SAP finds UK brands overestimate customer experience

AP Engagement Cloud has published UK research pointing to what it describes as an engagement divide between brands and consumers. The findings show a gap between how businesses rate their customer experience and how consumers describe it.

The survey found that 80% of UK businesses believe they offer a seamless omnichannel experience. Yet 82% of consumers said they are put off by disorganised interactions that force them to repeat information or move between teams. Only 20% of companies said their customer experiences were not yet fully connected.

The figures suggest a mismatch in perception at a time when companies are increasing investment in artificial intelligence and customer engagement tools. According to the research, 78% of businesses plan to invest in AI-powered engagement platforms and tools, while 80% said AI will be essential for retaining customers in 2026.

Consumer responses indicate the problem goes beyond channel management alone. The research found that 45% of consumers said brands do not understand them as people, pointing to frustration with personalisation efforts as well as service handovers.

AI limits

Businesses are also dealing with data problems that may limit how far AI can improve customer interactions. Almost two thirds, or 63%, said they could not use customer data in real time. Another 64% said their data was too unstructured, and 71% reported holding dark data that they could not access or use effectively.

That gap matters because consumers appear willing to reward brands that get the basics right. More than half of UK consumers, 56%, said their favourite brand delivers seamless, connected experiences across channels, suggesting some companies are meeting expectations even as many others fall short.

There is also a clear difference between corporate enthusiasm for AI and consumer recognition of its impact. While four in five businesses said AI is essential for customer retention, only a third of consumers said their favourite brands use AI in ways that meaningfully improve interactions.