Envisioning 2025: Innovative Approaches and Tools for Enhancing Customer Experience

The customer experience encountered significant hurdles during the pandemic, but there’s no turning back now. Customers demand a seamless integration of options, and there’s really no justifiable reason for them not to receive it. As we move toward 2025, digital, in-store, and hybrid ‘phygital’ journeys are all viable paths. The cornerstone for customer satisfaction will be the development of a comprehensive strategy to address all avenues.

This year’s forecasts point to certain areas where customer experience (CX) is likely to improve. The primary takeaway for marketers is to unify their approaches. This will empower customers to dictate how they wish to engage, learn, and purchase.

Increased Flexibility Without a Dominant Option

As customer experiences continue to adapt, they will uphold the principles of flexibility and seamless interaction established in recent years. Major shifts in customer expectations are unlikely; instead, marketers should enhance diversity across various digital and physical touchpoints while accommodating multiple delivery methods. These experiences ought to be enriched through data, facilitating a personalized framework that acknowledges individual preferences and interests.

“In the future, there won’t be a singular ‘winner’ regarding shopping methods — transactions will be distributed among physical outlets, e-commerce sites, marketplaces, and social media channels,” forecasts Katie Moro, global director of managed services at commerce experience platform Productsup. “This will reflect the variety of delivery choices available, such as home delivery, curbside pickup, and in-store pickup. The traditional idea of a ‘holiday shopping spree’ will shift towards a more flexible approach, with consumers blending online and offline channels.”

“Anticipate the emergence of advanced in-store media networks that enable cross-channel marketing campaigns, featuring tailored promotions on digital displays as customers navigate the aisles,” states Megan Harbold, VP of strategy and growth at Skai, an omnichannel marketing platform. “This will reshape and intensify the complexity of omnichannel media strategies and their measurement.”

Upholding Accessibility to Meet Emerging Standards

Expect an increasing emphasis on web and mobile app accessibility spurred by specific regulations for government entities and broader commercial standards. This trend will drive a demand for all digital experiences to comply with accessibility requirements come 2025.

In 2024, the Department of Justice revised Title II of the Americans with Disabilities Act (ADA), mandating that state and local governments ensure the accessibility of their websites and digital services. The Department of Health and Human Services (HHS) also issued updated guidelines for hospitals and healthcare providers in line with Title II. Compliance deadlines for these changes will begin as soon as April 2026.

“Even though these specific updates target governmental and healthcare sectors, they create a precedent that other industries must heed,” remarks Chad Sollis, CMO of web accessibility platform AudioEye. “This serves as a call to action for marketers in these sectors to integrate accessibility into every aspect of their digital strategies—not just to fulfill legal mandates but also to cater to the diverse and broad audiences that rely on their services.”

Sollis added, “With accessibility standards tightening in 2025, marketers will need to show not just intent but also tangible action by embedding accessibility across every campaign, channel, and interface.”

For further exploration: Incorporating web accessibility into digital marketing strategies

Enhanced Live Experiences Enhanced Through AI

Live events, such as sports and the Oscars, are becoming more tailored to individual preferences. For example, the 2025 Academy Awards will be live-streamed on Hulu for the first time, offering viewers new levels of customization. All these advancements will be powered by AI.

“In the realm of live event production, AI will take over tasks like captioning automation, real-time video analysis, and viewer engagement,” explains Sujatha Gopal, Chief Technology Officer of TCS’s Communications, Media and Information Services Business Unit. “Real-time translation will broaden the audience reach. AI will also enhance participation and sales through gamification and predictive analytics, enabling dynamic content creation and management.”

Gopal elaborated, “Real-time personalization will fine-tune experiences reflecting users’ behavior and preferences, making interactions more pertinent. AI-driven virtual assistants will be available for immediate support during live events, answering questions and offering suggestions. Furthermore, AI will monitor audience feedback and sentiments in real-time, adjusting content accordingly to align with their interests.”

Image Recognition Will Enhance Interactive Engagements

Users will increasingly rely on image recognition technology to discover more about products and advertisements they encounter. Whether spotting something in their surroundings or viewing ads on digital displays or television, customers will snap photos and anticipate receiving additional information via search engines or mobile applications.

“2025 will witness brands fully harnessing the potential of image recognition technology, significantly altering how they connect with their audiences and converting everyday visuals into actionable engagement points,” states Matty Beckerman, CEO of interactive experience platform IRCODE. “This transformation will establish a more intuitive and seamless bridge between brands and consumers, setting new engagement and personalization standards while streamlining experiences and commerce across various platforms.”

For further exploration: An innovative QR code alternative introduces shoppable video advertising tools

Expanding Channels for Better Brand Safety

Given the understandable apprehensions around brand safety across digital platforms, brand safety measures have evolved to thoroughly assess content and prevent ads from appearing in adverse contexts. Yet, certain platforms have come under scrutiny among specific demographic groups. The governmental attempt to restrict TikTok has only compounded these suspicions. The outcome may change based on the company’s Supreme Court appeal set for January, whereas X/Twitter continues to lose advertisers and users due to its relaxed content management policies. It remains to be seen how Elon Musk’s role in the forthcoming administration will impact this.

For further exploration: TikTok challenges pending with the Supreme Court

“In 2025, the reliance on social media for advertising will likely raise red flags around brand safety and the concentration of channels,” comments Jonathan Neddenriep, CTO and co-founder of Postie. “Though social media platforms yield positive performance metrics, the risk of advertising adjacent to problematic content will drive brands to explore a wider array of marketing channels.”

Postie positions itself as a data-driven direct mail platform. Expect some brands to pivot away from the online fray and invest more heavily in offline marketing avenues, including direct mail.

“Despite the continuing digital boom, direct mail will remain a reliable marketing medium in 2025,” notes Neddenriep. “Its direct nature and measurable return on investment will be particularly appealing in an era where effective strategies are crucial. While physical catalogs will still hold charm for certain brands, the focus will shift toward exploring inventive and economical direct mail formats, like postcards.”

Tailoring Experiences via Loyalty Programs

In a bid to stay ahead of competitors next year, brands will seek innovative ways to enhance their competitive edge. This will prompt numerous companies to reassess and bolster their loyalty initiatives. The enhancement of customer experience will also benefit loyalty programs, as marketers leverage these programs not just to encourage existing customers to make additional purchases for rewards but as a strategy for expanding customer bases.

“In competitive marketplaces, brands will increasingly utilize loyalty programs not only to retain existing customers but also to attract new ones and widen their market share,” says Tara DeZao, product marketing director of adtech and martech at Pega.

Marketers will forge alliances to amplify the scope of loyalty programs and improve the overall experience.

“Organizations are creating expansive partnership networks within their loyalty frameworks, presenting exclusive offers and perks aimed at drawing customers away from rivals,” points out DeZao. “This is particularly pertinent in sectors where competing brands offer comparable services and pricing, making it easy for consumers to transition and often incentivizing them to do so.”

DeZao concluded, “This will be particularly beneficial for brands facing a shortage of first-party data. By exploiting such data, companies can heighten the personalization of customer interactions, bolstering engagement and fostering long-term loyalty.”