Customer expectations and brand differentiation drivers – PwC CX Survey 2025

This analysis, based on PwC’s 2025 Customer Experience Survey, indicates that consumers clearly distinguish between baseline expectations that brands must fulfill and value drivers that create competitive differentiation.

🔹 Baseline expectations

These are fundamental factors that customers consider mandatory when interacting with a brand:

• Reliable product and service quality – 69%

• Competitive and fair pricing – 66%

• Effective customer service – 61%

• Transparent and consistent communication – 59%

• Seamless end-to-end experience – 53%

🔹 Differentiation drivers

Elements beyond basic expectations play a decisive role in shaping brand preference and emotional engagement:

• Exclusive offers and loyalty benefits – 68%

• Personalized customer experiences – 59%

• Innovative products and services – 54%

• Sustainability initiatives and social responsibility – 46%

Overall, the findings reveal a clear distinction: while meeting baseline expectations is critical for customer retention, exceeding them is essential to influence brand choice and long-term loyalty. This represents the strategic opportunity for organizations to differentiate through superior customer experience.