Rethinking customer experience – from efficiency to empathy

Liezel Jonkheid | Director | Founder | Consumer Psychology Lab | mail me |

Customer Experience (CX) and consumer behaviour have entered a more demanding phase. While AI has gone mainstream, customers remain stubbornly human. They do not reward brands for deploying technology. They reward brands for solving problems quickly, fairly and with genuine empathy.

As satisfaction measures softened in multiple markets, the lesson became clear. The next era of CX will not be won by automation and technology alone. It will be won by trust, journey continuity and disciplined “human + tech” design that improves outcomes customers can feel. This shift reshaped how organisations interpret CX and consumer behaviour in a rapidly digitising environment.

Lessons learned

Here are our observations of what emerged over the last year on the consumer behaviour front:

• Convenience is the new standard

Consumers now expect speed and seamless service as the norm, not the exception. E-commerce players like CheckerSixty-60 are setting the benchmark for delivery standards, much like Amazon did in the US. Brands that combine fast delivery with flexible, no-nonsense returns are winning the race for consumer loyalty. This trend continues to redefine CX and consumer behaviour expectations across sectors.

• The expectation gap is real

Consumers are less forgiving of organisations stuck with outdated, legacy systems. New players, especially digitally savvy and customer-centric entrants like challenger banks, are capitalising on this shift by connecting the dots and creating personalised experiences. Technology is no longer just for Gen Z. Every generation now expects instant access to content, services and solutions, which further reshape CX and consumer behaviour dynamics.

• AI in customer service – efficiency vs trust

AI may have made service faster, but often at the cost of human connection. While AI offers efficiency, it has not yet built the confidence and trust consumers crave in brands to resolve problems effectively. Many consumers still struggle to resolve complex issues without speaking to a person.

The 2026 Qualtrics Customer Experience Trends Report, based on a survey of 20,000 consumers from 14 countries and 18 industries, framed this clearly. While overall consumer comfort with AI has improved, nearly one in five consumers said AI-based customer support provided no benefit. This failure rate is four times higher than that of other AI applications. The key issue is that companies use AI to solve their own problems, such as high service costs, instead of customer problems. Forrester also notes in its CX predictions for 2026 that three in 10 firms will harm their total-experience growth with frustrating AI self-service.

• Trust is central

Trust has never been more important, particularly in South Africa. Sophisticated scams that leverage trusted brands are making consumers wary. Banks, mobile providers and insurers must work harder to prove authenticity and safeguard relationships because fraudsters target these sectors heavily.

• Personalisation drives loyalty

The generic service no longer works. Personalisation is key to building emotional connections and trust. Consumers want to feel seen, understood and valued, and they reward brands that deliver this consistently. However, customers want personalisation without sacrificing privacy or feeling manipulated. Brands must balance trusted personalisation with creepy personalisation. They should allow customers to retain control over their data and disclosures and make personalisation part of the experience.

• Voice is making a comeback

After years of self-service and chat-first experiences, voice is resurging as a preferred engagement channel.

Maik Hummel, Principal AI Evangelist at Parloa, predicted for 2025:

Even younger consumers, who have leaned on chat or self-service portals, are returning to voice in greater numbers.

AI helps organisations understand customer needs and pain points. However, survey fatigue is at an all-time high, which makes authentic human voice interactions increasingly valuable. Forrester also warns that metric obsession with automated surveys is a trap. Reporting without meaning will not tell organisations what to solve or why it matters.

• Loyalty goes beyond rewards

Transactional loyalty is no longer enough. Organisations should measure what customers feel, not only what they sell or offer. Today, consumers want to feel genuinely heard. Brands that acknowledge and act on customer feedback will build the strongest connections.

• Resilience is essential

South Africans have adapted to disruptions like power outages, but new challenges, such as water shortages, remain. Businesses and individuals are investing in resilience to ensure continuity despite ongoing obstacles. However, these pressures affect disposable income and emotional tolerance. Brands must understand the impact on consumer behaviour as people grapple with uncertainty, dwindling confidence, instability and constrained spending.

• Priorities are shifting

Consumers increasingly value experiences, community and self-development. Travel and leisure reflect more inclusive lifestyles, such as the rise in pet-friendly accommodations and family-focused activities.

Planning forward

2025 has shown that CX is no longer just about service and tech stacks. It is about connection, trust and responsiveness.

Brands that embrace personalisation, rebuild authentic human engagement and prioritise consumer needs will not just survive. They will thrive in the evolving landscape of CX and consumer behaviour.