Coveo, the market leader in AI-Relevance — delivering AI-search, generative, and business-aware relevance at every point-of-experience — announced its fifth annual CX Relevance Report, “Customer Effort Is at an All-Time High – Is Search The Key?” The report provides a comprehensive view of today’s customer service journey — including customer behaviors, expectations, and areas of frustration. Coveo, in partnership with Arlington Research, surveyed 4,000 U.S. and U.K. customers to explore the critical trends shaping the customer experience landscape, including the rising cost of effort, the generative AI paradox, and the strategic importance of search.
The report reveals that consumers are increasingly turning to self-service, with a growing demand for instant answers in search results, relevant content recommendations, and AI-guided troubleshooting. Yet, with 84% of customers struggling to find information and 53% citing search as their biggest frustration, the current digital customer experience is falling short.
“In an era of instant gratification, minimizing customer effort is paramount. Every interaction must minimize friction and maximize relevance,” said Patrick Martin, EVP of Global Customer Experience at Coveo. “This report demonstrates the importance of building a unified and connected customer experience. AI-Search, advanced generative AI capabilities, and robust content strategies are critical to achieving this, empowering customers to effortlessly find the information they need, regardless of channel. These tools have the potential to be a game-changer in enhancing customer satisfaction, fostering greater loyalty, lowering cost-to-serve, and driving increased revenue and profitability.”
Key findings include:
- Frustrating digital experiences drive “ghosting,” but second chances exist: 72% of customers abandon websites after negative experiences. However, 62% are willing to try again — especially Gen Z and Millennials — by refining searches, using filters, or browsing site categories.
- Customers crave generative search experiences for complex service issues: 69% have a desire for AI-powered resolutions, 48% want educational tools/guides, and 44% seek AI-powered virtual assistants.
- Gen AI-powered digital customer experiences are promising, but hurdles remain: 49% of customers have experienced AI “hallucinations,” leading to widespread skepticism and a 42% rate of fact-checking generated answers.
- Gen Z and Millennials are most willing to share data for more personalized experiences: 53% of customers are still willing to share details for better, more personally relevant solutions, a rate that rises among Gen Z and Millennials (60% and 62%, respectively).
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