Adobe · Whitepaper · 7 min read
Prioritize trust – increase customer loyalty
This Adobe guide argues that building customer trust, especially online, may be the C-suite's most important job. Drawing on Adobe's 2022 global survey of consumers and senior executives, it looks at why customers lose trust: weaker value, poor or impersonal digital experiences, and concerns about personal data.
It highlights the gap between what executives believe and what customers say about data use. It then offers three questions to help leaders close trust gaps, including a rapid trust audit. Written for senior executives responsible for customer experience, technology and growth.
What you'll learn
- Why customer trust is linked to financial performance and loyalty
- How value, confidence and experience shape trust in a digital economy
- Why poor personalisation can damage trust rather than build it
- The gap between executive and customer views on personal data use
- How to run a rapid two-to-three-week trust audit
