2025 State of CX report

The CX trust deficit: Loyalty at risk in the digital age

Customer trust is eroding, and loyalty is slipping through the cracks.

Today’s consumers face a digital world filled with promises, but too often brands fail to deliver. AI is reshaping service. Data privacy is under the microscope. Personalization is expected. And if these demands aren’t met with transparency and care, the result isn’t just a bad experience—it’s a lost customer.

It’s time to close the trust gap. Our 2025 State of CX report, titled: The CX trust deficit: Loyalty at risk in the digital age reveals why trust has become the currency of modern loyalty and how to earn it before competitors do.

This research draws on insights from 4,000 consumers across the U.S. and UK to uncover what builds confidence, what breaks it, and how leading brands are turning trust into a competitive advantage.

What’s inside?

• 71% of U.S. and 66% of UK consumers would choose a brand they trust with their data, even if it costs more.
• Only 19% of U.S. and 17% of UK consumers trust brands to use their personal data responsibly.
• 63% of U.S. and 62% of UK consumers will leave after just 1–2 bad experiences—minor issues can be as damaging as major failures.
• 59% of consumers expect a brand to respond within 24 hours, and 67% expect follow-up—yet few brands meet this standard.
• 48% of U.S. and 45% of UK consumers welcome AI-led CX for faster service, but only 1 in 5 are “very comfortable” with AI alone.
• 43% of U.S. consumers say they trust brands more when AI use is disclosed openly.

The CX trust deficit is more than a wake-up call, it’s a blueprint for change. You’ll discover how to move from vague promises to measurable trust-building actions, and from reactive service to proactive, human-first experiences.

Trust isn’t just earned once; it’s earned in every interaction.

Download the report and see what it takes to keep it.