Where AI Meets CX:
Your Practical Roadmap
VONAGE GLOBAL CUSTOMER ENGAGEMENT REPORT 2025
AI shortens the route to any CX destination. So hit the road with our latest report full of customer frustrations, channel preferences, and AI-enhanced solutions.
About the research
Global AI love
Check out the preferences and use of AI-enabled channels around the world.
A fork in the CX road
It literally pays to veer the right way:
"This study confirms what we have already begun to see take shape with the adoption of advanced CPaaS capabilities. Businesses are expanding upon the benefits of programmable capabilities to unlock creative and unique use cases that truly deliver an unprecedented customer experience, moving from transactional interactions to true engagement."
Methodology The findings reported were sourced from August to September 2024 from in-market research panels — across 17 global markets — comprising 7,077 customers, ages 18–74. The survey was conducted in each market's leading language or languages, and the average completion time was 15 minutes. To ensure spreads in age, gender, and household income, quotas were set in each market, with the reported data weighted to represent actual age/gender proportions among the target populations. Panel members who self-identified as being the last among their friends and family to adopt new technology — approximately 5 percent — were omitted. Vonage was not identified as the survey's sponsor.
Over 7,000 customers across 17 global markets have spoken — it’s time to discover a new AI road
Tired of the same old CX route?
Joy Corso, Chief Marketing Officer, Vonage
Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
currently use daily
will increase in next 6-12 months
9%
32%
14%
26%
13%
25%
11%
25%
11%
28%
Chatbot
Video
chat
Automated phone support
Webpage/
in-app calling
Voice personal assistants
Long wait times to speak to agent
of customers only need one or two bad experiences before they leave.
This growing AI trend complements the demand for automation, personalization, and in-app convenience.
AI usage continues to rise
Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
10%
15%
20%
25%
30%
Want Channel-specific insights?
These consumers remain focused on SMS text messages, mobile phone calls, and email and plan to continue using these methods (especially SMS) — but also show moderate interest in moving toward more AI-enabled channels.
United States
The region shows high usage across most communications methods, with WhatsApp the dominant choice for voice calls, messages, social media, and video chats. Even more engagement with AI-enabled channels is likely if data security concerns are addressed.
Latin America
The region balances traditional methods such as email, mobile phone calls, and SMS text messages with app-based messaging, video chats, and social media. UK consumers appear likely to make only moderate changes and have not yet embraced expanding the role of AI in the customer experience. However, the 24/7 convenience makes AI a definite differentiator.
United Kingdom
The region loves mobile phone calls. It also uses AI across app-based phone calls and messages, not to mention WhatsApp for calls, messages, and video chats.
APAC
Preferences for traditional methods like mobile phone calls and email remain strong in most markets. There is moderate interest in moving more toward AI-enabled channels for voice, messaging, and video.
EMEA
The findings reported were sourced from August to September 2024 from in-market research panels — across 17 global markets — comprising 7,077 customers, ages 18–74. Vonage was not identified as the survey's sponsor.
Global
25%
30%
Messaging via non-SMS apps
AI-enabled channels
31%
Phone call via messaging apps
Live chat or sending messages inside a mobile app
Messaging via non-SMS apps
Phone call via messaging apps
Live chat or sending messages inside a mobile app
16%
22%
28%
AI-enabled channels
Messaging via non-SMS apps
Push notification
Phone call via messaging apps
17%
19%
24%
AI-enabled channels
Messaging via non-SMS apps
Phone call via messaging apps
Live chat or sending messages inside a mobile app
27%
36%
39%
AI-enabled channels
Messaging via non-SMS apps
Push notification
Phone call via messaging apps
20%
23%
26%
AI-enabled channels
of customers are likely to take their business elsewhere.
after a
bad
customer experience:
of customers will tell friends and family.
of customers will give positive feedback on a survey.
after a
great
customer experience:
of customers
WILL PURCHASE ADDITIONAL PRODUCTS.
customers will become more loyal to a company or provider.
Reality Road
Customers wait on eternal hold or dangle from phone trees
Virtual assistants, chatbots, and smart IVRs eliminate long hold times
Staff engage customers 24/7
Utopian Road
AI Road
AI Road
Reality Road
Utopian Road
Staff immediately answer 24/7
Contacting customer service multiple times
AI Road
Reality Road
Utopian Road
Customers repeat everything
Skills-based routing connects customers with the right agent
Fully updated agents fix issues fast
Describing issue to multiple agents, being transferred multiple times
Want Regional-specific insights?
Want Country-specific insights?
Survey questions:
How often do you connect with any business or service provider using each of the following?
In the next 6-12 months, how will your methods of communicating with businesses or service providers change?
Survey question:
How often do you connect with any business or service provider using each of the following?
Survey question:
How frustrating is experiencing each of the following types of communications issues with businesses or service providers?
of consumers are less likely to stay with providers that experience an online data breach in which their personal information is exposed.
of consumers are less likely to stay with providers that experience an online data breach, even if their personal information is not exposed.
Warning:
Data breaches hugely influence brand loyalty and consumer behavior:
NEARLY
OVER
75%
90%
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Chatbot
Video chat
Automated phone support
Webpage/in-app calling
Voice personal assistants
Chatbot
Video chat
Chatbot
Voice personal assistants
Webpage/in-app personal assistant
Automated phone support
Video chat
Chatbot
Voice personal assistants
Webpage/in-app personal assistant
Automated phone support
Video chat
Chatbot
Voice personal assistants
Webpage/in-app personal assistant
Automated phone support
Video chat
Chatbot
Voice personal assistants
Webpage/in-app personal assistant
Automated phone support
Video chat
Chatbot
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after a
bad
customer experience:
after a
great
customer experience:
Methodology The findings reported were sourced from August to September 2024 from in-market research panels — across 17 global markets — comprising 7,077 customers, ages 18–74. The survey was conducted in each market's leading language or languages, and the average completion time was 15 minutes. To ensure spreads in age, gender, and household income, quotas were set in each market, with the reported data weighted to represent actual age/gender proportions among the target populations. Panel members who self-identified as being the last among their friends and family to adopt new technology — approximately 5 percent — were omitted. Vonage was not identified as the survey's sponsor.
AI virtual assistants answer calls around the clock
Customers text, email, or call with no luck
Staff engage customers 24/7
Virtual assistants, chatbots, and smart IVRs eliminate long hold times
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