value.

6. Digital sales dominate B2B interactions

B2B sales interactions have rapidly shifted to digital channels. This trend will continue to transform how organisations engage with their customers, significantly affecting sales and customer growth.

Digital-first strategies will remain the norm, enabling businesses to deliver seamless self-service options and frictionless buyer journeys that meet growing demands for speed and convenience.

As organisations fully embrace and optimise digital-first engagements, they'll enhance customer satisfaction and drive substantial sales growth. The ability to offer personalised, data-driven experiences will attract new customers and retain existing ones, fostering long-term loyalty and increasing market share.

These digital strategies will enable businesses to scale effectively, streamline operations and reduce costs — all of which contribute to stronger sales performance and accelerated customer growth. Companies that stay ahead in this digital transformation will be better positioned to capitalise on emerging opportunities and sustain a competitive edge in the marketplace.

5. Multi-agent systems transform service delivery

The days of transactional agents handling one-off tasks are fading. In 2025, organisations will deploy AI-powered multi-agent systems capable of executing entire workflows end to end.

Imagine a claims-processing system that not only intakes a request, but also gathers missing information, evaluates policy coverage and collaborates with payout teams to finalise claims. These intelligent systems will deliver smarter and more efficient operations, resulting in better customer and agent experiences.

4. GenAI expands to new areas in field service

Over the last year and a half, field service organisations have experimented with GenAI pilot programs. In 2025, they'll scale these pilots, with GenAI expanding into new areas, such as multiturn conversations, advanced visual analysis and intelligent video support.

For example, GenAI can assist technicians by analysing visual data to identify equipment issues and provide step-by-step video overlays for repairs. These advancements will allow organisations to address more complex service challenges, improve operational efficiency and create innovative ways to engage with customers.

3. Contact centres migrate to the cloud

For years, contact centres have lagged behind CX systems in moving to the cloud. In 2025, this long-awaited shift will gain momentum, driven by advancements in AI and a growing need for flexibility and scalability.

This transformation won't just modernise infrastructure; it will enable seamless integration with cloud-based customer relationship management (CRM) systems to orchestrate interactions, streamline post-call workflows and open doors to upsell and cross-sell opportunities. As organisations embrace this change, they'll unlock new levels of efficiency, customer engagement and revenue streams.

2. Platforms replace best-of-breed tools

Customers' frustration with disconnected experiences across touch points will lead organisations to pivot. CX teams will move from fragmented, best-of-breed solutions to integrated platforms that deliver connected, intelligent capabilities across sales, commerce and service.

These platforms will enable organisations to provide differentiated experiences at every stage of the customer lifecycle, creating seamless and effective interactions across all channels.

1. AI and data create memorable moments at scale

Organisations will use AI and data to better understand their customers — recognising their devices, intentions and desired outcomes. This will enable businesses to deliver more relevant experiences, targeted content and dynamic paths that make each journey unique.

The goal will be to create "ignite moments" — incredible, memorable interactions that show customers they matter and keep them coming back. By designing these moments at scale, companies will build stronger relationships that help them stand out.

We'll follow these predictions closely to see how they come to life to improve customer experiences.

Meanwhile, find out how ServiceNow helps organisations put AI to work for customers.