CX State of Play: 3 Key Areas to Watch in 2026
Customer expectations and sector benchmarks have something in common - they’re rising faster than ever!
In the age of modern technology, customers expect instant answers, effortless communication, and a sense of confidence that their data, time and trust are being respected.
At the same time, organisations are under significant pressure to deliver more for customers, with tighter budgets and growing operational complexity. The result? A CX landscape where you cannot afford to stand still without risk of falling behind.
We have so many conversations with contact centres of all sizes, sectors and focuses, and we've noticed a few things you must consider as you move into 2026.
Below, we share our perspective on the biggest changes, trends and considerations that should be at the forefront of your strategy this year to make a meaningful impact on your goals.
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Greater collaboration between humans and technology
The conversation about AI between contact centres is very bittersweet - some love it, others hate it. The one fact nobody can deny is that it's revolutionised how the industry will work moving forward.
It's evolved beyond just chatbots or automations replacing human-led workflows. Instead, we're seeing technology capable of sending processes into hyperdrive. The organisations we've spoken to that have successfully implemented AI all share one common factor: a focus on augmentation. The most effective CX strategies are those that use AI & technology to supplement and enhance human agent workflows, not to remove or add to them.
Human empathy is irreplaceable - don't take away what human agents do best: allow them to resolve complex issues, demonstrate better judgment in decision-making, and consider genuine human emotions.
A human agent's strength lies in their ability to understand context, emotion and nuance. Customers want reassurance as much as convenience, particularly in high-stakes or sensitive situations. Organisations that maintain that personal level, exactly when it matters, will be the ones who see the greatest gain and recognition from customers.
In 2026, the focus has shifted to using AI to handle repetitive, high-volume tasks such as triaging queries, collecting relevant information, and managing routine communications. The most effective contact centres will be built on thoughtful collaboration between humans and AI, working together, not in competition.
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Messaging & Asynchronous channels on the rise
SMS & WhatsApp are proof that asynchronous messaging platforms have far exceeded their "experimental" phase. Year on year, more contact centres are utilising asynchronous messaging as a strategic priority in their CX.
Unlike traditional live chat & voice channels, asynchronous messaging gives customers the freedom to communicate on their own terms; they don't feel locked to a laptop screen or scared to close their phone, worried about losing their support ticket. Platforms like WhatsApp don't require customers to stay on hold or remain glued to their screens; they can ask a question, make a coffee, hang their washing up, and return to the same point they left from.
At a top-line operational level, asynchronous messaging provides the ideal foundation for fully built automations, agent dashboards and easy handover between virtual and human agents. This functionality allows organisations to manage queries more efficiently while maintaining a naturally flowing conversation with the customer.
We're increasingly seeing messaging not only used to deflect simple queries, but also to give your customers expansive accessibility functionality, giving more sensitive customers a trustworthy platform to feel safe asking for the support they need. For contact centres planning for the future, asynchronous messaging is simply too effective to ignore.
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Trust, transparency and governance matter, more than ever!
With the use of AI and other evolving technology, it's become eerily difficult to distinguish legitimate communications from fraudulent ones. Customers are more worried than ever about their own data protection and account security, so it needs to be a key component of any CX strategy to alleviate these concerns and ensure your customers are always safe and secure when talking to you - after all, trust is the most important component of any successful relationship.
Customers want to know that the channels they use are secure, their private information is protected, and organisations are transparent with how they handle data. In response, we're seeing more organisations invest in clearly communicated safeguarding measures.
Trust isn't built easily, and organisations that are proactively communicating how they protect their customers are better positioned to maintain their customers' confidence.
Trust needs to be demonstrated at every touchpoint!
Bonus: CX stats are stagnant, doing nothing is falling behind.
According to the Forrester CX Index 2025, 68% of brands showed no improvement in CX last year. On the surface, that stat may not ring alarm bells, but it does highlight a major opportunity.
When over 2/3 of organisations remain stagnant, those willing to invest effort can differentiate themselves from competitors. The organisations pulling ahead are applying the principles identified in this article: using a combined human/virtual agent approach, embracing the modern communication channels and prioritising customer trust above all.
Rather than embracing every trend, focus on practical, achievable improvements that truly enhance a customer's experience. In a modern market where growth has stunted, incremental improvements can make a considerable difference!
To wrap up, it's no surprise that the CX landscape continues to evolve each year, and adopting a thoughtful approach is the only way to thrive through these changes.
The real question is: will you seize the opportunity, or let your competitors bypass you?
Want to learn how you can get the most out of your CX? Send us an email, and we'll connect you with one of our experts!