Customer relations in 2025: communication becomes essential when AI meets the human touch

Consumers and AI: where do we really stand?

While artificial intelligence (AI) continues to profoundly transform the customer journey, consumer enthusiasm for its use appears to have reached a plateau and, in some cases, is beginning to wane.

Qualtrics’ Consumer Trends 2025 Report shows that fewer and fewer consumers are planning to use AI in their interactions with businesses. One of the main concerns is the difficulty of making contact with a human. Nearly one consumer in two shares this fear, a figure 2.1 points higher than in previous years.

A delicate balance between AI and human contact

However, according to the same report, consumers are not rejecting AI in its entirety. They are in favour of using it for simple, repetitive tasks, particularly when they have already had a positive experience with the technology. However, when it comes to managing complex or emotionally engaging issues, the need to speak to a human interlocutor remains a priority.

This is where the challenge lies for businesses: integrating AI in a relevant and thoughtful way into their customer journeys, while preserving access to human interaction.

Omni-channels: living up to the expectations of today’s consumers

The key trend of 2024 is omnichannel, a key solution for meeting these expectations. By combining simplified, personalised and seamless channels, companies can offer ‘seamless’ customer experiences. But this strategy requires in-depth knowledge of the audience and organisational agility to provide the right tools at the right time, while minimising the effort for the customer.

A guiding principle: human experience at the heart of technology

As Mandia Moïse, CRM & Customer Experience Manager at Cirque du Soleil, points out:

‘You have to start with the human experience and work your way up to the technology; not the other way around.’

Companies with the best AI performance should be guided by this principle: technological innovation should always serve people, not replace them.

Source: Report on consumer trends in 2025, Qualtrics.

Customer relations: AI at the heart of the transformation

The worldwide artificial intelligence market is estimated to be worth $184 billion in 2023, and could reach over $500 billion by 2030, revealing its crucial role in transforming customer journeys.

Achieving a balance between technology and humanity

Nearly one consumer in two prefers to retain human access for complex issues, confirming that AI needs to be integrated in a thoughtful and relevant way, without replacing human interaction.

Communication, a key loyalty-building lever

According to the Qualtrics study, 45% of consumers identify communication problems as the main cause of a poor customer experience, ahead of price doubts (37%), underlining the importance of clear, friendly communication.

‘Good production’ is no longer enough: you also have to “communicate well”.

While quality and price remain important levers in the purchasing decision, the Qualtrics study reveals that customer relations play a key role in building consumer loyalty. In fact, according to the study, 45% of consumers identify ‘communication problems’ as the main cause of a poor customer experience, while ‘price doubts’ concern only 37% of respondents. These figures show that, while quality remains essential, clear and caring communication is just as crucial to the success of businesses, whatever their sector.

To satisfy customers and build loyalty, it is not enough to offer them a quality product or service: the aim is to create a bond of trust with them. This means communicating clearly, consistently and sympathetically, tailored to their needs and expectations. To achieve this, you need not only to equip yourself with the right tools, but also to rely on customer relations professionals capable of establishing this precious bond.

‘’Meeting your customers where they are, whether that’s on your digital channels, live or through the contact centre, is crucial to finding out what’s working and what’s not and how to find solutions.’

Juliana Holterhaus, Lead Product Scientist Digital, Qualtrics

Make customer service central to your strategy

Meeting customers, understanding their needs and responding to them proactively means rethinking the role of customer service. Too often perceived as a peripheral function, customer service must now be a central pillar of the company, conceived and integrated from the earliest stages of strategic thinking.

We at Stelliant are fully aware of this trend. That’s why we’ve created the Customer Relations & TPA division in 2021. This division occupies a strategic position within the Group, enabling us to offer our customers intelligent, human solutions that are in line with their expectations and those of their own customers. Our mission is simple: to make customer satisfaction our absolute priority.