2025 Scaled Customer Experience Benchmark report
Personalization, automation & AI have crossed from nice‑to‑have to table stakes. See how hundreds SaaS leaders are keeping up.
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33%
reach > 50 % of customers with a tailored journey
36%
cite CSM bandwidth as
their #1 blocker72%
say AI will be critical
to CS by 2026
Personalization confidence vs. real reach (52 % ↔️ 33 %)
High-performer playbook: 3 tactics that drive 3× expansion ARR
4-stage playbook-maturity rubric (from “manual heroics” to “AI-orchestrated”)
Top blockers to scaling digital CS—bandwidth, data gaps, content upkeep
“If I could add one capability for 2025, I’d choose a unified personalization layer across all touchpoints, one that leverages AI to auto-adapt based on lifecycle stage, intent signals, and tech stack maturity because it would enable consistent, context-aware experiences at scale while improving both customer outcomes and operational precision”.
Zara Palevani, Director at merkle
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