Top 5 Customer Service & CX Articles for Week of June 8, 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.

Companies Are Using AI for Efficiency. They Should Use It to Grow. by Shlomo Benartzi, Randall Long and Stefano Puntoni

(Harvard Business Review) Many companies are making a costly mistake with AI: They’re using it for efficiency gains while overlooking the far greater value of using it to boost growth. Real-world marketing experiments show how AI can materially raise growth rates and, in turn, multiply company value.

My Comment: We kick off this week’s Top Five Roundup with an HBR article that points out how two different ways of using AI for customer service have very different results. Using AI for efficiency is a nice-to-have. It may save you some dollars for you and time for your customers, but the big opportunity is using AI to create an experience that is more than just efficient, but gets customers to come back. If AI to enhance CX is truly making your business grow, then you’re using AI for all the correct reasons.

The Cautious Consumer May Be Retail’s Most Valuable Customer by PYMNTS

(PYMNTS) Consumers living paycheck to paycheck comfortably remain employed, financially engaged and active participants in the economy. Their sentiment levels place them squarely within the range where purchases, subscriptions and discretionary spending remain realistic possibilities. What separates them from more affluent households is not necessarily confidence, but the amount of financial room available when unexpected expenses arise.

My Comment: There’s a new type of customer we need to think about: the “Cautious Consumer.” These are customers who plan to buy, but are very careful about the decision to do so. With the economy in flux, and gas and food prices higher, consumers are very sensitive to what’s in their wallets and bank accounts. And please note that even though this article focuses on consumers and retail, the concept applies to any “cautious customer” in any industry.

Loyalty Programmes: Why ‘Earn and Burn’ No Longer Cuts It by Andrew Busby

(Andrew Busby) I’ve long been curious about loyalty programmes, how they’re evolving and who they benefit most; the merchant or the customer?

My Comment: I’ve written quite a bit about loyalty programs. I love them, but we must understand that the typical “loyalty program” is about earning points or perks when customers spend money with us. That drives repeat business, but not necessarily true loyalty. Andrew Busby, the author, refers to these types of programs as “maxing,” as in “maxing (maximizing) the opportunity to save, collect points, and receive personalized offers.” The article shares some of the most innovative loyalty programs in different industries.

Is Gated Content Dead? by Amanda Rodriguez

(GBG) Gated content isn’t gone, but it has changed significantly, and the marketers who understand why are positioning themselves well ahead of those still relying on the old playbook. Let’s walk through it.

My Comment: “Gated Content” is the term used to describe having to share your contact details (name, email address, phone number, and sometimes more) on a contact form on a company website before you get access to their information. For example, I used to ask people who wanted my annual customer service and CX research to provide their email address before granting them access to the full report. Two years ago, I stopped asking for the details and offered the report with no strings attached. The result was a dramatic increase in downloads of the PDF. This article gives an even more powerful reason not to gate the report. New Google and AI search bots crawl your website. If they can’t get through the “gate” to your content, you’re missing an incredible SEO opportunity. Still, I believe that gating content requires customers to take extra steps to get what you’re offering them for free. That’s called friction, and customers hate friction!

Shep Hyken: AI First, Human Second by Henrik Roth

(HappySupport) AI first, human second. The companies that read “AI first” and skipped the second half cut humans, then quietly rehired. The companies that built AI to support the agent, not replace them, kept their customer loyalty and freed their best people for the conversations that build relationships.

My Comment: I’m including this podcast summary of an interview that Henrik Roth, Cofounder of HappySupport, did for his podcast and blog. He asked me excellent questions, and the way he summarized my answers in his blog is worth reading. And while you’re there, click on the podcast and listen to the entire interview.

BONUS

Change Happens When People Do. by Centrical

(Centrical) AI can summarize a call, suggest a response, and even respond on your behalf. But a cancellation that turns into a renewal, a frustrated caller who ended the call laughing, a complaint that turned into a five-star review. Those still happen because a person did something. Centrical is built around that truth.

My Comment: My friends at Centrical just released this VERY funny video about AI and people/humans working together. The scene is a family celebration their father’s birthday. It’s 89 seconds long, and I bet you smile, if you don’t actually laugh out loud.

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.