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Today’s customer experience (CX) value gap is real and Forsta’s research across healthcare, retail, financial services, hospitality and beyond shows it’s more evident than ever. Closing that gap requires more than fixing isolated interactions; it demands a brand-wide commitment to delivering on promises. That’s why Forsta has expanded its experience management capabilities — connecting customer, employee and patient perspectives through its Human Experience (HX) framework to create a unified view of how the organization is truly experienced.
Yet even with surveys, satisfaction metrics and feedback platforms, many organizations still struggle. Despite earnest efforts, a stubborn gap continues to persist and the reason why usually comes down to the following: organizations listen but fail to act with the speed and clarity customers expect.
The consequences are immediate and widespread. In fact, Forsta’s 2025 State of CX Report shows that 63% of consumers will walk away after just one or two bad experiences with a business.
And it’s not only major disruptions or system failures that cause concern — small, repeated frustrations like long wait times or disconnected systems chip away at trust faster than most leaders realize. True CX maturity isn’t about vision or metrics alone; it’s about creating value by equipping employees to act on what customers need, when they need it.
This article will delve into how organizations can move from measuring satisfaction to building trust, the true driver of loyalty in today’s experience economy.
Human Experience: The Forsta Approach
The organizations closing the value gap are operationalizing Human Experience (HX): Forsta’s model for connecting data across customers, employees and operations into one view — and then acting quickly on what it shows.
Within that model, Brand Experience (BX) plays a critical role as the covenant made with customers: the promises about who you are and what you stand for. Customer Experience (CX) becomes the reconciliation point: how well the lived experience matches those promises. And Employee Experience (EX) is the mechanism that determines whether those promises are delivered consistently.
Together, HX connects all three, helping leaders see when expectations and delivery are aligned, and where trust is at risk.
With HX, leaders can:
- Streamline processes to reduce cost-to-serve.
- Personalize at scale without sacrificing privacy.
- Act on insights in real time, not months later.
- Respond with the empathy and understanding consumers crave.
- Captures the story behind the score.
- Eliminate data silos to unify teams, channels, and insights to fuel faster, smarter decisions.
By turning listening into immediate action, HX transforms dissatisfied customers into loyal advocates.
Virgin Money: Turning Feedback into Visible Change
Virgin Money, a Forsta client, is a prime example of how action leads to loyalty. It analyzed 3.3 million pieces of customer feedback with AI-powered Voice of Customer tools. The results weren’t just dashboards, they were visible changes which included improved mobile app functionality, simplified branch services, and frontline coaching. These changes led to an increase in NPS from +51 to +64, and, more importantly, profits by 33%. These visible changes didn’t just improve transactions, they strengthened Virgin Money’s overall CX, building trust that customers could feel across every channel.
The lesson for CX leaders is evident. Customers want to see that their voices matter, and action can lead to tangible revenue gains.
Trust is the New Loyalty Currency
Forsta’s research uncovered a paradox: 69% of US consumers are still willing to share personal data for better experiences, but only 19% trust brands to use it responsibly.
This trust deficit is reshaping loyalty and determining how and where customers spend their money. 71% of US consumers say they would choose a brand they trust with their data, even if it costs more.
For CX leaders, this statistic highlights consumer trust isn’t just about compliance; it’s a competitive differentiator that leads to lasting loyalty. Customers will share information if they see real value in return, through personalization, efficiency, promotions and service. Without visible follow-through, frustration begins to build.
Forsta’s Human Experience (HX) framework brings together every dimension of experience — customer, brand, employee and market research — to help leaders see whether their organization is truly delivering on the promises that build trust across the entire journey.
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Responsiveness Defines the Modern Baseline
Speed matters. 59% of consumers expect a brand to respond within 24 hours, and 67% expect follow-up after an interaction. Waiting a week to acknowledge feedback is no longer an option. Every hour of delay erodes confidence.
For CX leaders, the challenge is no longer whether to act, but how to build systems that allow for swift, human-centered responses across every channel. Irrespective of how and when consumers reach out, whether through social media or chatbot, they expect a response that delivers empathy and a path towards resolution.
The Future Belongs to CX Leaders Who Act Fast
CX leaders today face a defining choice: treat feedback as another data point, or recognize it as part of a broader set of customer signals that can drive real transformation. Surveys and reviews still matter, but they’re only half the story. Every click, delay or abandoned cart is a signal too; they’re customers’ way of telling a brand when something isn’t working. The first path — collecting but not acting — leads to stagnation and lost loyalty. The second — seeing feedback and signals as catalysts for change — creates the momentum for growth, trust and lasting relationships.
Customers are sending a clear signal: stop listening for listening’s sake and start acting with speed, empathy and transparency. The leaders who close the CX value gap now will define the next generation of customer loyalty and trust.
Closing this gap requires a holistic approach that looks beyond individual touchpoints to the entire brand promise. With expanded BX capabilities, Forsta helps organizations move from CX vision to CX value — connecting brand promise to lived experience and enabling leaders to listen continuously, act fast and deliver experiences that strengthen both trust and loyalty.
Turn insights into impact with Forsta.
See how Forsta’s Human Experience (HX) platform helps organizations move from listening to action; connecting feedback, data and decisions into one system that builds trust and drives growth.
