South Africa, Oct. 1 -- A Qualtrics XM (experience management) Institute 2025 global consumer survey of more than 20,000 consumers found that 34% of consumers who had had negative brand experiences spent less money. As a result, global consumers would spend $2.1tn less, costing brands that delivered poor customer experiences around $865bn in lost consumer spend.

Maximising customer experiences to maintain a competitive edge has never been more important, especially as consumers are more demanding, discerning and fickle today than ever before. Closing that gap between consumer expectation and brand reality with consistency is no longer a CX goal, it's a brand imperative.

Harder for human-based operations

That is undeniably easier for br...