Customer Service Satisfaction Holds Strong—but Frustrations Are Rising Fast
A new study reveals that most customers still feel positive about customer service, but frustrations are growing. The 2026 State of Customer Service and CX research surveyed over 2,000 U.S. consumers to understand their expectations and business experiences. While satisfaction remains high, more people now report negative encounters with businesses.
The research shows that 83% of customers are happy with the service they receive. A strong majority—74%—also believe it should be easy for companies to provide good support. Yet, 42% say they've faced more bad experiences in the past year, up from 38% in 2024 and 40% in 2025.
Customers prioritize five key factors when choosing a business: product quality (96%), trust (95%), price (94%), customer service (91%), and convenience (85%). They don't just compare companies to direct competitors but to the best service they've ever experienced. Reliability, trustworthiness, and ease of use remain critical for keeping customers loyal.
The consequences of poor customer service are severe. Over two-thirds (66%) of customers will abandon a brand they like if the service doesn't meet expectations. This dissatisfaction puts an estimated $3 trillion in business revenue at risk every year. The full report also explores generational differences and deeper trust trends, though no data was available on long-term shifts in expectations or industry comparisons.
The findings highlight a gap between customer expectations and reality. While satisfaction levels stay strong, rising complaints suggest businesses must do more to retain loyalty. With trillions in revenue at stake, improving customer service quality could be the difference between success and losing customers.
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