2026年可利用的4种客户体验趋势

A deep dive into four AI-driven CX trends influencingthe work of practitioners, with insight on how to INSIDE Foreword Contents With its success driven by everything from the latestbusiness trends and technologies to consumerpsychology and developments in the consumer techspace, CX is an undisputed driver of business outcomes.In the AI age, however, enterprises are racing to organizations remain ahead in an increasingly Forewordpage 2 With insights from Super Retail Group, Cigna Healthcare,Expereo, Liberty Specialty Markets, and TataCommunications, as well as real-world case studies from SECTION ONE 4 Trends changing CX in 2026 and whatthey mean for your organizationpage 3 SECTION TWO It is intended to help practitioners understand andleverage the four identified developments shaping CX in2026 – including how agentic AI is powering a new waveof hyper-personalization, why AI-first journeys are re- How to capitalize on the trends changingCX in 2026 4 CX trends to capitalize on in 2026strips back thecomplexity to explore how CX technology hasenabled four major developments to reshape what Investing for the futurepage 11 Conclusionpage 14 “Chatbots and copilots assist with tasks,but they rarely own outcomes. Theygenerate responses yet still depend on About Tata Communicationspage 15 About CX Networkpage 16 Gaurav Anand, VP and Head of CustomerInteraction Suite, Tata Communications 4 Trends changing CX in 2026 and what theymean for your organization AI first journeys have re-written the rules of gift ideas. Over the course of November and December2024, traffic from generative AI sources increased – CX Network’s annual research into the state of CXhas repeatedly highlighted how major businessand customer trends such as AI and automation,personalization, and data management are In mid-2025, Adobe published insights into web traffictrends during the 2024 Golden Quarter, which confirmeda major increase in AI-driven traffic to retail sites in the Joshua Curtis, customer care center manager for SuperRetail Group, says the emergence of AI-first journeys As a result, there are now four major trends that CXpractitioners are looking to embed in their strategies “In 2026, hyper-personalization ismoving beyond content and intobehavior. It’s not just about whatmessage or offer a customer sees,it’s about how the experience AI-first journeys, which have re-written the rules of Voice AI becoming a mainstream interaction AI agents and workers facilitating service and CX on Agentic AI powering a new wave of hyper- On what this means for practitioners looking to managetheir customer’s overall experience, he adds: “You’reno longer just managing channels or touchpoints,you’re managing how confidently a system can guidea customer to the right outcome. In an AI-first world, For CX leaders, that means designing journeys withfailure in mind. Some of the top questions Curtis suggestspractitioners address are: Where can AI confidently Jaslyin Qiyu, CMO and head of CX for Singapore andAustralia for Cigna Healthcare, says: “The ubiquityof voice-activated assistants on smartphones andwearables has fundamentally recalibrated customerexpectations around conversational interfaces.Consumers now anticipate voice AI in CX contexts “In practice, success comes down to data quality, strongknowledge foundations, and tight alignment betweendigital, service, and fulfilment teams. AI-first journeys However, she warns, building familiarity with thisfunctionality outside of CX, brings heightened expectationsfor its use within CX, meaning those who deploy voice Voice AI is now mainstream technology It also changes the role of the contact center. Curtisexplains: “As more intent capture and resolution occurupstream, service teams spend less time answeringquestions like ‘where is my order?’ and more time For more than a decade, consumers have beenusing their voices to interact with IoT devices, smartwatches, and even their television sets. While some wereapprehensive at first, others rushed to embrace a newand more convenient way to interact with computers –and the devices themselves also evolved. Today, smart “Mainstream voice assistants gain utility by accessingextensive personal data – purchase history, location,behavioral patterns – yet this can create customerunease when extended to service contexts. Theorganizations that succeed with voice AI establishtransparent data governance: clearly articulating what remain limited. The issue is not the models. It is theabsence of enterprise context, orchestration, and safeexecution. “Chatbots and copilots assist with tasks, but AI agents and workers can facilitate serviceand CX on a new scale judgment and complex interactions, while AI workersdeal with high volume, repeatable work,” he continues.By embedding AI workers within a governed AI OS, Organizations around the world want to grow theircustomer base. In fact, whenCX Networkresearched the Global State of CX in 2025,