In the first half of 2025, the Canadian CX landscape underwent a significant transformation, shaped by technological advancements, evolving consumer preferences, and economic fluctuations.
At the start of the year, Canadian businesses prioritized balancing digital innovation with authentic human engagement. Data from Medallia and Forrester continue to indicate that companies would compete on customer experience, underscoring CX’s emergence as a critical strategic differentiator. While early adopters of AI-driven personalization (e.g., Shopify) and sustainable-forward brands (e.g., Lush Canada) began to observe tangible improvements in customer satisfaction and loyalty,
striking the right balance between sustainability, automation and human interaction in delivering optimal customer experiences continues to baffle many organizations.
February saw economic uncertainty influencing consumer behaviour with mixed results amid new U.S. tariffs on Canadian imports. This environment created new possibilities and opportunities for brands to communicate value and affordability while maintaining service excellence. Additionally, trade tensions prompted a shift toward Canadian-made goods, as consumers sought to mitigate risks associated with cross-border supply disruptions.
By March, economic anxiety intensified, with three-quarters of Canadians perceiving the country to be in or nearing recession. This sentiment led to reduced travel and fewer orders from American online retailers, further boosting demand for Canadian brands. Companies that clearly articulated their Canadian identity and offered value-driven alternatives successfully retained customer loyalty despite widespread brand-switching motivated by cost-saving. Agile engagement became a new norm.
April brought a focus on leadership development in CX, highlighted by the participation of Canadian professionals in the CXPA Leaders Advance conference. This event provided valuable strategies for advancing customer-centric cultures within organizations. Concurrently, the Consumer Price Index rose 1.7% year-over-year, with slower shelter cost growth providing some consumer relief.
Arrivals to Canada declined by 16.7% year-over-year, reflecting ongoing caution in travel and tourism sectors. These developments presented opportunities for Canadian businesses to fill market voids by emphasizing local audiences though increased costs and operational complexities posed significant hurdles. Travelling across Canada became a new past time.
June brought further momentum to CX innovation as companies like Zendesk unveiled new AI tools in its contact centre suite. Leaders descended at the 2SLGBTQ+ Global Summit to discuss storytelling, international partnerships, and what’s next in customer experience.
Overall, the first half of 2025 in Canada has demonstrated that successful CX strategies hinge on harmonizing advanced technology with genuine human connection. Economic and trade volatility have reinforced the importance of localism and value-driven experiences, creating both challenges and opportunities for Canadian brands. Companies that adapt swiftly, invest in employee development, and authentically communicate their Canadian identity are best positioned to thrive in this dynamic and competitive environment.
AI is transforming customer experience faster than any previous technology shift. This exclusive CXPA white paper provides vendor-neutral guidance to help you lead with confidence. Inside, you’ll find: • The 3 critical shifts CX leaders must embrace in the AI era • A roadmap for moving from pilots to full-scale transformation • Principles for ethical and responsible AI use • The new skills that you will need to succeed
How can customer experience and customer success teams form more effective, collaborative partnerships to deliver better outcomes for their clients and their businesses? Join CXPA's Gabe Smith, CCXP as he welcomes Autodesk's Sandra Fornasier, CCXP, Head of Experience and Insights, and Sandeep Menon, Director of Customer Success, Americas, to outline their playbook for working together to deliver more value. If you're a B2B CX professional or simply want to form more effective alliances in your organization, you won't want to miss this event.
Discover how first-year CX leaders can set the stage for lasting impact—this conversation unpacks new research that maps the challenges, priorities, and strategies that define success in year one.
This monograph focuses on the roles and responsibilities of the product development and design department, outlining how CX professionals can work more effectively with their product counterparts to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for product development and design, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.
