Medallia reveals experience management trends for 2025

Medallia has announced its predictions for trends in experience management expected to dominate 2025.

The company, which focuses on customer and employee experience, identified hyper-personalisation, employee empowerment, and artificial intelligence (AI) as the key areas organisations will need to focus on to engage customers effectively.

Nick Martin, Senior Vice President International at Medallia, shared insights on the upcoming year: "Proactive, personalised service delivery will become a primary expectation for consumers over the course of the year ahead. Hyper-personalisation requires leveraging advanced data analytics and AI to understand each customer's unique desires, predict their requirements (rather than react to requests), and even make real-time adjustments to services. This level of hyper-personalisation can turn one-time purchasers into lifelong brand advocates, something every brand should aspire to in 2025."

Martin emphasised the importance of empowering employees as part of this shift. He stated, "Business leaders know that employee experience has a major impact on customer experience and the bottom line, but over the course of the year ahead we'll see teams focus more on the impact of employee experience changes on business outcomes, not just on improving HR processes for employees. The best way to do this is empowering employees to raise obstacles at any time and route to the right teams to take action."

With regard to AI, Martin sees it as central to enhancing customer experience strategies. "Over the year ahead, organisations will continue to invest in AI. Predictive AI combined with integrated data systems will have the greatest impact on the delivery of an enhanced CX. As organisations move away from using AI for automating processes to leveraging it for predicting customer needs, they can better allocate resources, optimise service responses, and improve decision-making. This approach will enable real-time, data-informed adjustments to service strategies, enhancing both responsiveness and efficiency," Martin explained.

He forecasted that AI's prioritisation would only grow, stating, "It should come as no surprise that AI will maintain its position at the top of the priority list for organisations over the year ahead. However, organisations will need to move beyond the simple chatbots that consumers have grown accustomed to and use AI as a tool to more effectively anticipate consumer behaviour and offer those hyper-personalised services that customers crave, and employees want to deliver. That is where the real reward lies and how organisations will come to see a return on their investments throughout 2025 and beyond."

Medallia specialises in customer, employee, citizen, and patient experience. As an enterprise experience platform, Medallia Experience Cloud is the mission-critical system of record that makes all other applications customer and employee aware. The platform captures billions of experience signals across interactions including all voice, video, digital, IoT, social media, and corporate-messaging tools. Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and outcomes.