Where Trust Is Won (or Lost)
With internal and external factors raising the stakes, every interaction is an opportunity to build loyalty.
Dive in to deepen your understanding of the key factors driving trust in 2026.
Key Levers
What shapes credibility in customer interactions
How Important Are the Following in Trusting a Company?
Omnichannel
How integrated customer experiences impact trust
Do You Trust Companies More If They Offer a Consistent Omnichannel Experience?
AI Use
Consumer sentiment on AI and corporate responsibility
To What Extent Do You Agree You Trust Companies to
Use AI Responsibly in Ways That Benefit You?
Transparency
How customers feel about AI disclosure
How Important Is It That Companies Disclose When AI
Is Being Used in Your Interactions?
Your Smart Move
Consumers may disagree on a lot, but they align on what builds trust.
Assess your AI auditability and transparency, omnichannel gaps, and personalization opportunities to pinpoint where experience upgrades will drive retention and advocacy. Invest resources accordingly.
Removing Friction to Meet Modern Demands
In 2026, consumers expect interactions to be easy, but reality often falls short of expectations.
Explore key barriers and breakdowns that consumers say create frustration, uncertainty, and apprehension.
Repetition
How often customers repeat information between channels.
How Often Do You Find You Need to Repeat Information When
Switching Between Channels and Representatives?
Data
Impact of data privacy and transparency on attrition.
Have You Ever Stopped Doing Business with a Company
Due to Concerns About Data Privacy or Transparency?
AI
What customers are most apprehensive about regarding AI usage
What Are Your Main Concerns About the Use of AI in Customer
Communications and/or Digital Forms Processes?
Digital Drop-Off
How integrated customer experiences impact trust
What Usually Causes You to Contact Live Customer Service
Instead of Completing a Process Digitally?
Your Smart Move
Don’t fix everything at once; instead, fix what frustrates the most.
Identify the top concerns and friction points, then prioritize tech and process changes that reduce effort for your customers, improve visibility and understanding, and prevent churn.
Winning on Channel, Context & Choice
To ensure customer satisfaction, organizations must pay close attention to individual channel needs, understand context, and provide choices for how consumers engage with them. Peruse the data below for a snapshot of how customers prefer to interact with companies.
Self-Service
Preferences for digital self-service vs. phone support
How Likely Are You to Use Digital Self-Service Options for Completing Tasks,
such as Asking a Question, Filing a Complaint, or Making Account/Policy
Changes, Versus Calling Customer Service?
Preferences
Communication channel preferences among today’s customers
What Is Your Preferred Way to Receive Communications,
Including Those with PII?
Retrieval
Frequency of accessing older or historical documents
Have You Ever Needed to Access Documents or Statement That Were 12+ Months Old from a Company You Use?
Accessibility
Understanding the demand for accessible comms
In the Past 12 Months, Have You or Someone in Your Household Needed Accessible
Communications (e.g., large print, Braille, voice-enabled, or easy-to-read digital formats)?
Your Smart Move
Today’s customers want control over how and when they engage.
Look for new ways to capture key digital identifiers such as email addresses, mobile numbers, opt-in consent, channel preferences, and accessibility needs to deliver the real‑time digital experiences they expect.
Moving the Needle on CX
Every engagement contributes to the customer experience, helping build trust and loyalty or creating friction that pushes customers away. Explore the connection between customer engagement, CX, and business impact.
Communications
Impact of communication quality on overall experience
How Important Are Company Communications to Your Overall Experience?
Forms
How exceptional forms experience drives word of mouth & sales
If the Forms Data Collection Process Exceeded
Expectations, How Likely Would You Be To:
Digitization
Gauging sentiment on digital data collection vs. manual processes
How Important Is It to You That Companies Offer Digital Data Collection Processes
Instead of Manual Processes Involving Printing, Scanning, or Mailing?
Carryover
How consumers feel about eliminating CX gaps
When Interacting with a Company, How Important Is It That Your Information
and History Carry Over Seamlessly Between Channels (e.g., website, app, email)?
Your Smart Move
Connected, personalized, and seamless digital interactions define CX in 2026.
Use AI and other leading-edge capabilities to improve clarity and comprehension, tailor content based on known customer information, and ensure seamless experiences — all while staying within compliance guardrails.
