ANALYST REPORT 

Predictions 2026:
Customer Service

Forrester predicts that customer service quality will get worse before it gets better. Not because AI lacks potential, but because many organizations are deploying it too fast, without the right foundations in place.

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What’s in the research?

Forrester’s Predictions 2026: Customer Service highlights a critical reality: Rushing ahead with AI without fixing processes, data and operational discipline is already hurting customer experience and will continue to do so through 2026.

This research explores:

  • Why customer service quality is expected to decline before improving in 2027
  • How businesses focusing on process clarity and data quality are achieving early gains
  • Why pragmatic automation delivers more value than overhyped AI promises

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