The research, published in the report The CX trust deficit: Loyalty at risk in the digital age, found that 66% of consumers in the UK and 71% in the US would choose more expensive brands that were trustworthy with their data.

In addition, the report, which is based on analysis of survey feedback from UK and US consumers, said that 69% of US consumers and 64% of UK consumers would share personal data for improved experiences, but only 19% in the US and 17% in the UK would trust brands to use the data responsibly.

Around 30% of consumers in both countries would consider switching brands for more personalised experiences, with almost one in five in both markets already having done so. 

Six in 10 consumers in both countries expect brand responses within 24 hours, and 67% said they expected follow-ups after an interaction.

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 one in five said they felt “very comfortable” interacting with AI alone. 

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. Speed and efficiency matter, but human-first, transparent experiences are what turn transactions into long-term loyalty.”