June Market Study - CX in 2030 - Future of the Omnichannel Contact Center

In 2023, 57% of consumers felt their experiences with businesses were getting worse. In 2024, 55% expressed that sobering sentiment.

Unfortunately, that slight improvement was not the start of a course correction. According to CCW Digital’s 2025 Consumer Preferences Survey, an alarming 59% now feel that experiences are headed in the wrong direction.

The regression is unsurprising. In addition to experiencing many of the same pain points they have for years, including long wait times, repetitive questions, and impersonal interactions, consumers are encountering new challenges and reservations related to artificial intelligence (AI). Indeed, the technology that was supposed to alleviate customer frustration is only exacerbating the ill will. Clearly, brands are doing enough to “compete on the customer experience.” They are not doing enough to make their promises of “customer centricity” a reality.

Enough is enough. It is time to elevate the customer experience. It is time to turn the customer contact operation into a legitimate “value center.” It is time to deploy technology that actually helps customers. It is time to cultivate the happy agents who create happy customers.

To support these efforts, CCW Digital will not simply use the pages of this Market Study to report the incriminating data from the Consumer Preferences Survey. Instead, it will extract actionable takeaways from the information. These takeaways will paint a picture of where customer experiences and contact center operations need to go as 2030 approaches.