Smart Communications released its 2025 Customer Experience Benchmark research.
The global survey of 3,000 consumers found that while many are ready for artificial intelligence (AI) to enhance their experiences in healthcare, financial services and insurance, they remain frustrated with poor omnichannel experiences and outdated form processes.
“Customers’ expectations are set by the best brands in retail, technology and e-commerce,” said Leigh Segall, CEO, Smart Communications.
“When healthcare, banking and insurance organisations fail to meet these expectations, they risk losing customer loyalty and business. That’s why we set out every year to gauge where that bar is set and light the way for organisations in these industries to exceed their customers’ expectations through frictionless, digital-first experiences.”
The customer communications scorecard: Solid improvement, but risks remain
Since 2018, Smart Communications’ Customer Experience Benchmark research has tracked consumer attitudes and preferences towards customer communications from healthcare, financial services and insurance organisations. In 2025, most ANZ consumers rated communications from these organisations as good or excellent.
The survey also highlighted the importance of customer communications in ensuring loyalty, driving referral business, and reducing customer churn.
Nearly all ANZ respondents said customer communications are important in their overall experience, and two-thirds would switch away from a company if communications didn’t meet their expectations.
AI: Hesitation cut in half as consumers see value in real-world use cases
This year’s report highlighted a warming of consumers’ overall attitudes toward AI, particularly in specific use cases. Nearly half of all respondents would value AI being used to offer financial advice, suggest changes to insurance plans, or make health recommendations.
Consumer confidence in AI is relatively strong, with less than half of all respondents expressing hesitation over AI handling data securely or ethically. People are also less likely to demand disclaimers of AI’s use in customer communications; only 37 percent of all respondents say its use should be called out, compared to 77 percent in 2024.
However, increased comfort and trust do not mean increased confidence in quality. Only 15 percent of Australian and 9 percent of New Zealand participants believe that generative AI is better than humans at creating customer communication content, and over half said humans should always review content suggested by generative AI.
Poor omnichannel experiences are letting brands down
While consumers’ improved attitudes towards AI offer encouragement, their feelings on omnichannel experiences should serve as a warning to organisations. Only half of all consumers reported satisfaction with the quality of these experiences.
Despite being the oldest age group surveyed, Silent Generation consumers (respondents aged 79-97) were the most likely to prefer email communications.
Conversely, the youngest respondents – Generation Z – were the least likely to prefer email. Bottom of the list for all generations was print, with just 12 percent of all respondents listing it as their preferred method of communication.
Bad forms are driving younger consumers away
Data intake remains a silent killer for customer experience. Two-thirds of all consumers, including 73 percent of Millennials and 71 percent of Gen Z, said they would end their interaction with a company if the data intake process were too difficult.
To fix this problem, organisations should focus on speed and simplicity, which were ranked by 90 percent of all consumers as their priority when completing a form.
Companies have the opportunity to transform the data intake process based on consumer preferences by using guided, digital forms. Nearly two-thirds of all respondents stated that they would prefer this process to a fillable PDF document, and respondents emphasised the importance of companies offering some form of digital data collection over manual processes that involve printing, scanning, or mailing.
Organisations have the opportunity to utilise this groundbreaking technology to create exceptional customer experiences that exceed consumer expectations.
