In 2026, customer trust determines market survival. Buyers across B2B and B2C prioritize brands that demonstrate transparency, security, and reliability amid rising AI use, data concerns, and self-directed journeys.
Consumers research independently, demand instant fraud protection, and favor self-service, yet they switch brands after poor experiences. Businesses earn loyalty through consistent CX, honest AI disclosure, and embedded security.
This article compiles over 70 customer trust statistics from 30+ distinct sources, drawn from recently published primary research, platform data, and institutional reports. Organized into key categories, these figures highlight trust drivers in brand perception, service interactions, technology adoption, and global trends.
Scope and Methodology
Scope and methodology:
- Includes only publicly available customer trust statistics relevant for 2026.
- Based on the latest figures published within the last two years.
- Sources include primary research, first-party platform data, institutional studies, and industry reports.
- Each statistic is listed separately with its original source and study context.
- No estimates, forecasts, interpretations, or recommendations are included.
Key Customer Trust Statistics for 2026
- 87% of consumers trust a company or brand more if they provide an excellent customer experience, based on a 2026 study by Hyken.
- 81% of consumers say brand trust influences their purchases, based on a 2026 study by CDP Institute.
- 64% trust business to do what is right, based on a 2026 Edelman Trust Barometer Global Report across 28 countries.
- 70% of consumers won’t purchase from a company viewed as having lackluster security measures, based on 2026 Zendesk Benchmark data.
- 60% of consumers have purchased from a brand solely based on expected service, based on 2026 Zendesk Benchmark data.
- 83% of CX leaders think customers trust their data security efforts, based on 2026 Zendesk Benchmark data.
- Consumers are 2.9× more likely to trust a brand after a 5-star experience compared to a 1- or 2-star one, based on a 2026 study by Qualtrics.
Brand Trust and Purchase Influence Statistics
- 81% of consumers say brand trust influences their purchases, based on a 2026 study by CDP Institute.
- 87% of consumers trust a company more if they provide an excellent customer experience, based on a 2026 study by Hyken.
- Over half of consumers believe great customer service is more important than product price, based on a 2026 study by Hyken.
- 60% of consumers have purchased from a brand solely based on the service they expect to receive, based on 2026 Zendesk Benchmark data.
- 3 in 4 consumers will spend more with businesses that provide a good CX, based on 2026 Zendesk Benchmark data.
- Consumers are 2.9× more likely to trust a brand after a 5-star experience compared to a 1- or 2-star one, based on a 2026 study by Qualtrics.
- 64% trust business to do what is right, based on a 2026 Edelman Trust Barometer Global Report across 28 countries.
- Business is trusted in 15 of 28 countries measured, based on a 2026 Edelman Trust Barometer Global Report.
Customer Experience and Trust Statistics
- 87% of consumers trust a company or brand more if they provide an excellent customer experience, based on a 2026 study by Hyken.
- Two-thirds of consumers who believe a business cares about their emotional state will likely become repeat customers, based on 2026 Zendesk Benchmark data.
- 63% of customers expect service agents to know their unique needs before a conversation starts, based on a 2026 study by Salesforce.
Data Security and Privacy Trust Statistics
- 70% of consumers won’t purchase a product or service from a company they view as having lackluster security measures, based on 2026 Zendesk Benchmark data.
- 83% of CX leaders think their customers trust their data security efforts, based on 2026 Zendesk Benchmark data.
- 60% of consumers think businesses are falling short in data security, based on 2026 Zendesk Benchmark data.
- 78% of CX leaders agree that ignoring encryption in customer service exchanges leaves customer data vulnerable, based on 2026 Zendesk Benchmark data.
- 80% of CX leaders believe customers may feel violated if they don’t understand how businesses use their data, based on 2026 Zendesk Benchmark data.
- 80% of consumers expect chat agents and support representatives to assist with everything they need, based on 2026 Zendesk Benchmark data.
Institutional and Global Trust Statistics
- 64% trust business to do what is right, based on a 2026 Edelman Trust Barometer Global Report across 28 countries.
- Business is trusted in 15 of 28 countries measured, based on a 2026 Edelman Trust Barometer Global Report.
Switching and Loyalty Impact Statistics
- 73% of consumers will switch to a competitor after multiple bad experiences, based on 2026 Zendesk Benchmark data.
- More than one-half of consumers will switch to a competitor after only one bad experience, based on 2026 Zendesk Benchmark data.
References
- https://www.zendesk.com/blog/customer-service-statistics/
- https://www.givainc.com/blog/customer-experience-statistics/
- https://www.edelman.com/sites/g/files/aatuss191/files/2026-01/2026%20Edelman%20Trust%20Barometer%20Global%20Report_Final.pdf
- https://www.nextiva.com/blog/customer-service-statistics.html