2026年全球消费者体验趋势报告

Introduction 2026 creates a window of opportunity for organizationsunlike any that we have seen in five years of studyingconsumer experience trends. with uncertainty, and in an ongoing technologicaltransformation, people are remarkably open to change.After hitting a low in 2025, consumer comfort using AI service saw no benefits from the experience. A failurerate nearly 4x higher than for AI use on average.” strategy right – implementing this technology to delivermore personal experiences and resolve issues in a waythat’s satisfactory, not just cheap. Doing so will build trustand loyalty – and durable business growth. customers cutting their spend AT A GLANCETHE STATE OF CUSTOMER EXPERIENCE Introduction Since we began studying consumer experience trends,one thing has not changed: consumers remain constantabout what really matters to win their loyalty – theexperience. Satisfied consumers are four times more So in 2026, businesses need to think intentionallyabout their path to success and the role AI will playin helping them get there. Is it a short-term fix tolower the cost-to-serve? Or is it the bedrock of a Meet theexperts Product Marketing, CX,Qualtrics Head of Qualtrics XM Institute Head of Thought Leadership,Qualtrics XM Institute Maturity PLG Lead, Product Scientist,Qualtrics Senior Research Program Manager,Qualtrics XM Institute XM Strategist,Qualtrics Customer Care, Qualtrics CX for Locations, Qualtrics 101418Trend 2 //Survey fatigue leaves businesses guessing about customer churnTrend 3 //Value won’t be enough to secure customer loyalty in 2026Trend 4 //Consumers demand transparency over personalization tactics 01 AI-powered customer NOT REPLACE IT AI CUSTOMER SUPPORTVERSUS AVG AITASK BENEFIT RATE rebounded dramatically. Today, 73% use AI for daily tasksand half believe it will positively impact society – up nearly9 percentage points (pts) from 2024. Yet one applicationdisappoints: customer support. In fact, nearly 1 in 5consumers said AI for customer support did not provideany benefit at all, the worst rating across all tasks.DIFFERENCESINCE2021 arrived to create more efficient customer service. Theproblem is they are failing at their intended purpose. the bottom – only “building an AI assistant” scored worse. 01 Responsible data use is also part ofthe picture. Only 29% consumers trustorganizations to use AI responsibly,and misuse of personal data wastheir number one concern about AI(and growing), denoting one reasontrust remains low. If businesses want Businesses will only be able tosuccessfully scale service excellenceand reduce cost to serve with AI if they AI will result in them having a lack ofa human to connect to. Consumers areclear about what they really wantfrom their AI-powered experiences human experience, not replace it.Getting that approach right is keyto realizing the promise of AI,and the experience has to delivera good impression to ensure ‘‘There’s so much pressure to use AI for everything—be more productive, more efficient, dig deeperinto insights. But technology is a tool, experienceis an outcome, and they’re not equal. AI does notequal experience. How do you test and validate that 01 The view on the ground The benefits of AI in relation to speed, efficiency and scalability are clearlybeing seen, yet when something goeswrong, consumers want reassurance,emotional intelligence, and flexibility toreact to their needs. As a result, those companies deploy it to deflect cost,not resolve problems. Successfulorganizations will use AI differently.They’ll deploy capable AI agents forsimple, transactional requests.Then use AI to arm human agentswith complete history, predicted needs, the ways AI will help us decrease costswhile also providing a more positivecustomer experience. The promiseis there but we have to develop new change management as it is abouttechnology — success relies on gradualadoption, building confidence, andanchoring on trust. Implement a Product Marketing, CX,Qualtrics Maturity PLG Lead,Product Scientist, Qualtrics XM Strategist,Qualtrics Qualtrics XM Institute 02 Survey fatigue leaves 5 RESULT IN REDUCED SPENDING 5 RESULT IN REDUCED SPENDING THEY USED TO...SO COMPANIES MUST LISTENIN NEW WAYS gauge customer feedback, consumers are less and lesslikely to take them. 30% of consumers now stay silentafter a bad experience (+ 9 pts over five years), anall-time high since we started fielding this study in 2021. business to someone who will listen. vanished – they’ve scattered. No singlelistening channel will get you all the answers.The businesses that will thrive in 2026 willbe those that combine experience, behavioral,and operational data to understand andimprove the end-to-end customer journeyONLY 3 IN 10 CUSTOMERS WILL SHAREDIRECTLY WHAT WENT WRONG For every 10 poor experiences, 5 result in reduced oreliminated spending. Businesses that rely on surveysalone to understand the causes of that churn areincreasingly left in the