Dive Brief:
- Brands are falling short of customer expectations on transparency, perceived intent and human accountability in their digital experiences, according to a survey of more than 4,000 consumers by Sitecore and Ipsos released Wednesday.
- The vast majority — 95% — of consumers expect brands to act in their best interest, but only 62% say companies are doing “very well” or “moderately well” at balancing customer and commercial priorities across digital experiences.
- Another 91% of consumers want companies to clearly explain why their experiences change and to be transparent about how they’re using customer data, but only 60% report that brands are doing this well.
Dive Insight:
When brands fail to generate trust with their digital experiences, they may be risking the long-term loyalty of their customer base.
Trust creates permission, according to Julie Geller, principal research director at Info-Tech Research Group. Customers who trust a brand’s digital experience are more willing to share preferences and engage more deeply with the brand over time — and customer-brand conversations can be a strong strategic asset.
“The brand isn’t just completing transactions; it’s building a relationship based on context, continuity and confidence,” Geller said in an email. “Customers know their preferences will be remembered, their intent will be understood, and they won’t have to start from scratch every time they engage.”
Trust creates the foundation for sustainable growth, according to Geller. When a customer trusts a brand’s digital experience, they are more open to changes designed around deepening relationships and willing to try new services.
Maintaining trust has become particularly challenging as automation takes over more aspects of the digital experience. While 95% of consumers say they want brands to present human accountability, only 56% say they do so well, according to the Sitecore study.
Brands can fight the consumer perception of unaccountability by approaching automation as a method of improving coordination, according to Geller. AI is great for reducing friction in routine interactions, but trust is forged when the customer knows the brand will turn to a human’s judgment, empathy, or creativity when needed.
“The best digital experiences don’t treat escalation as a failure of AI,” Geller said. They treat it as part of the conversation design. Customers shouldn’t have to fight to reach a person or repeat everything they’ve already shared. Context should travel with them, allowing AI and people to work together as part of the same coordinated experience. That’s what builds trust.”
