CSG’s 2026 State of the Customer Experience Report indicates that consumers are experiencing digital saturation, receiving a constant stream of brand communications across various channels, leading to a diminished ability to discern important messages and a decline in trust. The report emphasizes that clarity will be the most critical driver of customer trust and loyalty by 2026.
The global survey, which gathered insights from 1,200 digital citizens between July 24 and August 6, 2025, across North America, Central & Latin America, and EMEA, revealed significant challenges for consumers. Digital citizens were defined as individuals who have engaged with online services such as paying bills, using online customer support, or making online orders.
Key findings show that seven out of ten consumers feel inundated by brand messages to the point of disinterest. A substantial 59% have inadvertently deleted critical communications, including bills or fraud alerts, mistaking them for marketing or spam. Furthermore, nearly two-thirds of consumers express concern about missing essential information due to the sheer volume of communications.
The report also touched upon consumer sentiment regarding agentic AI, with 56% of respondents expressing discomfort with AI taking actions on their behalf. The impact of excessive outreach is evident, as more than one-third of consumers reported ceasing purchases from a brand due to overwhelming communication.
Katie Costanzo, President of Customer Experience at CSG, commented on the findings, stating, “Consumer overwhelm isn’t just a feeling. It’s a business risk. Your customers aren’t asking for more touchpoints. They want an easy, unified experience that shows the brand understands them.” She added that by 2026, brands that achieve a holistic view of the customer and can act in real-time will secure customer trust and loyalty.
Costanzo outlined the internal work required, including breaking down data silos, leveraging smart automations and analytics, and fostering inter-departmental communication to achieve empathy, clarity, and relevance in brand messaging. The 2026 State of the Customer Experience Report offers actionable strategies for brands, such as ensuring AI-supported personalization feels human, utilizing a journey analytics command center to identify disjointed experiences, and harmonizing rather than merely consolidating technology stacks.
CSG, a provider of customer experience, billing, and payments solutions, aims to help companies manage their customer interactions. The company offers SaaS solutions designed to support businesses in their operational and customer engagement strategies.
