Personalisation and Trust: How to Build Stronger Relationships with Customers
Updated: May 15
1 May, 2023
Done right, personalisation can build trust between your brand and your customers.
The interplay between personalization and trust
In today's digitized and densely interconnected world, personalization and trust are two concepts that are deeply intertwined, reinforcing each other in every area of our daily lives, including business relations. Consumers are looking for a solid foundation of trust, and businesses are looking to provide personalized experiences to their customers. The digital acceleration of recent years has only boosted demand for personalization on such a large scale that today, the majority of customers expect companies to fully understand the uniqueness of their needs and expectations.
Obtaining consent: The foundation of trust
To build trust with customers, businesses must first obtain their consent through an "opt-in opt-out" mechanism. This means that companies must be perceived as trustworthy enough to obtain a specific person's consent. Trust is a human, subjective, and eminently personal fact. For it to function as a currency of exchange, it needs to be specified with respect to the individual attributes of the individual client. In this sense, personalization is a building block in relationships of trust, and always has been.
The balance between personalization and data protection in the digital age
However, in the age of digital transformation, there is a delicate balance between personalization needs and data protection. Technological innovation has empowered brands to provide increasingly fluid and personalized interactions, and consumers now take these kinds of experiences for granted and expect nothing less. At the same time, companies must be mindful of the personal data they collect and the ways in which they use it.
The disadvantage of forgoing digital transformation in personalization efforts
Companies that have not yet built a solid online presence are experiencing a disadvantage that is bound to worsen. Forgoing the opportunities for interaction that are instead enjoyed by those that have embarked on a digital transformation journey, they cannot rely on the touchpoints created through new technologies and have no way of accessing the wealth of information needed to activate personalized initiatives.
The importance of balancing personalization and trust in the digital age
In summary, personalization and trust are crucial elements in building stronger relationships with customers. In the age of digital transformation, companies must strike a delicate balance between personalization needs and data protection. Those that have embarked on a digital transformation journey and built a solid online presence are well positioned to provide personalized experiences to their customers while maintaining their trust.
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