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The Trust Gap: Voice of the UK Consumer 2026
69% of UK consumers screen calls from numbers they don't recognise. Half have ignored a legitimate message assuming it was a scam. This is the Trust Gap, and it's quietly become one of the biggest barriers to customer contact in the UK. Download MaxContact's 2026 report to find out what's driving it, and what to do about it.
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UK consumers are screening calls, ignoring messages, and filtering out legitimate contact because they can no longer tell what's real. MaxContact's 2026 Voice of the Consumer report covers how businesses can adapt.
1
Call screening crisis — who's paying for it
Over two thirds of UK consumers always or often screen calls from numbers they don't recognise. Half have ignored a message from a legitimate company because they assumed it was a scam or fraud. This isn't a fringe behaviour — it's the default. And it means legitimate contact centres are losing customers before a single conversation starts.
When consumers screen out genuine contact, the consequences are real:
37% had to contact the company later to resolve a problem that got worse
31% missed important service information
21% missed an appointment or a payment deadline.
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2
AI in the contact centre: how do customers feel?
87% of UK consumers believe they've interacted with AI or automation during recent company contact. Over one in five discovered — after the fact — that part of their experience was automated without them knowing.
Nearly 9 in 10 (88%) consumers say it's important for companies to clearly disclose when AI is being used. The expectation of transparency is close to universal — across age groups, sectors and regions. Consumers will accept AI for routine tasks. They won't accept being misled.
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3
When humans still matter
AI handles FAQs, routing and account updates well. Everything else is more complicated. Emergency situations, financial difficulty, complaints, bereavement — these are the moments where automation fails and consumer relationships are won or lost.
71% of consumers say they'd be comfortable with AI helping to resolve an issue faster, but only if a human agent is available throughout. Contact centres that bury the escalation path aren't just frustrating customers. They're eroding trust at the moments that matter most.
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4
Trust by sector: who's winning, who's exposed
Not all sectors face the same Trust Gap. Banks and building societies carry a 96% net trust score and just 16% call avoidance. Loans and debt contact centres sit at the other end — 84% net trust and avoided by 37% of consumers. Insurance, telecoms and utilities each carry their own friction points: renewal calls that feel like a sales push, retention contact that drives switching, complaint processes that leave a third of insurance customers feeling unfairly treated.
The sector data in this report doesn't just benchmark performance — it identifies exactly where the gap is widest and what's driving it.
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5
Three things every contact centre should do now
The Trust Gap is the cumulative effect of rising scam prevalence, consumer frustration and the pace of AI deployment.
Your customer experience didn't create it - but your teams are the ones who'll have to close it.
This report sets out a clear action plan…
Fix the identification gate so consumers recognise your calls as legitimate
Make AI disclosure the default from the first interaction
Protect the human escalation path as a non-negotiable design requirement.
The teams that get these three things right will pull ahead. The ones that don't will keep losing contact before it begins.
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watchImages();
onScroll();
window.addEventListener('scroll', onScroll, { passive: true });
window.addEventListener('resize', () => { measure(); onScroll(); });
// Watch for changes in all articles
const mo = new MutationObserver(() => { computeReadingTime(); measure(); onScroll(); });
$articles.forEach($article => {
mo.observe($article, { childList: true, subtree: true, characterData: true });
});
})();
(() => {
const rich = document.querySelector('#rich-text');
const toc = document.querySelector('#toc');
if (!rich || !toc) return;
// Only H2s inside the Rich Text
const headings = [...rich.querySelectorAll('h2')];
if (!headings.length) { toc.style.display = 'none'; return; }
// Slugify + ensure unique IDs (handles accents like šđčćž)
const slugCounts = {};
const slugify = (str) => {
const base = (str || '')
.trim()
.toLowerCase()
.normalize('NFD').replace(/[\u0300-\u036f]/g, '') // remove diacritics
.replace(/[^a-z0-9\s-]/g, '')
.replace(/\s+/g, '-')
.replace(/-+/g, '-');
const n = (slugCounts[base] = (slugCounts[base] || 0) + 1);
return n > 1 ? `${base}-${n}` : base || `section-${n}`;
};
// Build anchors directly inside #toc
toc.innerHTML = '';
headings.forEach((h, idx) => {
if (!h.id) h.id = slugify(h.textContent || `section-${idx+1}`);
const a = document.createElement('a');
a.href = `#${h.id}`;
a.className = 'content_link';
a.dataset.target = h.id;
a.setAttribute('aria-label', h.textContent || `Section ${idx+1}`);
const p = document.createElement('p');
p.className = 'text-size-small';
p.textContent = h.textContent || `Section ${idx+1}`;
a.appendChild(p);
toc.appendChild(a);
});
// Offset for fixed navs - with extra spacing for visibility
const getOffset = () => {
const nav = document.querySelector('.navbar, .w-nav, [data-nav]');
const navHeight = nav ? nav.getBoundingClientRect().height : 0;
// Add 30px buffer to ensure heading is clearly visible below fixed navbar
return navHeight + 30;
};
toc.addEventListener('click', (e) => {
const link = e.target.closest('a.content_link[href^="#"]');
if (!link) return;
e.preventDefault();
e.stopPropagation(); // Stop other event listeners
const id = link.getAttribute('href').slice(1);
const target = document.getElementById(id);
if (!target) return;
const targetTop = target.getBoundingClientRect().top + window.scrollY;
const finalY = targetTop - 150;
// Use only smooth scroll
window.scrollTo({ top: finalY, behavior: 'smooth' });
history.replaceState(null, '', `#${id}`);
});
})();
