Qualtrics_2026年全球消费者体验趋势报告

2 // Qualtrics 2026 Consumer Experience Trends Report // Introduction Introduction2026 creates a window of opportunity for organizations unlike any that we have seen in five years of studying consumer experience trends. In a global economic and political climate that is teeming with uncertainty, and in an ongoing technological transformation, people are remarkably open to change. After hitting a low in 2025, consumer comfort using AI has rebounded dramatically. But too many businesses are squandering this opportunity by deploying AI to cut costs, not solve problems, and their customers can tell the difference. “Nearly 1 in 5 consumers who have used AI for customer service saw no benefits from the experience. A failure rate nearly 4x higher than for AI use on average.”All of this is good news for businesses that get their AI strategy right – implementing this technology to deliver more personal experiences and resolve issues in a way that’s satisfactory, not just cheap. Doing so will build trust and loyalty – and durable business growth.bad experiences result incustomers cutting their spend1 in 23 // Qualtrics 2026 Consumer Experience Trends Report // Introduction IntroductionSince we began studying consumer experience trends, one thing has not changed: consumers remain constant about what really matters to win their loyalty – the experience. Satisfied consumers are four times more likely to recommend, almost four times more likely to trust, and almost two and a half times more likely to purchase more.So in 2026, businesses need to think intentionally about their path to success and the role AI will play in helping them get there. Is it a short-term fix to lower the cost-to-serve? Or is it the bedrock of a transformation that redefines the experience your customers keep coming back for? Uncertain times mean there’s space to act – and that is a chance for truly customer-centric organizations to make an impact in 2026.Isabelle Zdatny Head of Thought Leadership Qualtrics XM Institute+3.0% PTSFROM 2025SATISFACTION79%+2.7% PTSFROM 2025TRUST76%+2.7% PTSFROM 2025RECOMMEND72%+2.6% PTSFROM 2025PURCHASE MORE70%AT A GLANCETHE STATE OF CUSTOMER EXPERIENCEMetrics are based on satisfaction and likelihood to trust, recommend, and purchase more.4 // Qualtrics 2026 Consumer Experience Trends Report // Meet the expertsMoira Dorsey Head of Qualtrics XM Institute Isabelle Zdatny Head of Thought Leadership, Qualtrics XM InstituteTalia Quaadgras Senior Research Program Manager, Qualtrics XM InstituteLeonie Brown Lead Product Scientist, Customer Care, QualtricsMax Venker Product Marketing, CX, QualtricsJuliana Smith Holterhaus, PhD Maturity PLG Lead, Product Scientist, QualtricsMatt Trickett XM Strategist, QualtricsTerry Anderson Senior Product Scientist, CX for Locations, QualtricsMeet the experts5 // Qualtrics 2026 Consumer Experience Trends Report // ContentsContents610141823Trend 1 // AI-powered customer service is failing, so farTren