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Customer experience in 2026: where to invest and what to avoid
By Livia Bernardini
CX is at an all-time low. How has that happened after years of investment and good intentions of being customer-centric?
According to one study, there are three reasons:
an inability to provide truly seamless CX and employee experiences;
chatbots failing to deliver expected digital experiences; and
consumer concerns about their personal finances, society, and the economy.
So, good CX drives value. The challenge for many brands is that CX is all-encompassing, spanning every touchpoint across every channel, both online and offline. It’s influenced by systems and processes hidden deep within the organisation, managed by teams that are far removed from the customer-facing frontline. And it’s shaped by culture right across the business.
That might mean challenging old assumptions or completely changing how you have previously structured data. For example, for Avanti West Coast, the key to achieving a great customer experience was aligning back-end ticketing services with customer needs and presenting information mapped to customer mental models rather than arcane business processes.
These are deep-seated, structural changes. The thought of making them can be daunting. It doesn’t need to be. It comes down to knowing where to invest and where to avoid.
Start focusing here now
Most CX guides focus on the new and seemingly innovative, but this shiny-object syndrome often contributes to a poor experience. That’s because while new technology can be game-changing, if it’s bolted onto weak foundations and poor principles, it will only exacerbate those issues. If brands are to deliver great CX, they need to focus on three areas.
Know what your customers want, even if they don’t.
Build the foundations your ambitions deserve
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