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UK consumers screen calls amid contact centre trust gap

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MaxContact has published research showing that UK consumers are increasingly screening calls from unknown numbers and ignoring legitimate business contacts, highlighting a widening trust problem for contact centres.

The study surveyed 1,000 UK consumers who had interacted with a contact centre in the previous 18 months. It found that 69% always or often screen calls from unknown numbers. Half had ignored a message from a legitimate company because they assumed it was fraudulent, while only 22% strongly agreed they could tell when an unexpected company contact was genuine.

Those habits are already having consequences for consumers as well as businesses. Among respondents who said they had ignored a legitimate call, 77% reported a real consequence, including missed payments, appointments or service interventions.

The figures suggest the breakdown in engagement often happens before a conversation begins. For contact centres, that raises questions about outbound calling performance and whether organisations can still rely on phone contact in sectors where scam concerns have changed customer behaviour.

Sector differences

Some industries face more resistance than others. Loans, credit and debt management firms were the most avoided, with 37% of consumers saying they would be least likely to answer a call from that sector.

Insurance ranked next at 25%, while technology, telecoms, retail and eCommerce each recorded avoidance levels of 22% to 23%. Banks and building societies performed better, with 16% of consumers saying they would be least likely to answer calls from those organisations.

The variation suggests trust is shaped not only by general concern about scams, but also by the type of business making the call. Firms in more sensitive sectors may need clearer ways to identify themselves and explain the purpose of their contact before customers will engage.

AI disclosure

The research also examined how consumers view the use of AI and automation in customer contact. It found broad acceptance of the technology in principle, but strong demand for transparency when it is used.

According to the survey, 88% of UK consumers said it is important for companies to clearly disclose when AI is being used. Another 87% said they believed they had interacted with AI or automation during a recent contact with a company.

Within that group, 22% said they were sure or fairly sure they had interacted with AI without realising it at the time. The report suggests undisclosed automation may add to the same uncertainty that is already leading many people to ignore unexpected calls and messages.

The issue is becoming more important as businesses use a wider mix of automated and human-led contact across customer service, collections, support and account management. If consumers are unsure who is contacting them, or whether the interaction is genuine, they may opt out before any issue can be resolved.

Ben Booth, chief executive officer of MaxContact, said the findings should prompt a rethink across the sector.

“This data should make every contact centre leader pause. Consumers broadly trust the sectors they deal with, but that trust doesn’t translate into picking up the phone. The clear differences between the sectors confirm that the problem isn’t just sentiment; it’s the inadvertent signals being sent out. If consumers can’t tell the difference between a legitimate call and a scam, outbound strategies will struggle to deliver,” Booth said.

The survey points to a broader operational problem rather than a simple reputational one. If customers routinely ignore contact attempts, unresolved issues may build up and organisations may need to spend more to reach the same people through other channels.

That could be especially relevant in areas such as financial services, insurance and utilities, where firms may need to contact customers about payments, policy changes, service problems or urgent account matters. In those cases, low answer rates may create commercial and compliance risks as well as customer service delays.

Booth said uncertainty, rather than hostility, was driving much of the behaviour.

“This trust gap is something that needs to be rectified. It’s the culmination of consumer frustration, the prevalence of scams, and the use of AI, and consumers don’t know who to trust anymore. It’s not hostility, but uncertainty that is resulting in the call screening barriers, which is why we need to address this as a matter of urgency,” Booth said.

The study was commissioned by MaxContact and conducted as an independent survey of UK adults aged 18 and over. All respondents had interacted with a company contact centre through at least one channel in the previous 18 months.

“The Trust Gap is a solvable problem – but only for businesses willing to treat trust as an operational priority, not a brand one. That means being transparent about how you use AI, giving consumers clear signals of legitimacy before you dial, and recognising that the channel choices you make send a message before a word is spoken. The contact centres that will win in 2026 are the ones that earn the right to be answered,” Booth said.



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Abingdon boutique to shut down after 23 years in town

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Accessory and gift store The Finishing Touch, which has been a fixture in Abingdon’s Stert Street for more than two decades, has announced it will close at the end of July.

Owner Esther Hall, who ran the shop with her daughter Georgia, said the years they spent trading in Abingdon were ‘fabulous’ and thanked customers who made their ‘little dream a roaring success’.

The Finishing Touch, Stert St, Abingdon, closing July 2026. Esther and Georgia HallMum and daughter duo Esther Hall (right) and Georgia, who ran the store together (Image: Contributed)

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Mrs Hall said: “Over the 23 years of having our business in Abingdon we have very much enjoyed every minute of it.

“It has been a pleasure to have our store in a lovely town such as Abingdon, and most importantly our amazing customers and business neighbours.

“We are extremely grateful to all our lovely customers and colleagues, past and present, who have made our family business so successful over our years of trading.

“Christmas has been our most favourite time of the year and we loved creating magical displays for all to enjoy. 

The Finishing Touch, Stert St, Abingdon, closing July 2026A Christmas display at the store, owner Esther Hall’s ‘favourite time of year’ (Image: Contributed)

“We are sad to be leaving but know it is the right time for myself and my daughter.

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“I will be getting ready to retire so I can spend much needed time with family and friends and to take a well earned rest.

“My daughter Georgia is continuing her career in retail and is very much excited to take on her next challenge.”

The duo announced a closing down sale would start on Tuesday, May 26, with 25 per cent off all full price items, and gift vouchers and credit notes can be redeemed up until the closure.





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University of Lincoln wins Chelsea medal for RoboCrops

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The University of Lincoln has won a Silver Gilt medal at the RHS Chelsea Flower Show for its RoboCrops exhibit, centred on an AI-based plant analysis system called PhenAIx.

Created by the university and its Lincoln Institute for Agri-food Technology, the exhibit features PhenAIx, which examines plants for signs of disease risk, environmental stress and growth performance before visible symptoms appear. Researchers presented it as a robotic phenotyping platform combining artificial intelligence, imaging tools and robotics.

The award places an agricultural robotics project among the notable displays in Chelsea’s GreenSTEM zone, where science and technology sit alongside horticulture. The attraction drew interest from visitors and policymakers during the show.

Plant analysis

Developers describe PhenAIx as a diagnostic scanner for plants, designed to detect hidden indicators in crops earlier than growers could through visual inspection alone.

The approach reflects a broader push in agriculture to use machine vision and automation to improve crop monitoring. Earlier identification of disease or stress can help growers isolate plants, adjust growing conditions or change treatment plans before losses spread.

The system could also contribute to developing stronger, more climate-resilient crops. The university linked the technology to efforts to improve food production and support more sustainable agricultural systems.

Beyond factories

The exhibit also highlights a shift in how robotics is presented to the public. Rather than focusing on industrial or warehouse settings, it places autonomous systems in a biological environment where variables are harder to control and outcomes less predictable.

That matters because farming has become an important test case for robotics and AI. Weather, soil, disease pressure and other changing conditions make agriculture a more complex setting than many conventional automation tasks.

Visitors included London Mayor Sadiq Khan, who discussed how systems such as PhenAIx could be applied to food production and climate-related pressures. No further details were given on any deployment timetable or commercial rollout.

Education focus

Organisers also pointed to strong interest from school groups visiting the show. The mix of robotics, AI, biology and environmental science appeared to make the exhibit an effective demonstration of how digital tools are being applied in food and farming research.

That educational role is becoming increasingly significant for universities and research institutes. Agricultural technology has often struggled to attract broad public attention compared with consumer-facing AI products, even as the sector faces pressure to raise productivity, reduce environmental impact and respond to climate volatility.

The university said it hoped the exhibit would encourage more young people, especially those from rural and agricultural backgrounds, to consider careers in robotics, data science and agri-tech. The ambition reflects a wider effort across the sector to build a workforce that combines software, engineering and plant science.

The medal is likely to give the project greater visibility beyond academic and specialist farming circles. Chelsea remains one of the UK’s best-known horticultural events, and recognition there offers research-led projects a way to reach audiences that might not usually engage with agricultural automation.

Researchers behind the exhibit said systems such as PhenAIx could support earlier crop disease detection, environmental monitoring, climate adaptation and more sustainable farming methods. At the heart of the display is a machine intended to show that plant health can be assessed before damage is visible to the human eye.



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Trouble for UK DIY giant as ‘late start’ to spring slows sales

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B&Q owner Kingfisher has reported a dip in sales over recent months as the delayed onset of spring weather held back spending and bigger purchases remained subdued.

The DIY giant, which also owns Screwfix, said total sales declined by 0.9 per cent to £3.3 billion between February and April, compared like-for-like with the same period last year.

The business said it was “mindful of the consumer environment” but hailed a “resilient” start to the year.

The homeware giant revealed plans to cut more than 650 jobs across the UK last year, a move the company insists the move is about “simplifying” how its shops are run.

The company has stores in Oxford, Abingdon, Witney and Banbury.

In the UK and Ireland, sales at B&Q fell by 4.1 per cent, which the company said reflected a late start to spring resulting in fewer visitors to stores and affecting spending on some of its core items.

“Big-ticket” spending, meaning more costly home purchases, was dragged down by fewer bathroom sales, but the firm said this was partly offset by strengthening new kitchen ranges.

Nevertheless, the Screwfix brand continued to strengthen with sales jumping by 4.1 per cent year on year.

Kingfisher chief executive Thierry Garnier said it was a “resilient start to the year” for the retailer while remaining “mindful of the consumer environment”.

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The brand has been taking a bigger share of the market and has been impacted by online and trade initiatives.

The retail group is expecting earnings to grow this year, saying it is on track to make adjusted profits of between £565 million and £625 million for the current financial year.

“E-commerce and trade sales both delivered double-digit growth, underlining the momentum in our key growth drivers,” Mr Garnier said.

“While mindful of the consumer environment, we remain absolutely focused on delivering our strategy, disciplined gross margin and cost management, and consistent shareholder returns.”

However, Russ Mould, investment director at AJ Bell, said: “Blaming the weather for weak trading is often seen in the ‘dog ate my homework’ category of excuses by the market, but the fact it has not forced any downgrades means Kingfisher has kept investors on side.

“Among the areas of positivity is the continued strong growth in the Screwfix business. Kingfisher, like several of its peers, is pursuing trade customers who are often more reliable and consistent sources of revenue than ordinary consumers.

“That’s because materials and tools are not a nice-to-have for them but essential to their day job.”





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