2027 State of the Customer Experience
Customers were promised easier experiences. They’re still waiting.
Why do 74% of consumers say resolving an issue takes as much or more effort than it did 12 months ago?
See what consumers told us about rising customer effort and what brands can do about Effort Inflation in 2027.
Scroll down to learn more and fill out the form to get the report.
Maze-like journeys make customers work
Based on a survey of 1,800 digital consumers across North America, Latin America and EMEA, the 2027 State of the Customer Experience Report shows where customer effort is building and how customers are reacting.
Dive into the research to understand
Which channels are driving customer effort up
How consumers really feel about AI and automated support
What consumers expect from brands in exchange for their data
Where CX leaders can focus in 2027 to create more connected experiences
Customer effort is adding up, and loyalty is on the line
More channels and digital processes don't always mean an easier experience. Each additional login, channel switch, transfer or repeated explanation can add more work for the customer.
We call it Effort Inflation: the gradual rise in the time and steps required for customers to get something done with a brand.
The research explores where Effort Inflation is building and what CX leaders can do about it in 2027.
What consumers said
The channels customers prefer aren’t always the ones they use
Brands are adding work by pushing customers toward chatbots they don't want. And away from live agents and messaging they do.
Four routes to less effort in 2027
Learn key strategies for reducing customer effort across AI channels, journey design, personalization, and cross-functional leadership.
Shift AI from gatekeeper to a problem-solver
Adapt journeys to the steps customers are really taking
Make personalization everyone’s job, not just marketing’s
Establish clear ownership of customer journeys
Where else is Effort Inflation showing up, and what can CX leaders do about it?
Related resources
Effort Inflation: The Customer Experience Trend Defining 2027
CSG Named a Leader in The Forrester Wave™: Customer Journey Orchestration Platforms, Q3 2026
