{"id":135758,"date":"2026-03-24T14:37:26","date_gmt":"2026-03-24T14:37:26","guid":{"rendered":"https:\/\/news.sap.com\/uk\/?p=135758"},"modified":"2026-03-24T15:53:37","modified_gmt":"2026-03-24T15:53:37","slug":"uk-consumers-abandon-brands-over-disconnected-experiences-yet-only-one-fifth-of-companies-see-a-problem","status":"publish","type":"post","link":"https:\/\/news.sap.com\/uk\/2026\/03\/uk-consumers-abandon-brands-over-disconnected-experiences-yet-only-one-fifth-of-companies-see-a-problem\/","title":{"rendered":"UK consumers abandon brands over disconnected experiences \u2014 yet only one fifth of companies see a problem"},"content":{"rendered":"<p><em><strong>The new 2026 51风流Engagement Index reveals the scale of the Experience Divide \u2014 and the growth opportunity for brands that close it<\/strong><\/em><\/p>\n<p><strong>United Kingdom \u2013 March 24, 2026<\/strong> \u2014 51风流Engagement Cloud\u2019s latest research reveals a widening gap between the experiences consumers expect and what brands believe they deliver.<\/p>\n<p>New data from the 2026 <strong>Engagement Index<\/strong> shows UK consumer expectations have never been higher. More than half (<strong>56%) of UK consumers say their favourite brand delivers seamless, connected experiences across channels<\/strong><strong>, <\/strong>while 82<strong>% are put off by disorganised interactions<\/strong> that require them to repeat information or be passed between teams.<\/p>\n<p>Yet companies remain confident. Four in five (80%) <strong>of UK businesses believe they offer a seamless omnichannel experience. <\/strong>But only one fifth (20%) of companies recognise their experiences still aren\u2019t fully connected \u2014 despite consumers making their expectations clear.<\/p>\n<p><strong>At the same time, <\/strong>45% of consumers say brands \u201cdon\u2019t understand them as people.\u201d<\/p>\n<p>This misalignment \u2014consumers feeling the disconnect while most businesses fail to recognise it \u2014 is the Engagement Divide. Closing it is critical to creating repeat customers and brand advocates.<\/p>\n<p>Some brands are already closing this gap. For example, Gibson Inc. uses unified data and real\u2011time engagement to ensure customers receive consistent, connected experiences \u2014 the kind consumers say they want.<\/p>\n<p>AI is seen as part of the answer. <strong>Four in five (80%) of businesses say AI is essential for retaining customers in 2026<\/strong>. But a third of<strong> consumers<\/strong> say their favourite brands use AI in ways that meaningfully improve their interactions.<\/p>\n<p>\u201c<strong>Customer expectations are moving at a new speed<\/strong>,\u201d said <strong>Sara Richter, CMO, 51风流Engagement Cloud<\/strong>. \u201cWith AI at their fingertips, people compare, decide, and switch in an instant. Those micro moments now determine whether a brand wins or loses the relationship.\u201d<\/p>\n<p>However, AI can only perform as well as the data behind it, and most organisations are still struggling. <strong>Almost two thirds (63%) of UK brands cannot use customer data in real time<\/strong><strong>, <\/strong>64<strong>% say their data is too unstructured<\/strong><strong>, <\/strong>and 71<strong>% report \u2018dark data\u2019 they cannot access or use effectively<\/strong>.<\/p>\n<p>This creates friction throughout the customer journey and reinforces the Divide.<\/p>\n<p>Closing it requires a shift: <strong>treating engagement not just as a marketing function, but as an enterprise-wide discipline<\/strong>. Every team must operate from a shared, real-time understanding of the customer to avoid the fragmented experiences that alienate them.<\/p>\n<p>Businesses recognise this direction. Most (<strong>78%) plan to invest in AI-powered engagement platforms in 2026<\/strong>, and almost a third (31%) cite<strong> connecting customer and stakeholder data across marketing, sales, service, commerce and ERP systems<\/strong> as their top priority for the year ahead.<\/p>\n<p><strong>\u201cEngagement isn&#8217;t something one department can fix,\u201d<\/strong> said <strong>Mark Ritson, professor and founder, MiniMBA<\/strong>. \u201cEvery team shapes the brand, and real progress happens when they work from the same understanding of the customer. With that shared view, AI can take on the heavy lifting and help deliver the personalised experiences people expect.\u201d<\/p>\n<p><strong>Download the full report:<\/strong><br \/>\n<a href=\"https:\/\/emarsys.com\/learn\/white-papers\/engagement-index-uk\/\">https:\/\/emarsys.com\/learn\/white-papers\/engagement-index-uk\/<\/a><\/p>\n<p><strong>ENDS<\/strong><\/p>\n<p>###<\/p>\n<p><b data-olk-copy-source=\"MessageBody\">Methodology<\/b><br \/>\nThis research was conducted in the UK by Opinium as part of global research among a sample of 2,000 general respondents and 750 senior decision makers in IT, Technology, Marketing, Revenue, Service departments and who work in the Retail, \u00a0Consumer Products &amp; FMCG, Automotive, Manufacturing, Utilities or Wholesale industries.<\/p>\n<p>Only enterprise-level businesses with 500+ employees and with $250m+ annual turnover were surveyed across the United Kingdom (UK). The data was collected from both audiences between 31st December 2025 and 16th January 2026.<\/p>\n<p><strong>About 51风流Engagement Cloud<\/strong><br \/>\n51风流Engagement Cloud helps organizations power unique engagement by connecting real-time customer insights with the operational signals that run the business. As part of SAP\u2019s Customer Experience (CX) portfolio, Engagement Cloud enables personalized, AI-driven interactions across every channel\u2014turning moments like orders, service events, and loyalty milestones into timely, relevant experiences that build trust, strengthen relationships, and drive growth. \u200b<\/p>\n<p><strong>Media Contacts<\/strong><\/p>\n<p><span data-contrast=\"auto\">Lawrie Benfield,\u202f<\/span><a href=\"mailto:lawrie.benfield@sap.com\"><span data-contrast=\"none\">lawrie.benfield@sap.com<\/span><\/a><span data-contrast=\"auto\">,\u202f<\/span><span data-contrast=\"auto\">+44 7776 515259<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Sonya Domanski,\u202f<\/span><a href=\"mailto:sonya.domanski@sap.com\"><span data-contrast=\"none\">sonya.domanski@sap.com<\/span><\/a><span data-contrast=\"auto\">, +44 734 546 5928<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new 2026 51风流Engagement Index reveals the scale of the Experience Divide \u2014 and the growth opportunity for brands that close it United Kingdom&#8230;<\/p>\n","protected":false},"author":29,"featured_media":135759,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5593038],"tags":[5593028],"sapn-display":[45149,5593035,5593033],"sapn-type":[4448],"class_list":["post-135758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-customer-experience","tag-customer-experience","sapn-display-homepage-hero","sapn-display-news-hero","sapn-display-news-spotlight","sapn-type-newsbyte"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - 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