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Today we asked an AI to compare the two McKinsey articles on the state of customer relations in 2022 and 2024, to review Gartner’s and BCG’s insights on 2025, and to help us draw conclusions about customer service in 2025. Analysis based on the two McKinsey articles cited, particularly the surveys and key figures presented in “ The State of Customer Care in 2022 ” and “Where Is Customer Care in 2024? ” Supplemented by two articles from Gartner and BCG. Thank you once again to McKinsey, Gartner, and BCG for these valuable summaries and insights—enjoy the read!
The small arrows >>> link to various interesting sections of the two articles.
2022, a tempestuous restart
In 2022, customer relations are already facing a “perfect storm.” McKinsey points out that companies are simultaneously experiencing a sharp increase in call volumes, a talent shortage, and higher-than-ever customer expectations (driven by inflation) >>>. Digital channels are being rolled out (chatbots, online portals), but adoption remains low (only 10% of digital platforms are fully utilized >>> ), meaning that traditional call centers are struggling to disappear. In light of this context, customer service leaders have identified three key priorities for 2022–2024:
Retaining and developing talent: The quality of recruitment and team motivation are becoming strategic priorities to offset high turnover >>>.
Simplifying and improving the customer experience (CX) by reducing calls and associated costs: The focus is on the efficiency of each interaction while maintaining satisfaction.
Strengthening digital and analytical tools: investing in online channels, chatbots, andadvanced analytics to automate common requests and better understand the customer journey >>>.
Faced with these challenges, companies in 2022 are refocusing their strategy around three main pillars >>> : human capital (corporate culture, listening to employees to retain agents), the digitization of support (developing self-service and chatbots), and AI & analytics (anticipating customer needs and coaching teams using data). For example, nearly two-thirds of organizations that have reduced their call volume attribute this to better self-service solutions >>>. Overall, in 2022, companies plan to increase digital interactions by about 50% by 2024 >>>, in the hope of easing the burden on call centers.
2024: a transition to AI in action
By 2024, the transformation is accelerating. McKinsey notes that “Gen Z picks up the phone, while boomers use chat” >>> – a surprising reversal of generational stereotypes (the youngest, tech-savvy generation still values human contact). The 2024 survey identifies three major areas of focus for customer service managers >>>:
Broader priorities: the focus is shifting from CX alone to a multidimensional approach that includes revenue goals and technological transformation. Managers increasingly view customer service as a growth driver (upsell/cross-sell) beyond mere satisfaction.
Future-Ready AI Ecosystems: Organizations are investing heavily in integrating artificial intelligence (generative or otherwise) into support processes to automate repetitive tasks and enhance real-time analytics.
Increased Upskilling and Outsourcing: Upskilling teams (in AI management, new technologies, and data analysis) is considered crucial, as is collaborating with external partners to drive the transformation.
This period also sees several trends taking hold: call volumes continue to rise (57% of managers anticipate an increase of about 20% in calls within the next 1–2 years), and cost pressures remain intense (37% still cite cost control as a key priority). At the same time, multichannel service is becoming the norm: customers—across all age groups—want the flexibility to switch between phone, chat, email, or messaging depending on their needs. Thus, despite the rise of digital, McKinsey notes that consumers of all generations still rank the phone among their preferred channels, particularly in premium segments.
2025: the era of AI agents and the "golden" experience
Looking ahead to 2025, generative AI is emerging as a top priority. Gartner highlights that support managers are relying on conversational AI to revolutionize interactions >>> and that they aim to integrate these technologies to boost sales (upselling/cross-selling) and operational efficiency >>>. The five key trends identified for 2025 include:
Generative conversational AI (GenAI) for customer support.
Growth Through Service: an upselling and cross-selling strategy driven by customer service.
Technology Culture: strengthening digital literacy and understanding of AI among managers.
Knowledge Management: updating knowledge bases to power AI agents.
Leveraging Insights: increased sharing of customer feedback to improve products and services.
Echoing this, BCG's 2025 report proclaims the advent of a "golden era" for customer experience thanks to autonomous agents and new intelligent hardware >>>. According to BCG, the convergence of AI agents and technological innovations will enable a more personalized experience at lower cost >>>. The first concrete cases demonstrate this: the integration of generative AI in support centers has already led to productivity gains of 15% to 30%, and up to 80% in some pilot projects. Outside operations, virtual co-pilots (AI assistants) are emerging in retail and service: they answer customer questions, manage returns and propose personalized offers, freeing up human agents for complex cases and "human" moments in the customer journey. In short, 2025 confirms the 2024 vision: AI transforms customer service into an unprecedented lever of efficiency and engagement.
Predictions vs. reality (2022/2024 vs. 2025)
Overall, many of the 2022-2024 forecasts have come true. McKinsey had anticipated in 2022 a strong rise in digital (target +50% digital interactions) and the widespread use of AI to relieve teams, which was confirmed in 2025 with the explosion in the use of generative AI. Call volumes have indeed continued to rise, validating the 2022 warning (61% of leaders were already seeing call growth, and 58% were forecasting further increases). On the other hand, digitalization has not eradicated the telephone: on the contrary, younger generations continue to prefer voice contact, and digital platforms remain under-utilized (only 10% of platforms are fully adopted). In 2024, McKinsey predicted a "hyperefficient" turnaround via AI >>>, and we can see that AI tools (bots, virtual agents) are fulfilling the central role announced. Finally, the commercial dimension has gained ground: what was only a hope in 2022 is confirmed by Gartner 2025: customer service has become a major revenue driver >>>.
Emerging trends outside AI in 2025
Beyond AI, several emerging trends are taking shape for customer service in 2025. The human factor is once again taking center stage: companies are investing in corporate culture, active listening, and agent training, recognizing that human capital remains the key differentiator for their service >>>.Omnichannel approaches are leading to a rethinking of customer journeys: consumers naturally juggle phone calls, chat, social media, and email, which requires seamless, fluid solutions >>>. Furthermore, there is a renewed focus on transparency and ethics: customer data protection, diversity, and social responsibility are gaining importance as indicators of trust. Finally, advanced personalization (beyond AI)—through in-depth data analysis, agents’ emotional intelligence, and innovative formats (video chat, voice-based instant messaging, etc.)—is emerging as a major driver of customer loyalty in 2025.
Summary: Customer Service in 2025
Between 2022 and 2025, customer service has entered an era where technology and people converge. The challenges of 2022 (rising volumes, talent shortages, cost pressures) persist, but companies now have new tools at their disposal: conversational AI and automation are integrated into daily business. At the same time, investment in teams and multi-channel experience has progressed, so as not to lose the relational and personalized dimension of assistance. These four years have confirmed that customer relations is no longer an isolated cost center: it has become a driver of innovation, efficiency and growth. Predictions have largely turned into reality: 2025 appears to be the year when the promise of a customer service that is both hyper-efficient and humanly rich really begins to materialize.
Sources: McKinsey analyses(2022, 2024), Gartner (2025) and BCG (2025).
