Top 5 Customer Service & CX Articles for Week of January 26, 2026

Every week, I read dozens of articles on customer service and customer experience from a wide range of sources. Below are my top five picks from last week, along with my takeaways. I’d love to hear your thoughts as well.

Turning disruptions into decisions: American Airlines empowers customers with new app enhancements by American Airlines

(American Airlines) American Airlines is making new enhancements to its mobile app to give customers more autonomy when travel doesn’t go as planned, making the disruptions easier to navigate. Customers now get real-time solutions, all in one place and at their fingertips.

My Comment: We’ll kick off this week’s Top Five roundup with an article about American Airlines. Air travel is not always easy. As I write this, I’m looking at potential flight delays due to weather. That’s where AA comes in with their goal of making travel as smooth as possible, even when things don’t go according to plan. Their new app is a perfect example of how technology can eliminate friction. The app helps prevent customers from experiencing long phone hold times or long lines at the airport.

Amazon Now’s 30-Minute Pledge Raises the Bar for Customer Service by Rhys Fisher

(CX Today) For CX leaders, the question is not whether Amazon can move parcels more quickly around South-East London; it is what happens when tens of thousands of customers quietly reset their mental definition of “fast enough.”

My Comment: Amazon is once again setting the bar for fast delivery. This time it’s just 30 minutes! I’ve often written about the “Amazonation” of customer experience. Customers love convenience, and Amazon may be the most convenient company on the planet.

Economic Outlook 2026: Stories Create Loyalty In Tough Economies by Neil Sandin

(Saratoga) The challenge for brands and market researchers that work for them is not to focus too much on one single factor: price.

My Comment: In uncertain economic times, many brands lower prices. This article explains how that reaction can backfire, and why compelling brand stories and creating “emotional exclusivity” create stronger loyalty than discounts. And I love the Rolls-Royce example.

CX in action: Using data and analytics to boost customer retention in challenging markets by Foundever

(Foundever) What separates companies that thrive during economic turbulence from those that merely survive? It’s not aggressive sales tactics or deeper discounts. It’s the ability to show customers they’re truly understood and valued — even when difficult decisions like price increases become unavoidable

My Comment: This is an excellent follow-up to the third article in this week’s Top Five roundup. Some companies seem to weather tough economic times better than others. It’s not about lowering prices. Even in difficult times, companies are sometimes forced to raise prices. The answer is personalization, proving to customers you know and appreciate them. Using customer data the right way can create a personalized experience that makes price less relevant.

Would you pay extra to talk to a human when travel plans go wrong? by Christopher Elliott

(USA Today) The problem with artificial intelligence is simple: When travelers need it most, it is least helpful.

My Comment: We’ll wrap up this week’s Top Five with another article about airlines. Christopher Elliott is one of the most prolific writers in the travel industry. This article is about airlines charging for speaking with a live agent. Of course, if you are a member of their loyalty program and/or have status with the airline, there may not be a charge. Still, it’s an interesting concept. Will passengers love it or hate it?

BONUS

7 predictions on how businesses will tackle complexity in 2026 by Dan Tynan

(Freshworks) Look for organizational gains, automation for the ‘messy middle layers of work,’ more AI agents, and ‘strategic simplicity.’

My Comment: Here’s a bonus from our friends at Freshworks. They interviewed seven CX experts (myself included) about how AI is helping to decomplicate customer service and experience.

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.