The trouble with Customer Service Week 2026’s them
The colors are sharp. It’s easy to read. There’s a familiar shape that reflects the core message. But that’s the extent of good things I have to say about this year’s Customer Service Week logo and theme.
Designed to resemble a classic road sign, the logo features red, white and blue sections bisected by a broken yellow strip around the words “The Extra Mile.”
Just in case you don’t get it, here’s the rationale: “It’s an important reminder of the value of going a little bit further for every customer,” the web site explains.
It’s possible this logo has already appeared within countless contact centers and offices as well as e-mails and social media posts.
Maybe some people love it.
Unfortunately, I can only see missed opportunities.
It’s so extra (in a bad way)
First, great customer service is not about going the extra mile. It’s doing whatever it takes to help customers resolve their issues.
Celebrating the idea of “the extra mile” implies that customer service employees should constantly seek to transcend their job description, which is neither fair or practical.
Of course, there are many customer service people who do something extra occasionally, but those actions are usually not scalable across an entire organization.
I’d actually suggest most customers would probably be satisfied if customer service simply reached the general vicinity of being responsive, friendly and effective in solving problems. Instead, they’re often stuck waiting, have to repeat themselves and sometimes walk away without clear answers to basic questions.
The AI-powered elephant in the room
The idea of “The Extra Mile” also does nothing to address the single biggest concern that is facing customer service professionals: whether they will be largely automated out of existence.
With that in mind, “Taking It Personally” might have been a compelling alternative to “The Extra Mile” by emphasising the human touch employees bring to service experiences. “Irreplaceably Human” might have been even better.
As is often the case, CX Day took place smack in the middle of Customer Service Week, but there is still no effort to connect these two celebrations. This would have been an opportune moment to remind the world that customer service is the part of an experience that most people remember best.
I hope none of what I’m saying takes away from the spirit of this week’s festivities, which are a great way to recognize the work and dedication that many customer service professionals demonstrate year-round.
We just have to make sure “The Extra Mile” doesn’t do them a disservice. It’s not about constantly bending over backwards to please customers. It’s standing tall in the face of uncertainty over AI and continuing to do what you do best.
