Qualtrics：2025年消费者趋势报告 Consumer Trends.docx

ConsumerTrends

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Introduction

Sincethelaunchofourconsumertrendsreport4yearsago,we’veseentheeffectsofaglobalpandemic,

inflation-ledeconomicuncertainty,andtheriseofAI!

Butastheconsumerlandscapeevolves,onething

remainsconstant:theimportanceofforginggenuine,

lastingconnectionswithcustomers,whetherthatbeface-to-face,onthephonetoanagent,orscrollingthrough

yourwebsite.Andthisyearisnodifferent.Our2025

consumertrendsreport,withresponsesfrom23,730

consumersacross23countries/regions,showshow

valuableunderstandingandconnectingwithcustomersistobusinesssuccess.

Butit’snoteasy.Ourfindingslaybaretheeffectsof

lessmoneyinconsumers’pockets,ahyper-competitivelandscape,andthecontinualdeclineofcustomer

feedback.Insummary:loyaltyisharderwonandmoreeasilylostin2025,withcompaniesincreasinglyblindtothecausesofcustomerfriction.

Buildingloyaltystartswithbuildingtrust.Itisfoundationaltothelastingconnectionsthatmostsuccessful

organizationsarebuilton.Toearnthistrust,CXleaderswillneedtodevelopadeeperunderstandingoftheir

consumers,whichwillallowthemtomakeconfident

decisionsthatimproveexperiencesandconsistentlymeetconsumerexpectations.

Intoday’senvironment,CXisastrategicbusinessasset.Wehopethisreportequipsyouwiththeinsightsand

expertadviceyouneedtomaximizeyourprogram’simpact,nomatterwhereyouareinyourCXjourney.

IsabelleZdatny

HeadofThoughtLeadershipXMInstitute,Qualtrics

LOOKINGFORAREGIONALBREAK-DOWNOFTHE2025CONSUMERTRENDS?

ATAGLANCE

THESTATEOFCUSTOMEREXPERIENCE

76%

SATISFACTION

+0.4%PTSFROM2024

70%

RECOMMEND

-1.5%PTSFROM2024

73%

TRUST

-1.2%PTSFROM2024

69%

PURCHASEMORE

-1.3%PTSFROM2024

2//Qualtrics2025ConsumerTrendsReport//Introduction

Meettheexperts

MoiraDorsey

HeadofQualtricsXMInstitute

IsabelleZdatny

HeadofThought