2026 ACA Study · Behind the Data
How We Conduct the Achieving Customer Amazement (ACA) Study
Every year, I share research on what customers really think about customer service and the customer experience. My goal is simply to give leaders practical insights they can use to create better experiences. Just as important as the findings is knowing where the data comes from.
That’s why we partner with an independent research firm to ensure the results accurately reflect today’s consumers. This isn’t an online poll or a collection of opinions from a handful of customers. It’s a professionally conducted study designed to provide reliable insights you can confidently use in your business.
Overview
The Process
Every year, we follow the same disciplined process so we can confidently track changes in customer expectations and behavior over time.
Rather than asking hypothetical questions, we ask people about actual experiences they’ve had with companies during the past year. That gives us insights based on real interactions, not assumptions.
The survey is conducted and managed by an independent third-party research firm. Their role is to ensure the process remains objective and unbiased from beginning to end.
Before the results are finalized, responses are carefully reviewed. Incomplete surveys, inconsistent answers, and low-quality responses are removed so the final data represents thoughtful, reliable feedback from real consumers.
“Good decisions start with good data. That’s why every year we invest in research that gives leaders a clear picture of what customers expect today and what they’ll expect tomorrow.” Shep Hyken
Want the full report? Download the complete 2026 Achieving Customer Amazement (ACA) Study. It’s free and no registration is required.
Fair Use Policy
I love seeing this research shared with business leaders, journalists, speakers, consultants, and educators. If you reference the findings, I simply ask that you credit the study appropriately.
Please reference the study as 2026 Shep Hyken Achieving Customer Amazement (ACA) Study or 2026 Achieving Customer Amazement Research Report by Shep Hyken
If you’re writing an article, blog post, or other online content, please include a link back to the research page or the specific page where you found the statistic. That helps readers explore the full study and understand the context behind the data.
You’re welcome to use charts and graphics from the official report in presentations, articles, blogs, and educational materials. Please leave all logos, copyright information, and attribution intact.
Commercial Use: Editorial, educational, and media use doesn’t require additional permission. If you’d like to incorporate the research into a commercial product, paid course, or training program, please contact our team first so we can discuss the appropriate licensing.
This page covers just one part of the research. The full study includes findings on trust, AI, loyalty, generational differences, and the top brands customers trust most, all backed by a survey of 2,226 U.S. adults.
The Shepard Letter is Shep Hyken’s weekly newsletter that includes customer service and CX insights, strategies, trends, and his cartoon that will (almost always) make you smile. Delivered straight to your inbox every Wednesday, Shep’s ideas will help you stay ahead of the customer service and CX curve with expert advice on how to create an amazing customer experience!
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