Every industry likes to talk about customer experience innovation — AI assistants, omnichannel orchestration, automated journeys, frictionless moments, and all the other shiny buzzwords crowding conference stages. But consumers? They’re not buying it.

Broadridge’s latest CX and Communications Consumer Insights report — its seventh annual edition — delivers a tough-love reality check: 71% of consumers now believe companies need to improve their customer experience, an all-time high and roughly double the dissatisfaction seen in 2019.

That’s not a dip; that’s a systemic failure.

For brands that spend millions optimizing funnels, redesigning interfaces, and deploying AI copilots, the findings land like a bucket of cold water: the simplest part of the customer journey — communication — is where trust is breaking.

“Customer communications aren’t just touchpoints — they’re the heartbeat,” says Christoph Stehmann, President of Broadridge Customer Communications. His point is direct: clarity builds trust; friction erodes it.

And right now? Friction is winning.

A Trust Recession, Fueled by Communication Failures

Broadridge polled more than 4,000 consumers across the U.S. and Canada, and the message is unmistakable: bad communication destroys loyalty.

• 59% have lost trust in a company because of a poor experience or unclear communication.

• Nearly 40% want brands to honor their preferred communication channels.

• 38% expect seamless engagement across channels — no more digital dead ends.

• 33% simply want companies to make interactions easier.

In other words, the bar is lower than most enterprises assume. Consumers aren’t asking for hyper-realistic AI agents or sci-fi personalization. They want communication that is clear, consistent, and coherent.

Yet brands continue to overinvest in technical complexity while underinvesting in the fundamentals.

Why CX Efforts Are Falling Short (Hint: It’s Not the Tech)

Companies have poured billions into digital transformation, and yet customer dissatisfaction keeps rising. Why? Because modern CX systems often prioritize automation over comprehension.

Think of typical customer journeys:

• Push consumers into apps they didn’t ask to use

• Send emails packed with jargon and legalese

• Deliver inconsistent information between channels

• Require customers to hunt for answers

This is the communication equivalent of a scavenger hunt. Consumers aren’t amused.

Broadridge’s research shows that customers punish brands for complexity. Whether it’s a financial statement no one can decipher or a customer service flow that feels like a maze, the outcome is the same: frustration.

The most dangerous part? Frustration quietly snowballs into distrust.

The Personas Shaping Tomorrow’s CX: Explorers vs. Optimizers

To help companies understand these shifting dynamics, Broadridge identifies two dominant customer personas emerging in 2025 — both influential, both demanding, and both underserved.

1. Engaged Explorers

The researchers call them “proactive,” but a better description might be “CX detectives.”

These consumers:

• Seek context

• Read deeper

• Evaluate before they act

• Prefer interactive emails (84%)

• Want digital bills and statements consolidated in one place (87%)

Yet only 15% believe brands deliver a quality experience. Explorers want transparency and substance, not marketing fluff — and the market rarely meets them halfway.

2. Practical Optimizers

This group wants one thing above all else: efficiency.

They’re less interested in bells and whistles and more focused on:

• Clear communication (44% rank it as the top priority)

• Tools that are intuitive

• Fast resolutions with minimal complexity

Interestingly, 41% say companies do an “okay” job — higher than Explorers but still far from a vote of confidence.

The takeaway?

Brands that think demographic segmentation is enough are missing the point.
In 2025, behavioral mindsets drive loyalty, not age, income, or device preference.

Companies that build communication strategies tailored to how people think, not just who they are, will win.

AI: Popular in Strategy Decks, Unimpressive in Reality

AI dominates marketing conversations, but consumers remain unconvinced. Broadridge’s study shows:

• Only 37% say AI has improved their experience — barely up from last year’s 33%.

• The divide between personas is significant:

  • 70% of Explorers think AI helps

  • Only 33% of Optimizers agree

AI promises speed and convenience, but consumers are still encountering scripted dead ends, inaccurate responses, or robotic interactions that don’t resolve anything.

Still, the data points to one bright spot: people are increasingly willing to share data — but only if they trust the company.

• 62% engage more with brands that deploy strong security measures

• 52% will share personal data if it tangibly improves their experience

The mandate is clear:
Security builds confidence.
Confidence unlocks data.
Data powers AI.
AI improves experience — if implemented thoughtfully.

Shortcuts don’t work.

Paper: Not Dead, Just Misunderstood

One of the most surprising insights from the study: the stubborn resilience of paper.

• 55% of consumers still receive paper communications

• Nearly half would switch to digital if platforms were intuitive and secure

Paper isn’t disappearing — it’s evolving into a complementary channel. Consumers want choice, not ultimatums. Mandated “go paperless” campaigns may save companies money, but they undermine autonomy — and autonomy drives adoption.

Digital transformation works best when customers feel in control, not cornered.

The Real Problem: Companies Don’t Think Like Their Customers

The report surfaces a deeper pattern: corporations look at communication as an operational pain point; consumers look at it as a relationship signal.

Businesses want:

• Efficiency

• Cost savings

• Automation

• Consistency

• Compliance

Consumers want:

• Clarity

• Simplicity

• Empathy

• Predictability

• Choice

The mismatch is widening.

Broadridge's findings expose the underlying truth of modern CX: you can deploy every tool in the martech stack, but if your communication is unclear, fragmented, or frustrating, everything else collapses.

Brands don’t lose customers because of one terrible email. They lose them because communication feels like an obstacle instead of a service.

The Next Era of CX Will Belong to Companies That Master Communication

The study’s message is urgent: CX is no longer defined by shiny digital features — it's defined by how effectively companies communicate in an age of information overload.

Companies that will win in the next decade are those that:

• Strip away complexity

• Deliver personalized, relevant communications

• Use AI responsibly and transparently

• Offer seamless, omnichannel experiences without forcing channel dependency

• Honor customer preferences

• Treat communication as a strategic differentiator

The brands that make life easier — not more digital, not more automated, but easier — will own the future of customer loyalty.

And as Broadridge hints, ignoring this shift isn’t just risky. It’s expensive.

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