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Marketing as an industry and a practice is in constant flux, a dynamic environment shaped by evolving consumer behaviors and technological advancements. Understanding these shifts, particularly the nuances within different generational segments, is paramount for brands aiming to thrive. The convergence of cautious optimism among consumers, the rise of AI-powered personalization, and the increasing dominance of mobile engagement presents both challenges and opportunities.
The convergence of AI and human expertise is reshaping the retail landscape, enabling brands to create personalized experiences that resonate deeply with customers.
One company at the forefront of this transformation is Stitch Fix, a personalized styling service that seamlessly blends AI-driven recommendations with the expert touch of human stylists.
The winds of change are sweeping through the landscape of customer experience (CX), carrying with them the promise of a post-dashboard world. While dashboards have long been the bedrock of CX operations, their static nature is increasingly at odds with the dynamism of today’s customer interactions.
This article was written for Forbes Agency Council by Greg Kihlström. With a fiercely competitive field of options for customers, simply offering a high-quality product or service is often no longer enough to set your brand apart. To truly stand out and build lasting relationships with your customers, you need to create an emotional connection that resonates with them on a deeper level.
In an environment where one bad experience can cost you a customer, the math of customer loyalty has changed. Today’s consumers don’t just expect fast, accurate service—they demand it. And with expectations set not by competitors within a vertical, but by the best experience anywhere, every brand is under pressure to perform.
The customer experience (CX) landscape is in constant flux, a dynamic interplay of evolving expectations and technological advancements. While brands invest heavily in CX initiatives, a multi-year decline in customer satisfaction reveals a widening gap between what customers expect and what brands deliver. This isn’t necessarily a reflection of declining quality, but rather an acceleration of customer expectations that brands are struggling to match.
This article was written by Greg Kihlström for CustomerThink. A
well-educated customer is valuable in a myriad of ways to a brand. They
tend to adopt products and services more quickly and easily, draw less on
customer support services, and they remain customers longer. This makes an informed customer valuable to both the top-and-bottom line performance of a company.
Forrester’s 2025 Global Customer Experience Index (CX Index™) paints a concerning picture: customer experience quality is in a multi-year decline worldwide, reaching an “all-time low in North America.” Brands are feeling this, as customers continue to vote with their wallets.
88% of consumers now say trust is just as important in buying decisions as price and quality. Think about that for a moment. Trust isn’t just some emotional afterthought or goodwill product of a long-standing customer relationship. It has fundamentally shifted into a key competitive battleground and deciding factor at the point of purchase.
Mobile traffic is booming, yet the 2025 Fullstory Benchmark Insights Report delivers a reality check: the average smartphone session now looks less like effortless swiping and more like whack-a-mole with broken UI elements.
After reviewing 9.5 billion web sessions, 4.1 billion mobile sessions, and a casual 945 billion events, the study shows mobile error clicks up 667 percent year over year and dead clicks hovering at 929 per 1,000
sessions—enough to make even the most patient consumer consider carrier pigeons.
