Press Ganey Forsta, the global leader in experience measurement and insights, has released a new report, The CX trust deficit: Loyalty at risk in the digital age. Based on survey responses from consumers in the US and UK, the report examines how trust, data use, and AI adoption are influencing brand loyalty in today’s digital-first marketplace.
In an era marked by frequent cyber incidents and heightened scrutiny of data practices, trust has emerged as the deciding factor in whether customers stay loyal or switch. While many consumers are open to sharing personal information for better experiences, few trust brands to use that data responsibly, leaving revenue and reputation on the line.
71% of US and 66% of UK consumers would pay more to brands they trust with data.
Only 19% (US) and 17% (UK) trust brands to use personal data responsibly.
~30% of consumers would switch brands for more personalized experiences.
59% expect responses within 24 hours; 67% expect follow-up after interaction.
Nearly half are open to AI-led service, but only 20% feel “very comfortable.”
Human-first, transparent experiences remain critical to lasting loyalty.
Findings highlight that consumers now place a premium on trust. Despite a majority being willing to share data for improved experiences, very few believe brands will use it ethically. This trust deficit is influencing spending behavior, loyalty decisions, and even customer expectations for personalization and responsiveness.
Luke Williams, Chief Customer Experience and Research Officer at Press Ganey Forsta, said: “Trust has always been the foundation of exceptional customer experience, but in an era of rapid AI adoption and rising data scrutiny, it’s also the clearest competitive advantage. Consumers are being more deliberate about who they trust their data with and are rewarding brands that prove the value of that exchange.”
The report shows that nearly half of consumers in both the US and UK are open to AI-powered customer experiences, particularly when it speeds service. However, only one in five feel “very comfortable” interacting with AI alone, underscoring the importance of combining digital convenience with human interaction—especially for high-stakes or complex issues.
The CX trust deficit report offers practical recommendations for brands seeking to rebuild and maintain loyalty:
Make data transparency a differentiator – Explain how data and AI are used.
Fix the basics first – Ensure reliability before adding advanced features.
Personalize with purpose – Deliver relevant, genuinely helpful interactions.
Be consistent across touchpoints – Align digital, in-person, and mobile.
Be open about AI – Disclose when and how AI is used, especially in sensitive areas.
Industry-specific insights and the full roadmap to rebuild trust are available in the complete report at pressganey.com/CXTrust2025.
Press Ganey Forsta is a leading global provider of experience technology, data analytics, and insights that help companies better understand and serve their customers, employees, and stakeholders. Press Ganey Forsta powers the Human Experience (HX) Platform – a comprehensive experience and research technology platform that brings together CX (Customer Experience), Employee Experience (EX), Patient Experience (PX) and Market Research. It serves more than 43,000 clients globally across healthcare, financial services, hospitality, market research, professional services, retail, and technology. Press Ganey Forsta is recognized by Gartner® as a Leader in the Magic Quadrant™ for Voice of the Customer (VoC) Platforms.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.