2026年消费者体验趋势报告_24页_4mb

Qualtrics 2026 Consumer Experience Trends Report Summary

Introduction:

• 2026 presents a unique opportunity for organizations to leverage consumer experience trends, driven by economic uncertainty and technological change. Consumers are open to AI adoption, with rebounded comfort levels, but many businesses fail to use AI effectively for problem-solving, leading to trust erosion. Key findings show that AI-powered customer service performs poorly, and businesses must focus on delivering personal, satisfactory experiences to build loyalty and sustainable growth.

Trend 1: AI-Powered Customer Service Fails Due to Misuse

• Despite high AI usage for daily tasks, customer support AI is a major disappointment, with nearly half the consumers reporting no benefits. Businesses often deploy AI to cut costs rather than solve issues. Successful AI implementation should enhance human interactions, provide context-aware support, and ensure ethical data use to foster trust and positive customer experiences.

Trend 2: Survey Fatigue Leads to Uncertainty on Churn

• As survey response rates decline, businesses increasingly struggle to understand customer churn through traditional feedback. Organizations must diversify data sources to include unsolicited feedback (e.g., calls, chats) and use AI to synthesize operational and behavioral data, enabling proactive issue resolution and deeper customer insight without relying solely on surveys.

Trend 3: Price Sensitivity Does Not Guarantee Loyalty

• While 73% of consumers cite value for money as a primary driver, loyalty is more strongly correlated with overall experience, combining great products and service. In economic uncertain times, sustainable businesses must balance competitive pricing with excellent customer experiences to build long-term relationships and resistance to competitive offers.

Trend 4: Consumers Demand Transparency in Personalization

• Although 64% prefer tailored experiences, many consumers distrust how their data is used. Companies must prioritize transparency, offering control over data sharing and ensuring fairness in AI-based personalization. Building trust through explainable and ethical practices will differentiate brands and secure lasting loyalty, as it fosters deeper connections and customer retention.

Methodology:

• Data from a global study of 20,001 consumers across fourteen countries in Q3 2025, matched for demographic quotas, ensures population representation. Methodology includes online surveys and advanced analytics to validate trends.