CX视野：2026年的CX状况

The trends, challenges, spendingplans, and customer behaviorsdriving CX in 2026 and beyond INSIDE The factors elevating the importance of customer privacy and data securityHow to grow your customer base and drive more sales in an AI-powered trading environmentWhy discoverability is changing and how to harness AEO and GEO Contents The strategic aims and topchallenges for CX in 202634 The age of high-tech CX22 Foreword & About the research4 IN NUMBERS:How generative andagentic AI are changing CX andapplying generative AI to a typicalcustomer journeyDigital CX needs intelligence,empathy, and effortless designAI demands new skills and processesGenerative AI can multiply efficienciesbut should be used with cautionThe outlook for generative andagentic AI in CX2325262727 IN NUMBERS:The challengesfacing CX in 2026 and thestrategic CX aims guidingorganizations in 2026Competing priorities stillplague CXData security is a trust issueCustomer growth is driven bydiscoverability, data collection,and interactivity35363737 About the respondents5 The trends shaping CX to 20309 IN NUMBERS:The trends shaping CXCX has new foundationsThe five pillars of AI implementationThe new rules of discoverabilityWhat these trends say about CX in 20261011121415 CX Tech Conclusion39 Understanding thecustomer of 202628 Investing in CX in 202616 The center of gravity andfundamental laws of CX havechangedHow customers are changingThe behaviors of winningorganizationsWhat’s on the horizon for CXAbout GenesysAbout CX Network404041414344 IN NUMBERS:Annual budgets for CXmanagement solutions and how practitionersplan to invest their CX budgetPractitioners are investing to leverage thelatest trendsSpending on AI and digital CX set to riseWorking with third party solution providersIN NUMBERS:The top 5 investmentobstacles1719202021 Customers IN NUMBERS:The customer behaviorsshaping CX planningCustomers satisfy own need forspeed and convenienceThe trifecta of modern loyaltyCustomers are increasingly AI literateWhat’s influencing customers?Connecting with customers in 2026293031313232 Challenges& Aims CX Network Experts Our interviewees are CX professionals in major organizations. Their analysis in this report draws on their experience at their current organizations and others. Nao Anthony Joshua Curtis Babul Balakrishnan Jacqueline Bourke Senior manager of operational excellenceCommonwealth Bank, and aCX Network Advisory Board member Customer care center managerSuper Retail Group, and aCX Network Advisory Board member Senior director of creative for the EMEA regionGetty Images CX Tech Ebrahim Hyder Mark Levy Sue Duris Dianna LyngholmDirector of creative services AuthorThe Psychology of CX 101, and aCX Network Advisory Board member Principal consultantM4 Communications VP of customer careMichael Kors, and aCX Network Advisory Board member Challenges& Aims Ekaterina MamonovaGlobal head of broker propositionLiberty Specialty Markets Montserrat PadiernaCustomer knowledge and experience lead Jaslyin QiyuCMO and head of CX for Singapore and Australia Greg ThomasSenior Director of Thought Leadership Walmart Canada, and aCX Network Advisory Board member Foreword The findings in this report are taken from our annualsurvey, completed by our network members betweenDecember 2025 and January 2026. This year, thesurvey was completed by 342 CX practitioners,service leaders, experience designers, analysts, Shaped by new technologies, new customer behavior,and age-old challenges, CX has changed drasticallysince the start of this decade. However, the last 12months have seen external forces – from Big Tech toregional regulators – start to reshape what CX meansand what it is capable of, accelerating change andforcing new ways of working. authors, and consultants from around the world. Withthe response data as a guide, this report establisheswhat is happening in CX in 2026 and explains howbest organizations can adapt, invest, and strategizenow and in future. Trends From agentic commerce to new regulations around AIuse and governance, these forces are changing brandvisibility, customer relationships, loyalty, customerjourneys, and service. They have fundamentallyshifted the balance of power between consumers andbrands, and they’re placing new responsibility on CXleaders to ensure their organizations are agile enoughto seize on new opportunities while being resilientenough to survive change. Taken together, these developments point to aseminal year ahead for CX. With commentary and analysis from 12 CX leadersfrom the worlds of fashion, media, consultancy,healthcare, retail and ecommerce, finance,communications, and technology,CX Horizons: Thestate of CX in 2026,presents and analyzes what’shappening to the trends, challenges, investmentpriorities, strategic aims, and customer behaviors thatdrive the work of CX practitioners. About the respondents Figure 2 To contextualize the findings cited inCX Horizons:The State of CX in