Customer experience trends: What customers really want and how companies can keep up

Current CX trends and AI insights for the customer service of the future

Trends in customer experience are more critical than ever when it comes to a company’s long-term success. Businesses that want to truly win over their customers need to understand what they genuinely expect—and how modern technologies like generative AI (GenAI) can help deliver. This free e-book from ServiceNow provides well-founded insights based on an international study of over 6,000 participants across nine countries, including customers, service employees, and CX leaders.

Research-based insights: Rethinking customer experience

Customer service is at a turning point. Standard solutions are no longer enough to meet rising expectations. The survey results on customer experience trends highlight key challenges and offer concrete strategies for improving service processes—with a particular focus on the use of artificial intelligence and GenAI.

Key takeaways include:

• What customers really expect: Self-service alone often doesn’t cut it. Many companies underestimate how much real interaction and personal support are valued—even in digital channels.
• What everyday work in customer service looks like: Overloaded staff, tool overload, and lack of integration hinder efficient service. The e-book outlines how modern platform solutions can help.
• Where AI adds real value: Business leaders share how they’re already leveraging AI to reduce costs and increase customer satisfaction.
• B2B vs. B2C, generations, regions: Get differentiated insights into customer expectations across demographics and global markets.

Trends in customer experience: A must-read for decision-makers

The trends in customer experience e-book doesn’t just show where we stand today—it also provides clear recommendations for shaping tomorrow’s CX strategies. This makes it a valuable tool for decision-makers aiming to improve service quality sustainably. Discover how to future-proof your customer experience and download the free e-book now!