2025-11-20-Qualtrics-2026年全球消费者体验趋势报告_24页_4mb

Qualtrics 2026 Consumer Experience Trends Summary

Introduction and Opportunity

This report highlights a unique opportunity through advancements in AI, with consumers becoming more open to change despite economic uncertainty. Consumer comfort with AI has rebounded after a dip in 2025, but many businesses are misusing AI for cost-cutting rather than problem-solving, leading to low trust and customer dissatisfaction. Businesses that implement AI to deliver personal experiences and build trust can achieve loyalty and growth. Key metrics show increases in satisfaction and trust (+3.0% and +2.7% PTS respectively) compared to 2025, reinforcing loyalty drivers.

Trend 1: AI-Powered Customer Service Is Failing

AI for customer service often fails due to mistrust, misuse of data, and a focus on deflection rather than enhancing human interactions. Only 29% of consumers trust organizations with AI, and half are concerned about lack of human connection. Consumers prefer AI that aids human agents for complex issues, not replaces them. Recommendations include using AI to support agents with history and insights, focusing on transparency and ethical use to rebuild trust.

Trend 2: Survey Fatigue and Feedback Challenges

Consumer feedback through surveys has declined significantly, with only 29% directly sharing issues after a bad experience. Businesses are diversifying data sources, including calls, chats, and behavioral signals, to better understand churn. Combining experience data with operational insights is crucial for proactive issue resolution, as reliance on surveys alone leaves many blind to customer needs.

Trend 3: Value and Experience Drive Loyalty

While value for money is a key driver in 2026, customer experience (a blend of product quality and service) is strongly correlated with loyalty. Consumers prioritize good experiences over deals alone, especially in uncertain economic climates. Long-term loyalty requires investing in service excellence to build trust and resistance to competitive offers.

Trend 4: Demand for Transparency in Personalization

Consumers value personalized experiences but are increasingly wary of data privacy, with only 39% trusting companies with information use. Personalization preferences drop off sharply with data misuse concerns, ranking as a top complaint. To build trust, organizations must provide transparency, control, and clear explanations, showing how data enhances experiences.

This report underscores that success in 2026 hinges on ethical AI use, proactive feedback gathering, prioritizing customer experience, and ensuring data transparency to foster trust and loyalty.