Why Customer Experience is the Top Priority for B2C CMOs in 2026

Redefining Priorities: Customer Experience Takes Center Stage in 2026

A transformative shift is underway in the marketing landscape as a recent Forrester survey reveals that B2C Chief Marketing Officers (CMOs) are placing customer experience (CX) at the top of their agendas for 2026. This new focus contrasts sharply with the previous year, where CX wasn’t even in the top five priorities identified by CMOs. Mike Proulx, Forrester's VP and Research Director, attributes this recalibration to economic uncertainties that demand CMOs to prioritize initiatives that yield measurable results—enhancing customer experience being paramount among them.

Proulx emphasizes the connection between improved CX and key business outcomes, including customer retention and revenue growth, which he describes as “halo effects.” As marketing professionals sift through a myriad of initiatives, they understand that focusing on CX is not just good practice, but essential for sustainability in a fluctuating economic climate.

Generative AI: The Second Focus While Maintaining Humanity

Beyond the drive to improve customer interactions, generative AI remains a hot topic among CMOs. The Forrester survey indicates it holds the second-highest priority after CX. However, Proulx warns that marketers must not lose touch with the human element of their work amidst the flurry of AI advancements. The backlash against AI-generated creative assets in video content serves as a cautionary tale for marketers. Rather than completely automate creative processes, CMOs are encouraged to harness AI as a tool to enhance efficiency while preserving the human touch that consumers value.

The New Role of Customer Loyalty in 2026

As CMOs brace for economic volatility, enhancing customer loyalty emerges as a vital strategy. The findings from Forrester's consumer survey suggest that a minority of shoppers are willing to pay premium prices for brands they love, highlighting the need for businesses to foster loyalty through stellar CX. Proulx underscores, “Ultimately, a better customer experience creates customer loyalty.” In an environment where consumers are increasingly price-sensitive, brands must craft experiences that not only engage but also retain their customers.

A Shift From Influencer Marketing to Core Competencies

Interestingly, while influencer marketing was essential to previous campaigns, its significance is waning. The recent survey sees it drop from the second-highest priority to the 16th place. The expectation now is for CMOs to direct their focus towards foundational marketing competencies that ensure long-term success. This strategic pivot reflects a broader shift in understanding what drives consumer engagement and satisfaction.

What This Means for Business Leaders Today

For business owners, especially those navigating the complexities of scaling operations in the $2M to $10M revenue bracket, understanding these trends is critical. A proactive stance toward enhancing customer experience, embracing generative AI responsibly, and fostering customer loyalty distinguishes leading brands from their competitors. These insights can directly inform and shape your marketing strategies, ensuring alignment with evolving consumer expectations and behaviors.

As we move closer to 2026, it is crucial for leaders to consider how they invest in customer experience initiatives, leverage technology empathetically, and build loyal customer bases. The ask now is not only to innovate but also to do so with intention—fostering an environment that values customer relationships just as much as brand profitability.

Embrace These Insights for Impactful Marketing Strategies

Actively adapting your strategies in line with these findings could yield significant advantages in customer acquisition and retention. Align your marketing initiatives with these priorities, and watch them reflect your commitment to creating value for your customers. As you do this, consider implementing robust metrics to measure effectiveness—after all, actions speak louder than strategies.