The 2025 South African Customer Experience Report marks the seventh edition of what has become the definitive annual benchmark for insights and analysis into the state of customer experience (CX) in South Africa.

This year’s report finds that both our consumer and our business audiences believe that customer experiences are getting better - this is, in part, due to effective digital innovation and process efficiency but it’s also an acknowledgement of the growing understanding among brands of the need to balance their use of technology with human input at key moments.

And it’s for this reason that we make Bothism the central theme of this year’s report, reflecting the notion that really good CX requires an equilibrium between seemingly opposing forces - technology and humanity, efficiency and empathy, digital and physical.