Forrester’s B2C Marketing & Customer Experience Predictions 2025: Price Sensitivity Will Lead To A 25% Decline In Brand Loyalty
Forrester's 2025 B2C marketing and customer experience (CX) predictions reveal significant shifts in consumer behavior and industry trends. Key highlights include:
- Brand loyalty is expected to decline by 25% in 2025 due to rising prices
- Loyalty programs will gain popularity as consumers seek value
- Investment in unifying data for loyalty and marketing tech stacks will triple
- Generative AI will displace 100,000 frontline agents from top global contact center outsourcers
- TikTok is predicted to remain operational in the US, despite government pressure
These predictions emphasize the need for B2C marketing, digital, and CX leaders to focus on improving data infrastructure for better customer insights in 2025.
Le previsioni di Forrester per il 2025 riguardanti il marketing B2C e l'esperienza del cliente (CX) rivelano cambiamenti significativi nel comportamento dei consumatori e nelle tendenze di settore. I punti salienti includono:
- Si prevede che la fedeltà al brand cali del 25% nel 2025 a causa dell'aumento dei prezzi.
- I programmi di fidelizzazione guadagneranno popolarità poiché i consumatori cercheranno valore.
- L'investimento nella fusione dei dati per i programmi di fidelizzazione e le tecnologie di marketing crescerà di tre volte.
- L'IA generativa sostituirà 100.000 agenti di prima linea dai principali fornitori di outsourcing dei centri assistenza globali.
- Si prevede che TikTok rimanga operativo negli Stati Uniti, nonostante le pressioni governative.
Queste previsioni sottolineano la necessità per i leader del marketing B2C, digitale e CX di concentrarsi sul miglioramento dell'infrastruttura dei dati per ottenere migliori approfondimenti sui clienti nel 2025.
Las predicciones de Forrester para el marketing B2C y la experiencia del cliente (CX) en 2025 revelan cambios significativos en el comportamiento del consumidor y en las tendencias de la industria. Los puntos clave incluyen:
- Se espera que la lealtad a la marca disminuya un 25% en 2025 debido al aumento de precios.
- Los programas de lealtad ganarán popularidad a medida que los consumidores busquen valor.
- La inversión en la unificación de datos para programas de lealtad y pilas tecnológicas de marketing se triplicará.
- La IA generativa desplazará a 100.000 agentes de primera línea de los principales proveedores de centros de contacto a nivel global.
- Se prevé que TikTok siga operando en EE. UU. a pesar de la presión gubernamental.
Estas predicciones enfatizan la necesidad de que los líderes de marketing B2C, digital y CX se concentren en mejorar la infraestructura de datos para obtener mejores perspectivas sobre los clientes en 2025.
포레스터의 2025년 B2C 마케팅 및 고객 경험(CX) 예측은 소비자 행동과 산업 트렌드에서 중요한 변화들을 보여줍니다. 주요 내용은 다음과 같습니다:
- 가격 상승으로 인해 브랜드 충성도가 2025년에 25% 감소할 것으로 예상됩니다.
- 소비자들이 가치를 추구함에 따라 충성 프로그램의 인기가 높아질 것입니다.
- 충성도 및 마케팅 기술 스택을 위한 데이터 통합 투자액이 세 배 증가할 것입니다.
- 생성적 AI가 세계 주요 콜센터 아웃소싱 회사에서 100,000명의 프론트라인 에이전트를 대체할 것입니다.
- 미국 정부의 압력에도 불구하고 TikTok은 계속 운영될 것으로 예상됩니다.
이 예측들은 B2C 마케팅, 디지털 및 CX 리더들이 2025년에 더 나은 고객 통찰을 위해 데이터 인프라 개선에 집중할 필요성을 강조합니다.
Les prévisions de Forrester pour 2025 concernant le marketing B2C et l'expérience client (CX) révèlent des changements significatifs dans le comportement des consommateurs et les tendances de l'industrie. Les points clés incluent :
- On s'attend à ce que la fidélité à la marque diminue de 25% en 2025 en raison de la hausse des prix.
- Les programmes de fidélité gagneront en popularité alors que les consommateurs rechercheront de la valeur.
- L'investissement dans l'unification des données pour les programmes de fidélité et les technologies marketing va tripler.
- Une IA générative remplacera 100 000 agents de première ligne chez les principaux prestataires mondiaux de centres de contact.
- Il est prévu que TikTok continue de fonctionner aux États-Unis malgré la pression du gouvernement.
Ces prévisions soulignent la nécessité pour les dirigeants du marketing B2C, du numérique et de la CX de se concentrer sur l'amélioration de l'infrastructure des données pour obtenir de meilleures connaissances client en 2025.
Die Vorhersagen von Forrester für das B2C-Marketing und die Kundenerfahrung (CX) im Jahr 2025 zeigen bedeutende Veränderungen im Verbraucherverhalten und in den Branchentrends. Die wichtigsten Highlights sind:
- Eine Abnahme der Markenloyalität um 25% wird im Jahr 2025 aufgrund steigender Preise erwartet.
- Treueprogramme werden populärer, da Verbraucher Wertschätzung suchen.
- Die Investitionen in die Vereinheitlichung von Daten für Loyalitäts- und Marketingtechnologiestacks werden sich verdreifachen.
- Generative KI wird 100.000 Frontmitarbeiter bei den führenden globalen Outsourcing-Anbietern von Kontaktzentren ersetzen.
- Es wird vorhergesagt, dass TikTok trotz staatlichen Drucks in den USA weiterhin betrieben wird.
Diese Vorhersagen betonen die Notwendigkeit für B2C-Marketing-, digitale- und CX-Leiter, sich 2025 darauf zu konzentrieren, die Dateninfrastruktur zu verbessern, um bessere Kundeninsights zu gewinnen.
- Loyalty programs expected to gain popularity
- Investment in unifying data for loyalty and marketing tech stacks to triple
- TikTok predicted to remain operational in the US, supporting continued investment in the platform
- Brand loyalty projected to decline by 25% in 2025
- Generative AI expected to displace 100,000 frontline agents from global contact centers
Insights
The prediction of a
The expected tripling of investments in unifying data for loyalty and marketing tech stacks highlights the growing importance of integrated customer data management. This shift could benefit companies like Salesforce, Adobe and Oracle, which offer comprehensive marketing and CRM solutions.
The prediction that generative AI will displace 100,000 frontline agents from top global contact center outsourcers is a double-edged sword. While it may lead to cost savings for companies, it could also result in job losses and potential backlash. Investors should watch for companies adapting to this trend, such as Genesys, NICE and Twilio, which offer AI-enhanced customer service solutions.
TikTok's expected continued presence in the US market despite regulatory pressures suggests that companies should maintain their investment in this platform for marketing purposes. This could benefit companies like Meta and Alphabet, which compete with TikTok for ad dollars, by forcing them to innovate and improve their offerings.
The predicted decline in brand loyalty could significantly impact companies with high brand premiums, potentially leading to margin compression across various consumer sectors. Investors should closely monitor companies with strong brand portfolios, such as Procter & Gamble, Unilever and Nike, for signs of weakening pricing power.
The increased investment in unifying data for loyalty and marketing tech stacks presents a growth opportunity for companies in the customer data platform (CDP) and marketing technology sectors. This trend could boost revenues for firms like Segment (owned by Twilio), mParticle and Tealium.
The displacement of contact center agents by AI could lead to substantial cost savings for companies with large customer service operations, potentially improving profit margins. However, it may also require significant upfront investments in AI technology.
TikTok's continued presence in the US market could impact the digital advertising landscape, potentially affecting the market share and ad pricing of other social media platforms. Investors should watch for shifts in ad spend allocation among major platforms.
Forrester’s B2C marketing and CX predictions analyze the dynamics and emerging trends to watch for in the year ahead. These insights help leaders and their teams prepare for future challenges and take advantage of new opportunities to thrive in 2025. Topics include: B2C marketing; customer experience; consumer; media and advertising; and marketing agencies.
Highlights from Forrester’s 2025 B2C marketing and customer experience predictions include the following:
-
Investment to unify data for the loyalty and marketing tech stacks will triple. Currently,
78% of US B2C marketing executives concede that their marketing and loyalty technologies are siloed. In 2025, leaders will merge loyalty and marketing technology stacks to increase efficiency and meet consumers’ need for continuity across customer experiences.
-
Generative AI will displace 100,000 frontline agents from the top global contact center outsourcers. An average of
62% of contact centers in consumer-facing industries are outsourced. With genAI poised to automate low-complexity issues, the demand for human agents will decline.
- TikTok will not get banned or divest in the US. Despite pressure from the US government to divest TikTok from ByteDance, the platform will stick around in 2025. Leaders should keep investing in the high-performing media channel.
“Given genAI’s potential to transform marketing and customer experience, many brands eagerly experimented with the technology in 2024,” said Sharyn Leaver, chief research officer at Forrester, “but it soon became clear that this transformation is a long game. In 2025, B2C marketing, digital, and CX leaders must build on lessons learned from this experimentation and focus on improving their data infrastructure to gain better customer insights.”
Resources:
- Download Forrester’s 2025 Predictions guides for B2C marketing and customer experience leaders, B2B marketing and sales leaders, and technology and security leaders.
- Register to attend Forrester’s webinar covering key B2C marketing and customer experience predictions for the coming year.
- Learn more about Forrester’s 2025 predictions.
- Visit Forrester’s 2025 Predictions hub to access additional complimentary resources.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; and the shared wisdom of our clients.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241022746921/en/
Press contacts
Ira Kantor
ikantor@forrester.com
Source: Forrester
FAQ
What is Forrester's prediction for brand loyalty in 2025?
How will generative AI impact contact centers in 2025, according to Forrester (FORR)?
What does Forrester (FORR) predict about TikTok's status in the US for 2025?
How much will investment in unifying data for loyalty and marketing tech stacks increase by 2025?
