You’ve likely heard the term “tariffs” in recent media coverage; consumers have been inundated with the phrase in the last few months. While many are still uncertain of their exact implications, one thing is certain: tariffs are impacting the economy at a global level.  

In today’s unpredictable and uncertain economic landscape, few forces are as disruptive—or as far-reaching—as tariffs. Whether it’s new import duties on materials, supply chain interruptions, or sudden price hikes, the ripple effects of tariffs are being felt across businesses and consumers alike. And while finance and operations teams scramble to control costs and adjust forecasts, the true differentiator for businesses navigating this volatility isn’t just strategic sourcing or pricing models. 

Success remains contingent on creating positive customer experiences at every single touchpoint, even amid tariff concerns. 

In this post, we’ll explore how tariffs are impacting customer experience and how businesses can come out ahead during times of uncertainty, ensuring fear isn’t transferred to the end consumer and positive experiences continue to reign supreme. 

The tariff effect: A new cost of doing business 

Tariffs hold the power to impact everything from pricing and product availability to delivery times and service quality. And in a market where consumers and businesses alike are more anxious, and cost-sensitive than ever before, every point of friction becomes a potential loyalty breaker.  

The companies that rise above this moment won’t be those that simply pass along higher prices—they’ll be the ones that deepen trust, demonstrate empathy, and deliver outstanding experiences even as conditions get more unpredictable and tougher. 

From automotive and electronics to insurance, retail, and construction, tariffs are leaving no industry behind. They’re forcing all companies to grapple with rising input costs, tighter margins, and fragile supply chains. 

Here are just a few examples of the cost of tariffs so far: 

• Insurance providers are facing higher repair and rebuild costs as tariffs drive up the price of auto parts and building materials, pushing premiums up by an estimated 6–10% by the end of 2025. 

• Retailers are contending with tariff changes at a scale unseen in decades, creating unpredictable costs for imported goods, consumer hesitation, and supply delays. 

• Manufacturers and logistics companies are being squeezed between rising operational expenses and increased delivery timelines. 

These pressures inevitably trickle down to the customer. Whether it’s higher premiums, delayed shipments, or unexpected fees, the result is a less seamless, more stressful experience. These negative experiences can add up and wreak havoc on a business’ reputation and customer retention. 

What’s at stake for CX across industries? 

As tariffs introduce friction across every touchpoint, customers are feeling the pinch and saving their hard-earned income: 

• Higher prices are straining household and business budgets. 

• Delays in delivery, repairs, or claims due to disrupted supply chains are increasing frustration. 

• Greater financial uncertainty is elevating stress, making customers more sensitive to any gaps in customer service or communication. 

• Smaller issues are snowballing and appearing greater than they may have seemed during times of lesser turmoil. 

And as customers grow more selective, their expectations do not shrink. In fact, they’re rising. They want reassurance, clarity, and ease. They want to know they’re being heard. And most importantly, they want to feel valued, even when times are tough. 

Customer experience teams must identify pitfalls quickly and alleviate concerns as they arise. Consistent sentiment monitoring is necessary to identify what customers need to feel comfortable working with your business during the turbulence tariffs have caused. 

The compounding effect: Why CX matters now more than ever 

In uncertain times, every customer interaction takes on greater meaning. What might have once been a minor inconvenience can now feel like a breach of trust. This means: 

• Operational missteps become reputational risks. 

• Poor communication becomes brand damage. 

• Slow response times becomes lost customers. 

• Lack of follow up becomes neglect. 

• Ignoring negative reviews becomes a missed opportunity. 

And yet, despite earnest effort and a desire to do right by customers, many businesses are overwhelmed. Customer service teams are dealing with increased volumes of inquiries and complaints. Supply chain and finance departments are firefighting. Marketing and CX leaders are navigating shifting sentiment. 

Without a coordinated, customer-centric strategy, organizations risk compounding the negative effects of tariffs—not just financially, but reputationally. Operating in silos will no longer suffice; a true team effort is required to tackle tariff disruption. 

10 ways to revamp CX during uncertainty 

Rather than viewing CX as an added cost, businesses must treat it as their strongest asset. Here’s how to create a CX-first response to tariff volatility: 

1. Communicate with clarity and transparency 

Customers understand that global economics are complex. What they don’t accept is silence. Be upfront about pricing changes, delays, or coverage shifts. Let customers know what’s changing and why—and more importantly, what you’re doing to manage the impact. Explain how you’re helping to shoulder the burden of tariffs rather than passing it along to your loyal customer base. 

2. Double down on empathy 

Empathy isn’t a buzzword—it’s a business strategy. Train front-line employees to listen deeply, respond authentically, and understand the pressure your customers are under. When customers feel seen and supported, they’re more likely to stay loyal, even when costs rise. 

3. Invest in technology that enables speed and personalization 

Tariff-related disruptions increase customer demand for faster, more personalized service. Leverage automation and AI tools to reduce wait times, streamline claims or purchase processes, and deliver tailored communications. By investing in CX technology, your business will have a clearer view of customer sentiment at every stage of the sales journey, from first search to post-sale. 

4. Support customers through flexibility 

Offer payment plans, loyalty incentives, or temporary discounts. Whether you’re in financial services or retail, helping customers manage increased costs shows them you’re on their side—and builds goodwill that outlasts the disruption. 

5. Elevate the employee experience 

Your CX is only as good as your employee experience. Equip your staff with tools, training, and feedback systems to help them serve customers effectively. Empowered employees are more agile, more resilient, and more likely to deliver the kind of service that retains customers in tough times. 

6. Keep a pulse of customer sentiment 

Use Voice of Customer tools, omnichannel surveys, and real-time feedback mechanisms to understand how customer expectations are evolving. Then act on those insights. Continuously. 

7. Enhance customer service 

Invest in well-trained staff who can address inquiries, resolve issues promptly, and offer personalized recommendations. Responsive, helpful service becomes part of your brand identity and remains in customers’ minds when they decide where to shop. 

8. Employ targeted promotions and loyalty programs 

Develop marketing campaigns and promotions specifically designed to attract and retain customers—independent of tariff impacts. Thoughtfully structured loyalty programs don’t have to be costly; even small, personalized interactions can make a big difference.  

Rewarding loyal customers with exclusive offers, early access to products, or special events helps build long-term relationships and reinforce your value beyond just price. 

9. Protect and strengthen brand perception 

Preserving brand perception and customer trust is essential during periods of change. As pricing or operational adjustments take place, be intentional in checking in with your loyal customer base.  

Tools like brand trackers, benchmarking, and other ad hoc research can help gauge how customers are feeling. When times are volatile, and emotions are high, proactive communication and listening go a long way in reinforcing your brand’s integrity. 

10. Elevate quality assurance practices 

Maintain rigorous quality checks and source from reliable suppliers. These two precautions can help ensure products consistently meet or exceed customer expectations. 

Where do we go from here? 

Tariffs are likely to remain a fixture of global trade policy for the foreseeable future. While companies can’t control the economic landscape, they can control how they show up for customers. 

At Forsta, we help organizations listen, understand, and act on what matters most to their customers, especially in times of disruption. Our solutions like AI Summarize accelerate feedback analysis across channels. Text Analytics uncovers themes in customer sentiment you might otherwise miss. And Customer Journey Mapping helps you identify moments of friction and opportunity across the entire CX. 

Because when uncertainty arises, customer understanding becomes your competitive edge. 

Ready to transform disruption into differentiation? Let’s talk about how Forsta can help you build stronger, more resilient customer relationships, no matter what comes next.