Navigating 2025: How Trades Sector Companies Can Meet Rising Expectations and Retain Customer Loyalty

The trades industry—plumbing, HVAC, electrical, and other essential home services—has long prided itself on providing reliable, critical solutions to customers. But as we begin 2025, new research from Qualtrics reveals that consumer expectations are higher than ever, loyalty is slipping, and customers are becoming more reluctant to share feedback. For companies in the trades, these shifting dynamics are both a challenge and an opportunity to redefine customer experience.

Here’s what the 2025 Consumer Experience Trends report reveals, and how trades companies can rise to the occasion.

1. High Expectations, Low Loyalty: The New Reality

According to the report, customers are becoming increasingly unforgiving. Even in industries that provide essential services, a single negative interaction can have significant financial consequences. While customers are less likely to cut spending with trades companies compared to discretionary industries like travel or dining, the margin for error has shrunk dramatically.

The key takeaway? Consumers are savvy—they know what excellent service looks like, and they’re quick to look for alternatives if a company doesn’t deliver. The report cites service delivery issues, communication problems, and employee interactions as leading causes of bad experiences, all of which are particularly relevant to trades businesses.

What You Can Do:

• Double Down on Communication: Whether it’s updating customers on arrival times, explaining repair options clearly, or following up after a job, proactive communication can make all the difference. Customers are far less forgiving when they feel left in the dark.
• Invest in Employee Training: Your technicians and customer service representatives are the face of your business. Providing them with soft skills training—like empathy, active listening, and problem-solving—can help prevent costly missteps in customer interactions.
• Deliver What You Promise: Customers are making it clear that trust is non-negotiable. Be realistic in your scheduling, pricing, and promises, and ensure your team consistently delivers on them.

2. The Decline of Feedback: Why Silence is Dangerous

Consumers are staying silent about their experiences—good or bad—at unprecedented rates. Compared to 2021, they are 7% less likely to share positive experiences and 8% less likely to report negative ones. This creates a major blind spot for companies that rely on customer feedback to improve.

For trades businesses, this lack of feedback can be especially risky. A silent customer may not give you a second chance to fix an issue—they might simply call your competitor next time.

What You Can Do:

• Create Low-Friction Feedback Loops: Traditional surveys may not work as well in 2025, but there are other ways to gather insights. Consider using text or email follow-ups that allow customers to rate their experience with a single click, or empower technicians to ask for feedback directly at the job site.
• Listen Beyond Surveys: Monitor online reviews, social media, and even word-of-mouth comments to uncover trends in what customers are saying (or not saying) about your business.
• Act on the Data You Have: Even if feedback is limited, use what you do receive to make tangible improvements. Customers who see their concerns addressed are more likely to stick with your business.

3. AI Skepticism and the Human Touch

While AI tools continue to revolutionize business processes, customers remain wary of their use in customer service. Only 26% of consumers trust companies to use AI responsibly, and 51% are concerned about losing the ability to connect with a human agent. Trades companies that lean too heavily on automation risk alienating customers who are already skeptical of impersonal interactions.

What You Can Do:

• Balance Automation with Humanity: While automated scheduling or chatbots can streamline certain processes, make it easy for customers to reach a real person when they need help. Trades services often deal with urgent, high-stakes issues, so a human touch is critical.
• Be Transparent About AI Use: If you’re using AI for scheduling, estimating, or follow-ups, communicate clearly how it benefits the customer. For example, “Our system allows us to schedule your repair faster and ensure accurate time slots.”
• Prioritize Empathy: AI can handle logistics, but it can’t replace the empathy and understanding that a skilled technician or customer service rep brings to the table.

4. Personalization Without Overstepping

Nearly two-thirds of consumers prefer personalized experiences, but only 27% are comfortable with companies using unsolicited data to deliver that personalization. Trades companies are in a unique position to provide tailored service, but trust is the key to getting it right.

What You Can Do:

• Ask, Don’t Assume: Instead of relying on unsolicited data, ask customers directly about their preferences. For example, during service calls, technicians could ask if they’d like to receive reminders about seasonal maintenance or special offers.
• Build Trust Through Transparency: If you’re collecting customer data (like service history or preferences), explain why and how it will improve their experience. Customers are far more comfortable sharing information when they feel it’s being used responsibly.
• Use Data to Add Value: For example, if you know a customer’s HVAC system is nearing the end of its lifespan, you can proactively provide maintenance tips or suggest upgrades before issues arise.

5. Back to Basics: Trust is Non-Negotiable

The report is clear—fancy initiatives and new technologies mean nothing if customers can’t trust your business to deliver on its promises. For trades companies, this means mastering the fundamentals: reliability, honesty, and consistency.

What You Can Do:

• Focus on Reliability: Show up on time, communicate clearly, and ensure your team has the tools and training they need to complete jobs efficiently.
• Be Honest About Costs and Timelines: Customers value transparency more than ever. Provide accurate estimates, avoid surprise fees, and be upfront about potential delays.
• Follow Up: After completing a job, follow up to ensure the customer is satisfied and address any lingering concerns. This simple step can go a long way in building loyalty.

Conclusion: Seizing the Opportunity in 2025

While the 2025 Consumer Trends report highlights significant challenges, it also provides a roadmap for companies willing to adapt. Trades businesses that prioritize trust, communication, and a human touch will not only meet rising expectations but also build the kind of loyalty that competitors can’t easily replicate.

By going back to basics—delivering what you promise, listening to your customers, and balancing innovation with empathy—you can turn today’s challenges into tomorrow’s success. The trades sector is an essential part of consumers’ lives, and with the right strategies, you can ensure your business remains indispensable in the years to come.