With the Fourth Industrial Revolution well under-way and expected to unlock £445bn in the UK, lines between digital and physical worlds are blurring. Today’s customers demand relevant, personalised experiences across devices, channels and interactions – all of which run on data.
But as news of data breaches and data misuse continues to hit headlines, customers are growing increasingly wary of how their data is being used by companies. As such, trust has never been more important.
Salesforce has launched a new report – “Trends in Customer Trust” – which reveals that 59% of customers believe their personal information is vulnerable to a security breach. Even worse, 54% don’t believe that companies have their best interests in mind.
Businesses are facing a crisis of customer trust — and this is a big problem — as trust is a key factor driving customer engagement and loyalty.
Businesses need to understand the new dynamics at play in order to build trust, including:
- The role of trust in creating personalised customer experiences
- The growing need for transparency in how businesses use customer data
- The generational shift toward technology use and its impact on trust
- How businesses can develop brand loyalty and win customers’ trust
The full Salesforce blog can be found here.