Today’s digitally savvy consumers expect companies to step up as trust leaders in their communities, workplaces, and marketplaces. From respecting customer data to delivering valuable experiences, trust is non-negotiable and must be part of every company’s DNA.
New research by Adobe set out to unpack the factors that go into how brands build—and sometimes break—trust with their customers. We surveyed more than 12,000 global consumers and 2,000 senior executives across 15 countries between January and February 2022. While there was some variation by region and country, we found remarkable alignment among global consumers around what it takes to earn and keep their trust.
The 2022 Adobe Trust report explores areas ranging from data privacy and personalization to content and AI. It's probably no surprise that across the board, brands are facing more trust challenges. Case in point: 75% of executives say that since the pandemic began, they’ve had a harder time building and maintaining trust with their customers.
Our research also uncovered important do’s and don’ts when it comes to earning trust, as well as the benefits of getting trust right. Here are some of the report’s biggest takeaways that can help brands navigate today’s trust landscape.
Responsible use of data is the price of admission for earning customer trust.
While a multitude of factors contribute to consumer trust, “being responsible with consumers’ data” tops the list.
One special area of concern is the disconnect between the value brands believe consumers are receiving in exchange for sharing their data, and how consumers feel. While 75% of executives say the benefits to customers outweigh the potential risks, less than half of consumers agree.
Customer trust is earned or broken with every experience.
Whether selling to consumers or businesses, brands must actively earn trust by providing personal and personally valuable experiences at each stage of the customer journey.
Trust and the bottom line.
While trust can be difficult to quantify, the Adobe Trust report offers strong indicators of how making or breaking trust can affect a brand’s bottom line.
To learn more about how companies can earn trust with their customers, download the 2022 Adobe Trust report.
—Ryan Fleisch, Director, Product Marketing, Adobe