In a digital world full of choices, customers don’t just look for speed or convenience anymore.
They look for something deeper — trust.
In this episode of the Etech Leadership & CX Podcast, Jim Iyoob sits down with Andrew Kovalyov, Service Delivery Director at Contio, to explore how trust and safety are redefining customer experience in 2026.
From AI-driven moderation to smarter product design, this conversation highlights what it really takes to build customer confidence in today’s digital environments.
About the Episode
What defines a great customer experience today?
Is it speed? Convenience? Seamless design?
According to Andrew, the answer is evolving.
Customer experience is no longer just about being fast — it’s about helping users feel safe, informed, and in control. In this conversation, Andrew shares how organizations can rethink trust and safety as a core part of CX not just a support function. He explains why the idea of “frictionless” experiences is changing, how AI is transforming safety operations, and why transparency plays a critical role in building long-term loyalty. Through real-world examples, Andrew breaks down how companies can design experiences that not only work well but also feel trustworthy.
This Episode Answers the Following Questions and More
- How has the definition of customer experience evolved in 2026?
- What is “positive friction,” and why does it matter for customer trust?
- How does AI support trust and safety operations at scale?
- Where is human judgment still critical in an AI-driven world?
- How can organizations design safer, more trustworthy digital experiences?
Top Takeaways
- Trust Drives Customer Loyalty: Customers are more likely to stay and spend where they feel safe. Trust is no longer optional — it’s a competitive advantage.
- Friction Can Build Confidence: Small pauses, when explained clearly, can increase confidence and show users that their safety matters.
- AI and Humans Work Together: AI helps manage scale, but human judgment is critical for context, nuance, and accountability.
- Safety Must Be Built In: The most effective organizations design for safety early — not after problems arise.
- Alignment Creates Better Outcomes: When product, CX, and safety teams share goals, experiences become both seamless and secure.
Quotes from the Episode
- “In 2026, a great interface means very little if users don’t feel safe.”
- “Safety is no longer a cost center — it’s what drives long-term loyalty.”
- “AI won’t replace humans. It will amplify what humans can do.”
- “If you haven’t asked how a feature can be misused, you haven’t finished designing it.”
- “Safety is the foundation. Trust is the result. And experience is what brings it all together.”
Meet the Leaders
Andrew Kovalyov – Service Delivery Director, CONTIO Tech
Jim Iyoob – Chief Revenue Officer, Etech Global Services | President, ETSLabs
Watch Now: Why Trust Is the New CX Differentiator
Discover how leading organizations are building customer loyalty by prioritizing trust, safety, and transparency.
Gain practical insights on designing experiences that don’t just perform but earn customer confidence.
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