Break the Trend of Customer Experience Dissatisfaction

2025 was a record-breaking year for customer experience dissatisfaction.

Evidence shows that simply “throwing technology at it” is not the answer.

Many companies are investing heavily in AI, automation, and digital customer engagement tools, hoping to resolve issues faster and at lower cost. Yet customers are becoming LESS satisfied, not more!

According to the seventh annual Customer Experience and Communications Consumer Insights survey, 71% of U.S. and Canadian respondents believe companies need to improve their customer experience - the highest level recorded by the survey to date.

Separate research from Forrester found that customer experience scores in the U.S. and Canada have declined for a fourth consecutive year, falling to a record low of 68.3 out of 100. Consumers increasingly describe brands as difficult to deal with, frustrating to contact, and emotionally exhausting to interact with.

Across the studies, the same complaints appear repeatedly:

• Getting help is significantly harder than making a purchase
• Resolving complaints requires excessive effort
• Contact pathways are unclear or difficult to find
• Customers must endure long, irrelevant messaging before reaching support

The striking part is that these trends are worsening despite significant advances in customer-facing technology.

Many organizations now rely on AI to handle complaints and service inquiries, particularly for high-volume and routine interactions. While this can improve efficiency, customer feedback suggests the experience often feels impersonal, repetitive, or obstructive rather than genuinely helpful.

So why does customer experience continue to deteriorate even as technology becomes more sophisticated

Because technology alone cannot solve a behavioral problem.

Imagine your roof is leaking. You would not solve the issue by applying the latest waterproof paint to the ceiling underneath. The real solution requires understanding the source of the water’s intrusion, then applying the appropriate engineering and technology to manage it correctly.

Customer experience works the same way.

The proverbial roof is leaking, not with water, but with friction in the flow and behaviour of customers.

Technology remains essential, but only when it is aligned with a deeper understanding of how people behave, communicate, decide, and seek help.

That is where CUBE Group is uniquely positioned to help: combining the science of human behavior with appropriately matched technologies across software-defined AV, telephony, and content systems to create customer experiences that work for both businesses and the people they serve.