数字时代的忠诚度危机

The CX Trust Deficit: LoyaltyAt Risk In The Digital Age The 2026 Asia-Pacific Consumer Trends Report by InMoment (a Press Ganey company)exposes the growing disconnect between brand promises and consumer expectations.While AI, data privacy and personalisation are becoming more important to customer 1.Executive summary: The trust era 2. Trust in CX: New consumerexpectations and brand 3. 5 Ways to build trust that lasts What it takes to earn trust now 5.Research methodology Executive summary: The trust era At InMoment, we believe trust goes beyond beingresponsible with data—it’s the foundation of HumanExperience (HX). HX is built on actively listening topeople and responding with empathy, clarity, and Brands are facing a trust crisis. Trust in customer experience is on the line—and sois loyalty. In an age of AI, cyberattacks, and risingconsumer expectations, brands can no longer affordto treat CX as a service function alone. It’s now acore trust-building mechanism. InMoment’s 2026 This report examines the importance and urgency ofHX in today’s changing market. It uncovers the wideninggap between brand promises and consumer expec-tations; and the financial and reputational risks forcompanies that fail to close it. We used insights frommore than 2,000 consumers in Asia-Pacific to explore The study finds that84% of Asia-Pacific consumers would choose a brand they trust with their data, evenif it means paying more. Trust has become a premiumfeature. This growing gap between willingness andtrust is redefining what CX must deliver—not just in Key findings for CX leaders The study reveals crucial insights into how trust, personalisation, and responsiveness will shape the moderncustomer experience in 2026. Below are highlights for enterprise CX teams in Asia-Pacific: AI usage must be communicated Trust remains fragile—yet critical •85% of consumers are still willing toshare personal data in exchange for betterexperiences.•Yet only 15% of consumers trust brands touse that data responsibly. •The majority of consumers say they’re morelikely to trust a brand that explains how AIand personal data are applied to improve theirexperience. Responsiveness is expected Personalisation drives action •92% of consumers expect a brand to respondwithin 24 hours. •52% of consumers would consider switchingbrands for a more personalised experience. •84% of consumers say they’d choose abrand they trust with their data—even if it’s Trust is a competitive advantage In an increasingly crowded marketplace, trust is nolonger assumed—it’s earned. Today’s consumers aremore selective than ever about which brands they letinto their lives and their data. Financial institutionslead the trust rankings:83%of consumers trust banks The cost of distrust is clear:84% of consumerssaythey would choose a company that protects their data,even if it costs more. Brands that neglect responsibledata practices aren’t just losing goodwill—they’re losing I would choose a service provider that I trust to use my data responsibly and protects my data over one that offers acheaper service which I don’t trust to use my data responsibly Human-first is how brands rebuildconnection in a digital world In the race to optimise for digital speed and AI-drivenefficiency, it’s easy to lose sight of what really drivescustomer relationships: human connection. Whileconsumers embrace the convenience of digital past three months, despite the rise of digital alternatives.And54% of consumersspecifically say they valuespeaking to a real person. These figures underscore a Customers don’t just want to be heard; they want to beunderstood. Brands that respond with empathy, adaptto individual needs, and follow through with meaningful Many consumers still actively seek “people-first”experiences. For example,45% of consumershave Consumers aren’t anti-personalisation, but they are against pointless data grabs. The most desired use ofpersonalisation isn’t flashy—it’s functional. The top-ranked personalised experience? Streamlined, efficientsupport, such as not having to repeat your issue to multiple support agents.It’s the #1 benefit for 26% of Loyalty is on the line Loyalty today is earned—and lost—faster than ever. Just one or two bad experiences will cause70% of consumersto walk away from a brand. And it’s not just the big failures. Minor annoyances, think long wait times or Brands that act visibly on feedback are more likely to keep their customers. A direct response(44%)andexperiencing brand product or service improvement(39%)and actually fixing the issue(37%)are what make AI can help, but only if it’s honest Generative AI is transforming CX, from customer support to strategic insight, but it comes with an importantmandate: clarity. Consumers want to know when AI is involved, especially in high-stakes situations.56% ofconsumerssay AI’s role should be disclosed in financial recommendations. Hidden use of AI creates risk:39% of 5 ways to build trust th