零售業的客戶經驗展望（2025-2027）：顧客觀點

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個工作天內

價格

簡介目錄

利用創新來改善客戶經驗（CX）和員工體驗（EX）是最優先課題。

過去四年對零售業而言可謂動盪不安。新冠疫情的影響、持續向雲端遷移、下一代人工智慧技術的成熟以及劇烈的地緣政治變化等關鍵因素，既為產業帶來了摩擦，也激發了創新。所有這些因素同時帶來了巨大的挑戰和機會。

多年來，客服中心產業已在各個領域應用人工智慧。從2022年起，這一趨勢將加速發展，逐步邁向對話式人工智慧、生成式人工智慧（GenAI），以及如今的基於代理的人工智慧。在零售顧客關懷領域，人工智慧已廣泛應用於入職培訓、績效管理、預測、排班、代理輔助、轉錄、語言翻譯、流程自動化、自助服務和分析等領域。

人工智慧在零售業的應用非常重要，並根據具體應用場景呈現不同的形式。人工智慧主要用於內容生成，而基於代理的人工智慧則主要專注於推理而非內容創作。基於代理的人工智慧以目標為導向，能夠執行包括推理在內的複雜操作序列，建立獨特的工作流程並根據回饋不斷改進。透過理解這些細微差別，解決方案供應商和零售商探索何時應用不同類型的人工智慧來提升營運效率並實現客戶經驗（CX）目標。

本研究的主要目標是確定零售客服中心環境的互動管道、應用和解決方案採用計劃，了解購買趨勢，並探索影響產品選擇的因素。

對零售客服中心決策者和影響購買決策的人員（總數 n=166）進行了調查，他們來自不同的業務職能部門，包括執行長、董事、所有者、高階主管、中階管理人員等。

符合資格的國家：澳洲/紐西蘭、巴西、德國、法國、印度、墨西哥、菲律賓、阿拉伯聯合大公國、以色列、英國/愛爾蘭、美國

調查期間：2025年1月至2月。受訪者：106家零售公司的決策者。調查期間：2025-2027年。

在零售業，與真人負責人進行語音和聊天溝通是一種很受歡迎的選擇。
語音已成為常態，負責人需要接受訓練。
零售商計劃在未來兩年內升級其人工智慧語音和聊天代理。
改善客戶經驗（CX）是零售商的首要任務。
積極主動的客戶服務是客戶體驗（CX）的首要任務。
選擇客戶體驗解決方案供應商時的主要決策因素

零售商利用人工智慧為客戶創造價值

顧客要求高度個人化的服務，以感受到被關懷。
整個客服中心解決方案套件的投資
生成式人工智慧技術的關鍵改善領域
人工智慧虛擬代理需要微調
全通路客戶體驗能力遠未達到顧客預期

主要發現

主要發現

附錄

成長機會驅動Growth Pipeline Engine（TM）™
為什麼經濟成長變得越來越困難？
The Strategic Imperative 8（TM）
成長機會帶來的益處和影響
下一步
附件清單
免責聲明

簡介目錄

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