The impact of customer experience (CX) on business is expected to be greater this year, especially in driving revenue and customer acquisition. 

What will marketers be doing with CX to reach their goals in 2025? Here are some strategies:

• Optimizing engagement. This will involve tactics like optimizing and integrating the martech stack to ensure that all points of the customer journey are providing insight into customer behavior, preferences, and past engagements. Doing this can enable a brand to build trust, reinforce brand recognition, and become more visible in a crowded landscape.
• Implementing CX leadership. It’s important to have a CX leader who will oversee CX efforts, establish the organization’s “North Star” for CX, and be an organizational evangelist to lead efforts across the organization.
• Focusing on outcomes. Some ways this might happen:
  • Concentrating on conversions, acquisitions, and building a community, rather than impressions or engagement rates.
  • Using more customer-centric content in ads, rather than more traditional, scripted ads.
  • Some brands may choose to focus more on owned websites rather than social media.
• Focus on educating customers. To stand out, brands will need to provide a clear description of how customers can benefit from using their products/services.
• Using digital twins. Digital twins – created from data as virtual entities of customers – can enable organizations to test and refine CX strategies before launch.
• Hyper-personalization. Using and leveraging real-time data will enhance a brand’s ability to provide individualized service to its customers.