Medallia: Beyond Scores: Proving CX Value and Building Trust in 2026
Medallia — 2026 — Customer Experience
The 2026 State of CX Report reveals a significant disconnect between the perceptions of CX practitioners and consumers, with only 17% of consumers agreeing that customer experiences are improving despite 66% of practitioners believing otherwise. The report highlights the need for enterprises to recalibrate their CX measurement strategies, integrate diverse feedback channels, and link CX improvements to tangible business outcomes. Additionally, there is a pressing need to build trust through proactive engagement and to leverage AI while maintaining a human touch in customer interactions.
Key Statistics
- 66% of CX practitioners believe customer experiences are improving, yet only 17% of consumers agree.
- 22% of consumers feel 'very loyal' to brands after their most recent transaction, a decrease of 3 percentage points year-over-year.
- 40% of consumers switched brands at least once in the past three months.
- 75% of CX practitioners agree that surveys alone are insufficient for a holistic understanding of CX.
- 81% of practitioners have clear, measurable goals for AI use in CX.
Key Takeaways
- Enterprises must integrate diverse feedback channels, including unstructured data and digital behavior analytics, to gain a comprehensive view of customer sentiment.
- Establish a CX-to-Business Outcome Framework to directly link CX improvements to financial metrics such as customer lifetime value and churn reduction.
- Proactively address customer pain points using AI to detect early signs of dissatisfaction and prevent issues before they escalate.
- Develop clear internal policies for AI use in CX that prioritize data privacy, transparency, and fairness.
- Advocate for a Chief Customer Officer role to ensure strategic influence and budget allocation for CX initiatives.
Cite as: Medallia. (2026). Medallia: Beyond Scores: Proving CX Value and Building Trust in 2026. Retrieved from https://research.agilebrandguide.com/research/medallia-beyond-scores-proving-cx-value-and-building-trust-in-2026