18 Customer Experience Predictions for 2026

18 Customer Experience Predictions for 2026

This is the seventh year Adrian Swinscoe has compiled customer experience predictions for the year ahead. This year, 374 leaders submitted 777 predictions across the service and experience space. Following an anonymized review, 61 predictions were selected and grouped into 18 themes, with added commentary. Here are the customer experience predictions for 2026:

1. Consumer budgets will remain under pressure in 2026. As a result, shoppers will prioritise practical purchases and those that deliver longer-term value. Sustainability will also be on their minds as long as they don’t have to pay for it. However, many will still indulge themselves, from time to time, to help them cope with the stress of constantly managing their finances.

Michael Podolsky, CEO and co-founder at PissedConsumer predicts that consumer budgets will remain under pressure:

“Tariffs are already adding extra financial strain on consumers’ budgets, especially for households living paycheck to paycheck, leading many to reassess their spending priorities this holiday season. According to this year’s survey conducted by PissedConsumer, 63% of shoppers believe tariffs will impact prices, while 64.9% are concerned about the effect of inflation. By 2026, these financial constraints are likely to continue reshaping consumer spending behavior, driving a more cost-conscious approach to customer experience. Many consumers will prioritize practical purchases over luxury items. Notably, a significant portion of consumers is already adjusting their habits, with 48% waiting for sales and 46.7% shopping earlier than major sales events. As a result, businesses may need to adapt their customer experience strategies by offering discounts, value propositions, and, most importantly, good customer service that meets customer expectations.”

Deborah Honig, Chief Customer Officer at Samsung UK agrees and adds that customers are now also seeking longer-term value when it comes to their purchases:

“Economic uncertainty will continue to shape behaviour in 2026, and customers are already scrutinising purchases more carefully than ever. People want to avoid buyer’s remorse, avoid buying cheap and buying twice, and they are far less willing to invest in products that risk becoming outdated quickly. Value will be defined not just by price, but by longevity, versatility and the promise of continuous improvement.

As a result, products that are genuinely useful – even beyond their primary purpose- will become significantly more attractive.
I believe 2026 will mark a major shift towards brands selling truly connected experiences rather than standalone products.

This level of connection redefines customer experience beyond anything we once expected from a single product. The leaders will be those who ensure their technology adds value long after purchase -integrating meaningfully across the entire customer lifestyle. When spending is under scrutiny, people choose the brands that help them get more out of what they already own.”

According to Iva Filipovic, Senior Experience Consultant at Empathy Lab by EPAM, sustainable buying is still driving many consumer decisions, but only if it is evidenced and they don’t have to pay for it:

“In France, regulators are tightening the rules: higher eco-taxes (up to €10 per item by 2030), ad bans for ultra-cheap products, and stricter disclosures. Yet when Shein opened its first physical store in Paris on Nov 5, 2025, the lines were long, and customers kept coming. The signal is clear: when budgets are tight and the economy is not right, price beats virtue.

But this isn’t ignorance or spite; it’s disillusionment. Customers read the same reports revealing that some very prominent brands score lower on accountability than fast-fashion players, as per the 2024 Fashion Accountability Report. When ethical claims blur, and when both luxury and fast-fashion choices feel wrong, customers turn to what benefits their budgets.

Customers will therefore shop with brands that don’t just preach sustainability or justify it through higher prices. They’ll have to prove it, transparently and accessibly, aligning purpose with price. Expect Digital Product Passports (DPPs) to become a trust currency in this new reality where proof, not promise, drives loyalty.”

Read the full article here.

At EPAM, we’re relentlessly committed to delivering experiences that delight customers and drive real market growth. Whether helping you design a new product and its ecosystem, driving service adoption or creating a loyalty program, our multidisciplinary teams will take you from idea to market, fast: www.epam.com/services/customer-experience/cx-strategy-and-design