Top 5 Customer Service & CX Articles for Week of May 26, 2025

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

Three-Quarters of Customers Would Pay More for a Premium Experience by Lauren Braun

(Qualtrics) The majority of US consumers (72%) say they would pay more for a premium experience when doing business with a company, according to new data from Qualtrics XM Institute. In particular, consumers are most willing (84%) to pay for a better experience when flying. Meanwhile, 61% are willing to pay more when visiting a primary care provider, and 68% for better customer service.

My Comment: Would you pay more if you knew you would receive a great customer service experience? According to a Qualtrics survey, the answer is yes. (The findings align with my customer service and CX research.) There are specific examples of what customers are willing to pay more for. For example, 84% of customers would pay for a better airline experience. And age makes a difference. The younger generation is willing to pay more than the older generation.

AI in Customer Service by Matthew Finio and Amanda Downie

(IBM) Artificial intelligence (AI) in customer service refers to the use of technologies like AI and automation to streamline support, quickly assist customers and personalize interactions while minimizing the need for human involvement.

My Comment: About 12 years ago, I attended the IBM Watson conference in Las Vegas and was introduced to AI and its capabilities. The advances in just over ten years are nothing short of remarkable. While this article may be basic for some of our readers, if anyone can explain how AI works in customer service, it’s IBM.

How Creators Influence Every Stage of the Customer Journey by Davide Demarchi

(The Olympian) Influencers aren’t just fueling impulse buys, they’re shaping how people discover, evaluate, commit to, and stay loyal to brands, CreatorDB notes. Their influence is emotional, ongoing, and deeply integrated into digital behavior.

My Comment: This article falls under the category of influencer marketing. Done well, customers feel great about the products they buy. There’s plenty of detail about the modern customers’ buying process. If part of your CX strategy includes influencers, this is a must-read article.

3 Customer Service Trends to Follow for Better Brand Reputation by Joanna Clark-Simpson

(CX Network) Brand reputation is hard-earned, but make no mistake, businesses that rest on their laurels and fail to focus on customer service will see it fade faster than it took to build it up. Brand reputation management hinges on knowing customer expectations and taking action. Keeping a finger on the pulse of customer service trends in 2025 is crucial to serving your market’s needs and making sure your customer service is prepared to deliver them.

My Comment: How a company manages complaints, problems, and even simple questions or requests can make or break its reputation. This short article emphasizes three important areas: responding properly, using the customer’s preferred communication channel, and taking initiative (so you don’t waste your customer’s time).

The Loyalty Program Boomerang: When Rewards Drive Customers Away by Dennis Armbruster

(CMSWire) Think your loyalty perks build trust? Research shows they can actually accelerate churn when expectations aren’t met.

My Comment: A good customer loyalty program at a minimum, should drive repeat business, but it doesn’t always create loyalty. I’ve written numerous articles on customer loyalty, and the point is that most programs are more about discounts and perks. The author’s research finds that customers who join loyalty programs hold the company to higher standards, and churn can increase if their expectations aren’t met.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.