Trustworthiness: Brands earn trust with honesty

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Customers are becoming more aware of data privacy and security concerns. Businesses that prioritize safeguarding customer information and respecting their privacy are able to build trust.

Customers will engage and share information with brands — but they expect security measures, and transparency about data collection and usage in return. Our report found that nearly three-fourths of customers (71%) are more likely to trust a company with personal information if its use were clearly explained.

Trustworthiness is also a key factor in establishing emotional connections. As technology makes it easier to personalize marketing campaigns with automation, businesses must ensure that these efforts are aligned with their brand values and genuinely benefit the customer.

When customers feel that a brand has their best interests at heart and uses technology to make the customer experience better, they are more likely to engage in meaningful ways. Trust builds a sense of loyalty, as customers come to rely on a brand’s consistency and integrity.

Whether it’s evolving technologies, shifts in company direction, or america phone number list reprioritization of customer needs, change is inevitable for marketers. But it doesn’t have to overwhelm you. Determine what guides and grounds you, and move forward with confidence. Your customers will thank you for it.Thinking of adding generative AI to your business? You’re far from alone. Two-thirds (67%) of senior IT leaders are prioritizing generative AI over the next 18 months, and a third (33%) call it a top priority. This fast-growing technology, which focuses on creating new content based on existing data, is top of mind for many across sales, customer service, marketing, commerce, and beyond.