The eighth South African Customer Experience Report analyses the views of 2 000 consumers and more than 50 business leaders to explore how customer expectations continue to evolve. 

A clear theme emerged from the research: trust has become the defining currency of customer experience. Against a backdrop of ongoing economic pressure, consumers increasingly value brands that protect not only their money, but also their time, effort and confidence. Simultaneously, customer behaviour is changing. Consumers are less likely to complain publicly, more likely to switch brands quietly and rely on search engines, reviews, messaging platforms and AI to discover, evaluate and engage with businesses. 

For organisations, understanding these changing behaviours has never been more important.