Trust has emerged as the foundation of exceptional customer experiences (CX). Transparency and empathy are vital for cultivating meaningful relationships between brands and customers. As consumers become increasingly discerning, businesses must prioritize clear communication, honesty, and human connection to earn and maintain trust.
Here’s what that looks like in 2025 and beyond.
Enhancing transparency and empathy in customer interactions
Customers are demanding greater transparency from the brands they engage with. According to Zendesk, 63% of consumers are concerned about potential bias and discrimination in AI, highlighting the importance of open, honest communication about how technologies are being used.
The stakes are high: PwC’s research indicates that once trust is broken, it’s increasingly difficult to regain. In 2024, only 38% of consumers were willing to forgive a company after a mistake—even if the company took the necessary steps to make it right. This means businesses must go above and beyond to demonstrate empathy and accountability in every customer interaction.
By offering detailed explanations of products and services, addressing concerns proactively, and prioritizing empathetic communication, companies can build stronger customer loyalty and trust.
Trust-building initiatives in financial services
The financial services industry has long understood the importance of trust. In 2023, Forrester’s Customer Trust Index revealed that advisor-led firms outperformed self-directed investment firms, showcasing the critical role that personal connections and transparency play in earning customer confidence.
Leading financial institutions are taking proactive steps to enhance transparency:
- Providing detailed insights into financial products and services to educate and empower customers.
- Using predictive AI to offer tailored advice and anticipate customer needs, fostering trust through personalization.
- Ensuring human advisors remain central to the customer journey, offering a balance of digital convenience and personal empathy.
The surge of Guided CX usage
At Glance, we’ve observed a remarkable 175% increase in Guided CX sessions from 2020 to 2024. This surge reflects a growing recognition of the value of human-to-human interaction in digital environments. Guided CX enables businesses to deliver personalized support, resolve issues quickly, and build stronger customer relationships—all essential for fostering trust.
Driving Revenue and Long-Term Customer Relationships
Trust is not just a soft metric; it’s a critical driver of revenue and customer loyalty. According to Edelman, 7 out of 10 consumers now prioritize trust over other factors like price or convenience when choosing brands. This shift underscores the need for companies to make trust-building a core component of their CX strategies.
Trusted brands enjoy several tangible benefits:
- Increased Customer Retention: Trust encourages customers to stay loyal, reducing churn.
- Higher Customer Lifetime Value: Satisfied customers are more likely to make repeat purchases and invest in long-term relationships with the brand.
- Resilience During Crises: Trusted brands are better equipped to navigate mistakes or crises, as customers are more forgiving when trust has been established.
- Positive Word-of-Mouth: Loyal customers are more likely to recommend trusted brands, amplifying revenue potential.
- ne for reducing churn, increasing retention, and boosting customer lifetime value.
2025 trends to help guide your CX strategies
Trust and transparency are redefining CX in 2025. Download our free ebook to explore actionable strategies and real-world examples of how businesses are leveraging these principles to build stronger customer relationships and drive growth.
Download eBook: 2025 CX trends: AI and human empathy in the hybrid era
