100 Customer Experience Statistics & Data to Know for 2026

Customer experience is where most brands win or lose now. Buyers stopped grading you against your direct competitors years ago.

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They compare every interaction to the best digital experience they have ever had, full stop. That benchmark might be a streaming app, a checkout flow, or the way their bank handled a refund last Tuesday.

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The bar climbs every year, and the gap between brands that meet it and brands that fall short keeps widening.

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The 100 customer experience statistics below pull from research published by Salesforce, Microsoft, PwC, McKinsey, Forrester, Gartner, Zendesk, the Qualtrics XM Institute, Harvard Business Review, and other primary sources.

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These customer experience trends cover customer expectations, service interactions, personalization, loyalty and retention, AI in CX, omnichannel behavior, employee experience, business impact, demographic differences, and emerging trends.

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Use them however the work calls for it. Some teams pull them straight into a board deck. Others use them to pressure-test a strategy or benchmark a program against the field.

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Every statistic is sourced, and the matching numbered reference for each statistic lives in the Sources section at the bottom of this page.

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Customer Expectations Statistics

• Eighty percent of customers say the experience a company provides is as important as its products and services [2]. Expectations spilled past the support ticket years ago. They now cover every touchpoint a customer hits, marketing and billing included.
• Seventy-three percent of customers expect companies to understand their unique needs and expectations [2]. Generic outreach is read as disrespect.
• Sixty-six percent of customers expect companies to understand their individual needs, but only 34 percent feel their providers actually do [2].
• Seventy-six percent of customers expect consistent interactions across departments, yet 54 percent say it feels like sales, service, and marketing do not share information [2].
• Fifty-six percent of customers say most companies treat them as a number rather than as an individual [2].
• Sixty-five percent of customers expect companies to adapt to their changing needs and preferences in real time [2].
• Eighty-eight percent of customers say the experience a company provides matters as much as its product or service [9].
• Seventy-three percent of consumers point to customer experience as an important factor in purchasing decisions [4].
• Sixty-four percent of consumers want companies to respond and interact with them in real time [2].
• Sixty-two percent of customers expect companies to anticipate their needs before they have to articulate them [2].

Customer Service Statistics

• Ninety percent of Americans use customer service as a factor in deciding whether or not to do business with a company [3].
• Fifty-eight percent of American consumers say they will switch companies because of poor customer service [3].
• Sixty-six percent of customers will stop buying from a company after only one bad experience [4].
• Seventeen percent of US consumers say they will walk away from a brand they love after just one bad experience [4].
• Thirty-two percent of all customers globally say they would walk away from a brand they love after a single bad experience [4].
• Customers tell an average of nine people about a positive experience and 16 people about a negative experience [10].
• Sixty-eight percent of customers say a service representative is key to a positive service experience [22].
• Ninety-three percent of customer service teams agree that customer expectations are higher than ever [14].
• Sixty percent of customer service decision makers say their organization views customer service primarily as a cost center, not a driver of revenue [14].
• Forty-eight percent of consumers expect specialized treatment for being a good customer [10].

Customer Experience and Business Impact Statistics

• Companies that lead in customer experience outperform laggards by nearly 80 percent in stock performance over a five-year period [24].
• Customer experience leaders grow revenue 1.7 times faster than CX laggards and grow customer lifetime value 2.3 times faster [16].
• Eighty-six percent of buyers are willing to pay more for a great customer experience [4].
• Customers are willing to pay a price premium of up to 16 percent for products and services backed by great customer experience [4].
• A one-point improvement in a brand's customer experience score can translate to $167 million in additional annual revenue for major airlines and $65 million for major hotel chains [8].
• US companies lose an estimated $75 billion per year from poor customer service [9].
• Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience [9].
• Sixty-one percent of customers say they would switch to a new brand after one bad experience, and 76 percent would switch after two bad experiences [15].
• A 5 percent increase in customer retention can increase company revenue by 25 to 95 percent [12].
• Eighty-four percent of organizations that work to improve customer experience report an increase in revenue [9].

Personalization Statistics

• Seventy-one percent of consumers expect companies to deliver personalized interactions, and 76 percent get frustrated when this does not happen [5].
• Companies that grow faster drive 40 percent more of their revenue from personalization than their slower-growing counterparts [5].
• Personalization can lift revenues by 10 to 15 percent, with the effect ranging from 5 to 25 percent depending on company and sector [5].
• Seventy-three percent of customers expect companies to use new technologies to create better experiences [2].
• Fifty-six percent of consumers expect all offers to be personalized, up from 52 percent the previous year [2].
• Sixty-two percent of consumers think a brand will lose their loyalty if it delivers an un-personalized experience [6].
• Eighty percent of consumers are more likely to make a purchase from a brand that provides personalized experiences [9].
• Seventy-two percent of customers say they will only engage with personalized messaging [9].
• Sixty-five percent of B2B buyers say they would switch suppliers if a company does not personalize communications [2].
• Three out of four consumers say they choose to do business with a brand based on personalized engagement [6].

Loyalty and Retention Statistics

• Sixty-five percent of a company's business comes from existing customers [9].
• Acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing customer [13].
• Increasing customer retention rates by 5 percent increases profits by 25 to 95 percent [12].
• The probability of selling to an existing customer is 60 to 70 percent, compared to 5 to 20 percent for a new prospect [21].
• Loyal customers are 5 times as likely to repurchase, 5 times as likely to forgive, 4 times as likely to refer, and 7 times as likely to try a new offering [15].
• Fifty-five percent of consumers are loyal to a brand because they love its product [9].
• Fifty-five percent of consumers will pay more for a guaranteed good experience, and 86 percent of buyers will pay more for a great customer experience overall [4].
• Sixty-eight percent of customers say they are willing to pay more for products and services from a brand known to offer good customer service experiences [3].
• Sixty-three percent of consumers said they would share more information with a company that offers a great experience [4].
• Eighty-nine percent of consumers are more likely to make another purchase after a positive customer service experience [3].

AI in Customer Experience Statistics

• Sixty-five percent of CX organizations now see AI as a strategic necessity, up from 55 percent the prior year [1].
• Seventy percent of CX leaders are rethinking the entire customer journey because of generative AI [1].
• Seventy-five percent of organizations believe generative AI will fundamentally change the way they serve customers within the next two years [1].
• Sixty-four percent of customers want companies to use AI to improve their experiences [2].
• Fifty-one percent of consumers prefer to interact with bots when they want immediate service [1].
• Sixty-nine percent of customers are open to using AI to improve their experiences [1].
• Eighty percent of consumers who have engaged with an AI chatbot for customer service describe the experience as positive [1].
• Service teams expect a 136 percent increase in their use of AI chatbots in the next 18 months [14].
• By 2027, 25 percent of organizations are expected to use AI assistants or AI-enabled CRM as their primary interface with customers, up from less than 2 percent in 2023 [7].
• AI-powered customer service platforms can reduce customer service costs by up to 30 percent [7].

Omnichannel and Digital CX Statistics

• Companies with strong omnichannel customer engagement strategies retain on average 89 percent of their customers, compared to 33 percent for companies with weak omnichannel strategies [9].
• Seventy-two percent of consumers say they want to be able to switch between channels and pick up the conversation where they left off [1].
• Seventy-three percent of customers use multiple channels during their shopping journey [9].
• Customers who engage with brands across multiple channels spend 4 percent more in-store and 10 percent more online than single-channel customers [9].
• Sixty-four percent of consumers expect to receive real-time assistance regardless of the customer service channel they use [4].
• Mobile devices account for 60 percent of digital media time spent by users [25].
• Forty-six percent of customers will abandon a brand if employees lack product knowledge [4].
• Fifty-three percent of customers say they would stop buying from a company that does not offer them their preferred channel of contact [3].
• Fifty percent of consumers say they have made an unplanned purchase after receiving a more personalized experience across channels [5].
• Eighty-seven percent of consumers want a smooth experience across channels [18].

Employee Experience and CX Statistics

• Companies with engaged employees outperform their competitors by 147 percent in earnings per share [9].
• Sixty-five percent of service decision makers say their teams have a clear plan for reskilling agents as AI takes on more tasks [14].
• Seventy-six percent of employees say they are more likely to stay with a company that provides continuous training [14].
• Disengaged employees cost US companies up to $550 billion per year in lost productivity [9].
• Brands with the best customer experience have 1.5 times more engaged employees than brands with poor customer experiences [13].
• Seventy-three percent of consumers fall in love with a brand because of friendly customer service representatives [9].
• Sixty-eight percent of customer service decision makers say that AI and automation have allowed their agents to focus on more strategic work [14].
• Companies that prioritize employee experience are 4 times more profitable than those that do not [13].
• Empowered, well-trained service agents drive a 25 percent increase in customer satisfaction scores [15].
• Eighty-six percent of customer service decision makers expect employee expectations of the workplace to keep rising [14].

Demographic and Generational CX Statistics

• Sixty-five percent of Gen Z consumers value consistent and emotionally intelligent communication from brands [1].
• Seventy-three percent of Gen Z and millennials say they are more loyal to brands that respond to their feedback [9].
• Forty-one percent of Gen Z customers say they switched brands in the past year because of a poor experience, compared to 33 percent of millennials and 22 percent of baby boomers [1].
• Seventy-one percent of millennials say a positive customer experience is more important than price when choosing a brand [9].
• Sixty-six percent of consumers between 18 and 34 say they have higher expectations for customer service than they did a year ago [3].
• Gen Z and millennials are more than twice as likely as older generations to prefer self-service tools to resolve their issues [1].
• Sixty-two percent of Gen Z customers want brands to engage with them through messaging apps rather than phone or email [1].
• Boomers are 3 times more likely than Gen Z to call a contact center for support. Gen Z is more likely to use chat, social, or self-service [1].
• Eighty-two percent of millennials say they want brands to know them and reward them for their loyalty [6].
• Forty-five percent of Gen Z and millennials say they would stop using a brand's product if customer service is poor, compared to 35 percent of Gen X and baby boomers [3].

Emerging Trends and Future of CX Statistics

• By 2026, 60 percent of large enterprises will use total experience to transform their business models to achieve world-class customer and employee advocacy levels [7].
• Seventy-six percent of CX leaders say their organization is rethinking the end-to-end customer journey because of new AI capabilities [1].
• Voice of the customer programs that incorporate predictive analytics deliver a 25 percent increase in customer retention [16].
• Sixty-three percent of consumers say they are open to sharing more data with companies they trust in exchange for better experiences [4].
• Seventy-five percent of companies investing in proactive customer experience report a measurable positive impact on customer satisfaction [15].
• Sixty-eight percent of consumers say a positive experience with a brand is more influential than great advertising [9].
• Brands that use behavior data to drive marketing decisions outperform peers by 85 percent in sales growth [17].
• Companies that invest in customer experience see employee engagement increase by an average of 20 percent [13].
• Seventy percent of customer experience leaders are increasing investment in customer experience technology in the next year [15].
• The global customer experience management market is projected to grow from $16.9 billion in 2023 to $52.5 billion by 2030, at a compound annual growth rate of 16.6 percent [23].

Voice of the Customer and Feedback Statistics

• Companies that excel at listening to and acting on customer feedback see customer retention rates that are 55 percent higher than competitors that do not [16].
• Only 1 in 26 unhappy customers ever complain. The rest churn silently [11].
• Customers whose complaints are resolved quickly often become more loyal than customers who never had a problem in the first place [10].
• Eighty-three percent of customers feel more loyal to brands that respond to and resolve their complaints [9].
• Seventy-seven percent of consumers view brands more favorably if they proactively invite and accept customer feedback [9].
• Companies that act on voice of the customer insights have 1.6 times higher customer satisfaction rates than companies that do not [16].
• Only 14 percent of marketers say their company truly focuses on customer centricity [11].
• Sixty-four percent of customer experience professionals say improving the voice of the customer program is a top priority for 2026 [16].
• Online reviews influence the buying decisions of 93 percent of consumers [20].
• Eighty-eight percent of consumers trust online reviews as much as personal recommendations [19].

These customer experience statistics show what wins now: brands that personalize, respond in real time, invest in AI, and act on customer feedback consistently outperform across revenue, loyalty, and retention. Use the data above to benchmark your customer experience program against the field and pinpoint where the next round of investment will move the needle.

Sources

1. [1] Zendesk. "CX Trends Report 2024." Zendesk, 2024, https://www.zendesk.com/blog/cx-trends-2024/.
2. [2] Salesforce. "State of the Connected Customer, Sixth Edition." Salesforce, 2023, https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/.
3. [3] Microsoft. "State of Global Customer Service Report." Microsoft Dynamics 365, 2020, https://info.microsoft.com/ww-landing-global-state-of-customer-service.html.
4. [4] PwC. "Experience Is Everything: Here's How to Get It Right." PwC, 2018, https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html.
5. [5] McKinsey & Company. "The Value of Getting Personalization Right or Wrong Is Multiplying." McKinsey & Company, 12 Nov. 2021, https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying.
6. [6] Accenture. "Pulse Check 2018: Making It Personal." Accenture, 2018, https://www.accenture.com/_acnmedia/pdf-83/accenture-making-personal.pdf.
7. [7] Gartner. "Gartner Customer Experience Strategy." Gartner, https://www.gartner.com/en/marketing/insights/customer-experience-strategy.
8. [8] Forrester. "Forrester Customer Experience Index." Forrester Research, https://www.forrester.com/press-newsroom/forrester-customer-experience-index/.
9. [9] SuperOffice. "21 Customer Experience Statistics That Prove CX = Growth." SuperOffice, 15 Nov. 2022, https://www.superoffice.com/blog/customer-experience-statistics/.
10. [10] American Express. "Customer Service Barometer." American Express, 2017, https://about.americanexpress.com/newsroom/press-releases/news-details/2017/Welcome-to-the-On-Demand-Economy-American-Express-Identifies-Five-Customer-Service-Trends/default.aspx.
11. [11] Walker Information. "Customers 2020: A Progress Report." Walker, https://www.walkerinfo.com/.
12. [12] Bain & Company. "Prescription for Cutting Costs: Loyal Relationships." Bain & Company, https://www.bain.com/insights/prescription-for-cutting-costs-bain-brief/.
13. [13] Harvard Business Review. "The Value of Customer Experience, Quantified." Harvard Business Review, 1 Aug. 2014, https://hbr.org/2014/08/the-value-of-customer-experience-quantified.
14. [14] HubSpot. "The State of Customer Service Report." HubSpot, 2024, https://www.hubspot.com/state-of-service.
15. [15] NICE. "The Modern State of Customer Experience." NICE, https://www.nice.com/info/the-modern-state-of-customer-experience.
16. [16] Qualtrics XM Institute. "Global Consumer Study." Qualtrics XM Institute, 2023, https://www.qualtrics.com/xm-institute/.
17. [17] McKinsey & Company. "Capturing Value from Your Customer Data." McKinsey & Company, 2018, https://www.mckinsey.com/capabilities/quantumblack/our-insights/capturing-value-from-your-customer-data.
18. [18] LivePerson. "87% of Consumers Worldwide Prefer Brands That Connect Their Interactions Across Voice and Messaging." LivePerson, 20 Apr. 2022, https://ir.liveperson.com/news-releases/news-release-details/hold-phone-87-consumers-worldwide-prefer-brands-connect-their.
19. [19] Nielsen. "Global Trust in Advertising." Nielsen, 2021, https://www.nielsen.com/insights/2021/trust-in-advertising-2021/.
20. [20] Khoros. "The 2024 Customer Experience Statistics You Need to Know." Khoros, 2024, https://khoros.com/blog/customer-experience-statistics.
21. [21] Invesp. "Customer Acquisition vs. Retention Costs." Invesp, https://www.invespcro.com/blog/customer-acquisition-retention/.
22. [22] HubSpot. "Annual State of Service Report." HubSpot, 2024, https://www.hubspot.com/state-of-service.
23. [23] Statista. "Customer Experience (CX) in the United States." Statista, 2024, https://www.statista.com/topics/12159/customer-experience-cx-in-the-united-states/.
24. [24] Watermark Consulting. "The Customer Experience ROI Study." Watermark Consulting, 20 Aug. 2024, https://watermarkconsult.net/blog/2024/08/20/customer-experience-roi-study/.
25. [25] Statista. "Share of Daily Internet Time Globally by Device, Q2 2024." Statista, 2024, https://www.statista.com/statistics/1380539/time-spent-online-daily-by-device/.

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