Customer Service And CX Trends Predictions (Part One)

Customer Service and Customer Experience Predictions for 2026

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Welcome to my annual article featuring customer service and customer experience (CX) trends and predictions. This year is another two-part article divided into two specific categories. Part One features trends and predictions that have little or nothing to do with AI. It may be that technology, including AI, helps drive the trend, but the overarching concept is not specific to AI. Part Two (coming next week) will include my AI and technology predictions. With that in mind, here are the first five of my 10 predictions:

1. When it comes to customer service and CX, customers continue to be smarter. I’ve opened with this same trend for several years, and it is becoming more relevant each year. Our customers know what great customer service is. They don’t compare you to your direct competitor. Instead, they compare you to their favorite company or brand to do business with. That sets a subconscious benchmark for what they consider good service. Brands like Amazon, Apple, Costco, Ritz-Carlton and others known for delivering a great experience are who you are now compared to.
2. Proactive service will become a new competitive advantage. Convenience and speed have been important competitive differentiators. Now, we can add the concept of proactive service. Proactive service equates to “no service,” meaning customers don’t have to reach out because you’ve already fixed the problem or communicated with them before they needed to. For example, you receive an email or text message from your internet provider informing you of an outage, with updates on the progress they are making to repair the problem. Or the airline that informs you of a travel delay and automatically rebooks you so you don’t have to pick up the phone and wait on hold to talk to an agent.
3. Customers will expect companies to value and respect their time. My annual customer service and CX research finds that the importance of a company valuing its customers’ time is increasingly important. Customers equate speed with respect, and anything that they consider a waste of time, such as waiting on hold, repeating themselves, being transferred numerous times or anything else that steals their time away, is inconvenient friction that will cause customers to switch to a competitor, hoping for a better experience.
4. Employees will expect the same experience internally that customers expect externally. Getting and keeping good employees has never been more important—and difficult. Customer experience starts on the inside of the organization. Treating employees the same way you want customers to be treated sets a standard. In addition, employees can’t deliver a great experience if they are struggling with broken systems, unclear processes and outdated tools. While I’ve written about this many times over the years, it seems to be one of the topics that comes up in almost every conversation I have with the leadership of a company.
5. Trust will be recognized as part of the customer experience. Of course, the customer expects you to do what you say you will do. It’s always been that way. Customers want to do business with a company that delivers what it promises, with integrity and aligned values. And when companies deliver a better customer experience, they earn greater trust from their customers. (According to my annual CX research, 83% of consumers said a good customer experience increases their trust in a company or brand.) However, no matter how friendly and nice a company treats its customers, if the customer doesn’t get what they expect or there are ethical issues, it’s game over.

Most of these trends and predictions shouldn’t surprise you. The customer’s knowledge and experience with companies that excel in CX play a role in putting these trends and predictions in the spotlight. To make these trends actionable, consider the following:

1. Don’t compare your service experience to your direct competition, but instead to your favorite companies to do business with outside of your industry.
2. Be proactive and fix problems or communicate with customers before they contact you.
3. Identify the friction that causes customers to “waste time,” and work to eliminate or mitigate the friction.
4. Treat your employees the way you want your customers to be treated. Your CX strategy starts on the inside of your company.
5. Do what you promise. Whenever a customer decides to do business with you, there is an implied contract. In addition, an ethical breach becomes a bigger issue than just losing one customer. It puts your company’s reputation in jeopardy.

These trends aren’t complicated, but they are important. When companies focus on what customers value most (ease, honesty and consistency), they earn trust, loyalty and repeat business.

Source: https://www.forbes.com/sites/shephyken/2025/12/07/customer-service-and-cx-trends-predictions-part-one/