August 27, 2025
Consumers Will Pay More for Brands They Trust, New CX Study Shows
According to a new Press Ganey Forsta survey, customer trust is the new currency of loyalty. Based on feedback from consumers in the US and UK, the report examines how brand trust, data use, and AI adoption are influencing customer loyalty at a time when digital experiences are rapidly evolving.
The findings point to a critical paradox for brands: while customers are increasingly willing to share personal information in exchange for improved experiences, very few believe companies will handle their data responsibly. This lack of confidence puts loyalty and long-term revenue at risk, particularly as cyber incidents, regulatory scrutiny, and AI-driven interactions become more prominent.
“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,” said Luke Williams Chief Customer Experience and Research Officer of Press Ganey Forsta. “Consumers 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.”
Trust Is a Premium Differentiator
More than seven in ten consumers in the US and two-thirds in the UK said they would rather buy from a brand they trust with their data, even if it means paying more. At the same time, nearly 70% of consumers across both markets say they are open to sharing their data for better personalisation, but only a fraction, less than one in five, actually trust companies to use that information responsibly.
The report also highlights how personalisation, responsiveness, and transparency directly affect customer behaviour. Roughly one-third of consumers in the US and UK would consider switching brands for a more tailored experience, and nearly one in five have already done so.
Speed and follow-up matter as well, as the majority of consumers expect responses within 24 hours and proactive follow-up after an interaction, yet many brands continue to fall short of these expectations.
AI – Yes or No?
Artificial intelligence is another area where consumers have different opinions. Nearly half of the respondents expressed openness to an AI-enabled service for faster resolution, but enthusiasm remains cautious. Only about 20% feel very comfortable relying solely on AI to handle their customer interactions, reinforcing the importance of maintaining a balance between automation and human engagement, particularly in sensitive or complex scenarios.
The study makes clear that digital convenience alone is not enough to sustain loyalty. Customers expect personalisation, transparency, and consistency across all touchpoints, online, in-person, and mobile. They also want to know when and how companies use AI in their experiences, with honesty and clarity serving as the foundation for trust.
To help companies close the growing trust gap, the report outlines five imperatives: be transparent about how data and AI are used, deliver reliable and seamless basics before layering on advanced features, personalise with genuine relevance, maintain consistency across every interaction channel, and communicate openly about the role of AI.
