The publisher of customer experience survey software Qualtrics publishes its 2026 report on the major trends in customer experience, which puts into perspective the new behaviors and expectations of consumers around the world. Based on responses from over 20,000 participants in 14 countries, including France, it deciphers the weak signals that will shape customer relations in 2026.
Study reveals major blind spot in business adoption of artificial intelligence : customer experience. Indeed, if 73% of consumers say they have already used AI for various tasks, nearly one in five believe they get no benefit when it comes to customer service, a failure rate almost four times higher than that observed for other uses of AI. Faced with chatbots and automated assistants, distrust persists : 53% of consumers fear misuse of their data, and one in two fears losing the human connection. These deceptive interactions can deteriorate customer relationships : 47% of consumers reduce their spending after a bad experience, making this loss of confidence a direct risk for business performance.
Customer feedback reaches historic low
According to the study, only 29% of consumers today share their dissatisfaction directly with a brand via a questionnaire, a form or an exchange with customer service… compared to 37% in 2021. Clear, almost one in three no longer express themselves at all after a bad experience. This decline in feedback creates a real blind spot for companies, many of which continue to rely primarily on customer surveys. In the absence of clear signals on the feelings of their customers, they risk missing critical friction points. A warning signal for businesses, while understanding customer feelings has never been so decisive.
Brands rely on service to (re)create trust
While brands are increasing their efforts on prices, consumers, them, reward quality of service. If 46% of customers favor a brand for its quality-price ratio, those who choose it for the quality of service display satisfaction rates (92% versus 87%) and trust (89% versus 83%) significantly superior. Pricing policies therefore only offer a temporary advantage : to build lasting relationships, brands must rely on attentive and consistent service. And in an uncertain economic context, this quality of service becomes more than ever a lever for loyalty and differentiation.
Lack of confidence in the security of their data
If 64% of consumers say they expect personalized experiences, only 39% trust companies to protect their personal data and believe the benefits of personalization justify the compromises on their privacy. Brands are thus faced with a real paradox : they cannot offer the expected level of personalization without collecting more data, but have not yet gained the confidence to do so. Nearly one in two consumers (46 %) says that greater transparency on the information collected and its use would encourage them to share more data. Security and clarity in the management of personal information therefore become essential conditions for restoring trust and advancing personalization..
