{"id":41864,"date":"2025-08-27T12:00:00","date_gmt":"2025-08-27T16:00:00","guid":{"rendered":"https:\/\/www.forsta.com\/resources\/news\/overcoming-the-cx-trust-deficit-brands-can-win-loyalty-through-responsible-data-use\/"},"modified":"2026-08-31T12:40:46","modified_gmt":"2026-08-31T16:40:46","slug":"overcoming-the-cx-trust-deficit-brands-can-win-loyalty-through-responsible-data-use","status":"publish","type":"news","link":"https:\/\/www.forsta.com\/resources\/news\/overcoming-the-cx-trust-deficit-brands-can-win-loyalty-through-responsible-data-use\/","title":{"rendered":"Overcoming the CX Trust Deficit: brands can win loyalty through responsible data use"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Global Press Ganey Forsta survey reveals most consumers are willing to share personal data for better experiences, but few trust brands to use it responsibly<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Press Ganey Forsta, the leading provider of experience measurement, data analytics, and insights that help companies better understand and serve their customers, employees, and stakeholders, today released <em><a href=\"https:\/\/www.forsta.com\/resources\/white-paper\/2025-state-of-cx-report\/?utm_source=newswire&amp;utm_medium=pr&amp;utm_content=pr\">The CX trust deficit: Loyalty at risk in the digital age<\/a>, <\/em>an extensive report analyzing survey feedback from&nbsp;consumers in the US and UK. The findings explore how trust, data use, and AI are shaping brand loyalty.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In an era of frequent cyber incidents, rapid AI adoption, and increasing scrutiny over how personal data is handled, trust has emerged as the deciding factor in customer loyalty. The report reveals that while most consumers are willing to share personal data for better experiences, few trust brands to use it responsibly, putting loyalty, revenue, and reputation at risk.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Key insights include:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Trust commands a premium<\/strong> \u2013 71% of US consumers and 66% of UK consumers say they would choose a brand they trust with their data even if it costs more.<\/li>\n\n\n\n<li><strong>Trust remains tenuous <\/strong>\u2013 69% of US and 64% of UK consumers are willing to share personal data for improved experiences, yet only 19% (US) and 17% (UK) trust brands to use it responsibly.&nbsp;<\/li>\n\n\n\n<li><strong>Personalization drives switching<\/strong> \u2013 Around 30% of consumers in both countries (30% in US and 28% in the UK) would consider switching brands for more personalized experiences, and nearly 1 in 5 in both markets already have.&nbsp;<\/li>\n\n\n\n<li><strong>Responsiveness drives loyalty<\/strong> \u2013 59% in both regions expect a brand to respond within 24 hours, and 67% expect follow-up after an interaction, but many brands fail to deliver.&nbsp;<\/li>\n\n\n\n<li><strong>AI acceptance comes with limits<\/strong> \u2013 Almost half of consumers (48% in the US and 45% in the UK) are open to AI-led customer experiences for faster service, but only 1 in 5 feel \u201cvery comfortable\u201d interacting with AI alone.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The findings underscore the importance of blending digital convenience with personalization, assurances, and relevance. Even in highly digitized sectors, many consumers actively seek human interaction, particularly when resolving complex or high-stakes issues.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cTrust has always been the foundation of exceptional customer experience, but in an era of rapid AI adoption and rising data scrutiny, it\u2019s also the clearest competitive advantage,\u201d said Luke Williams, Chief Customer Experience and Research Officer of Press Ganey Forsta. \u201cConsumers are being more deliberate about who they trust their data with and are rewarding brands that prove the value of that exchange. Speed and efficiency matter, but human-first, transparent experiences are what turn transactions into long-term loyalty.\u201d&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">To help brands close the trust gap, the report offers five key imperatives for building loyalty that lasts:&nbsp;&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Make data transparency a differentiator <\/strong>\u2013 Clearly explain how personal data and AI are used to improve experiences.&nbsp;<\/li>\n\n\n\n<li><strong>Fix the basics first<\/strong> \u2013 Deliver reliable, seamless experiences before investing in advanced features.&nbsp;<\/li>\n\n\n\n<li><strong>Personalize with purpose<\/strong> \u2013 Use data to deliver genuinely useful, relevant interactions.&nbsp;<\/li>\n\n\n\n<li><strong>Be consistent across touchpoints<\/strong> \u2013 Ensure the brand experience aligns across online, in-person, and mobile channels.&nbsp;<\/li>\n\n\n\n<li><strong>Be open about AI<\/strong> \u2013 Disclose when and how AI is involved, especially in sensitive contexts.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">For industry-specific insights and a roadmap to rebuild trust, download the full report at <a href=\"http:\/\/pressganey.com\/CXTrust2025\" target=\"_blank\" rel=\"noopener\">pressganey.com\/CXTrust2025<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-h-5-font-size\"><strong>About Press Ganey Forsta<\/strong>&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.pgforsta.com\/\" target=\"_blank\" rel=\"noopener\">Press Ganey Forsta<\/a> 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 \u2013 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\u00ae as a Leader in the Magic Quadrant\u2122 for Voice of the Customer (VoC) Platforms.&#8221;&nbsp;<\/p>\n","protected":false},"featured_media":26516,"parent":0,"template":"","meta":{"disable_featured_image":false},"news-location":[19],"class_list":["post-41864","news","type-news","status-publish","has-post-thumbnail","hentry","news-location-chicago"],"_links":{"self":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/news\/41864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/types\/news"}],"version-history":[{"count":1,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/news\/41864\/revisions"}],"predecessor-version":[{"id":43838,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/news\/41864\/revisions\/43838"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/media\/26516"}],"wp:attachment":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/media?parent=41864"}],"wp:term":[{"taxonomy":"news-location","embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/news-location?post=41864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}