Customer Experience

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Jan 14, 2026

The Future of CX: What Customers Expect Most in 2026

by Sarah Faiz

In customer experience, expectations never stand still, and this year’s data proves it. The Sogolytics Experience Index: Customer Edition (CX) 2026 reveals that while technology continues to redefine the customer journey, satisfaction still depends on something much simpler: trust, speed, and consistency. Sogolytics surveyed 1,011 consumers across the U.S. to explore what drives today’s best and worst experiences, from the industries that set the bar high to the habits shaping loyalty, automation, and personalization. Here’s a first look at what stood out. Everyday Experiences, Big Expectations Customer experience remains rooted in daily life. Nearly half of all recent meaningful interactions occurred in retail (22%) and healthcare (21%), far ahead of digital-only sectors like e-commerce or technology. Younger consumers most often cited entertainment and media, while older generations leaned toward healthcare and retail, showing that CX excellence still begins in the places people rely on most. [Download full report here] Compared to five years ago, expectations are rising across every demographic, most sharply among Millennials (52%) and Gen Z (46%). Consumers now expect faster service, greater transparency, and ethical responsibility. Two in three (68%) demand stronger respect for privacy and data, while 62% expect brands to act more responsibly and ethically. How Customer Expectations Have Shifted in the Last Five Years Source: Sogolytics 2025 U.S. CX Survey Each positive interaction sets a new baseline. What felt exceptional in 2020 is table stakes in 2026. Personalization and Privacy: Still a Balancing Act More than half of respondents(52%) rated personalization as very or extremely important, yet genuine satisfaction is limited. Only 18% described themselves as very satisfied with the personalization they currently receive, suggesting that many experiences feel routine rather than truly tailored. When it comes to data use, […]

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