零售客户经验展望（2025-2027）：顾客观点

Navigating CX in the Retail Industry 2025 to 2027 - Customer Perspectives

出版日期: 2025年11月20日 | 出版商:

Frost & Sullivan | 英文 42 Pages | 商品交期: 最快1-2个工作天内

价格

简介目录

利用创新来改善客户经验(CX) 和员工体验 (EX) 是重中之重。

过去四年对零售业而言可谓动盪不安。新冠疫情的影响、持续向云端迁移、下一代人工智慧技术的成熟以及剧烈的地缘政治变化等关键因素，既为产业带来了摩擦，也激发了创新。所有这些因素同时带来了巨大的挑战和机会。

多年来，客服中心产业已在各个领域应用人工智慧。从2022年起，这一趋势将加速发展，逐步迈向对话式人工智慧、生成式人工智慧（GenAI），以及如今的基于代理的人工智慧。在零售顾客关怀领域，人工智慧已被广泛应用于入职培训、绩效管理、预测、排班、代理辅助、转录、语言翻译、流程自动化、自助服务和分析等领域。

人工智慧在零售业的应用至关重要，并根据具体应用场景呈现不同的形式。人工智慧主要用于内容生成，而基于代理的人工智慧则主要专注于推理而非内容创作。基于代理的人工智慧以目标为导向，能够执行包括推理在内的复杂操作序列，从而建立独特的工作流程并根据回馈不断改进。透过理解这些细微差别，解决方案供应商和零售商正在探索何时应用不同类型的人工智慧来提升营运效率并实现客户经验(CX) 目标。

本研究的主要目标是确定零售客服中心环境的互动管道、应用和解决方案采用计划，了解购买趋势，并探索影响产品选择的因素。

我们对零售客服中心决策者和影响购买决策的人员（总人数 n=166）进行了调查，他们来自不同的业务职能部门，包括执行长、董事、所有者、高阶主管、中阶管理人员等。

符合资格的国家：澳洲/纽西兰、巴西、德国、法国、印度、墨西哥、菲律宾、阿联酋、以色列、英国/爱尔兰、美国

调查期间：2025年1月至2月。受访者：106家零售公司的决策者。调查期间：2025-2027年。

在零售业，与真人负责人进行语音和聊天沟通是一种很受欢迎的选择。
语音沟通已成为常态，负责人需要接受训练。
零售商计划在未来两年内升级其人工智慧语音和聊天代理。
改善客户经验(CX) 是零售商的首要任务。
积极主动的客户服务是客户体验 (CX) 的首要任务。
选择客户体验解决方案供应商时的主要决策因素

零售商利用人工智慧为客户创造价值

顾客要求高度个人化的服务，以感受到被关怀。
整个客服中心解决方案套件的投资
生成式人工智慧技术的关键改善领域
人工智慧虚拟代理需要微调
全通路客户体验能力远未达到顾客预期

主要发现

主要发现

附录

成长机会驱动Growth Pipeline Engine（TM）™
为什么经济成长变得越来越困难？
The Strategic Imperative 8（TM）
成长机会带来的益处和影响
下一步
附件清单
免责声明

简介目录

Product Code: KBE4-76

Leveraging Innovation to Improve CX and EX is a Top Priority

The last four years have been a roller coaster for the retail industry. Dominant themes that have both rankled and engendered creativity include the effects of the COVID-19 pandemic, the continued movement to the cloud, the maturation of next-level AI technology, and dramatic geopolitical upheaval. Each component has presented both significant challenges and opportunities.

The contact center industry has been leveraging AI for years across all segments. This has greatly accelerated since 2022, first with conversational AI, then generative AI (GenAI), and now agentic AI. AI is being used extensively in retail customer care, encompassing: -Onboarding and training -Performance management -Forecasting & scheduling, agent assistance -Transcription -Language translation -Process automation -Self-service -Analytics

The use of AI is essential in retail, with variations based on specific use cases. AI is primarily used for generating content. In contrast, the primary purpose of agentic AI is reasoning, not content creation. Agentic AI results are driven by achieving goals. It can carry out a complex series of activities, including reasoning to create its own workflows and evolve based on feedback. With this subtle difference, solution providers and retailers are learning when to apply which type to further operational and CX goals.

The primary goals of this study are to determine implementation plans of interaction channels, applications, and solutions in the contact center environment in the retail industry and to understand purchase trends. It also investigates the factors that influence product selection.

Decision-makers and purchase decision influencers of retail contact centers (total n=166) were surveyed across business functions, including CXOs, managing directors, owners, senior management, middle management, and others.

Countries include Australia/New Zealand, Brazil, Germany, France, India, Mexico, the Philippines, the UAE, Israel, the U.K./Ireland, and the U.S.

Field work: January to February 2025 Respondents: Decision makers from the 106 Retail organizations Study period: 2025 to 2027

Research Objectives and Methodology

An Integrated Approach Provides a 360-Degree Perspective
Research Objectives and Methodology of Customer Survey

Retail Growth Environment

The State of Retail
Global Consumer Trends Disrupting The Retail Industry
The State of Retail Customer Care: 2024-2029
The State of Retail Customer Care - The Prominence of AI
Tariff-Induced Macroeconomic Risks and Growth Opportunities

Retail Decision Maker Priorities

Retail Decision-maker Priorities

Investment Priorities & Critical Decision-Making Factors

Voice Call and Chat with a Live Agent for Communication are a Popular Choice Among Retail
Voice Reigns and Agents Require Coaching
Retail Organizations Plan to Upgrade AI Voice and Chat Agents in the Next Two Years
Enhancing CX is a Top Priority for Retail Organizations
Delivering Customer Service Proactively is a Top CX Priority
Top Critical Decision-Making Factors When Selecting a CX Solution Provider