Trends Report

Marketers Are Pivoting Toward Customer Obsession, But They Are Eroding Customer Trust And Loyalty In The Process

October 30th, 2019

Summary

Marketers are spending billions on building data-rich customer profiles. Many believe that personalization improves the customer experience. But only 27% of US online adults want retailers to use their personal data to build personalized experiences. Even when they do supply personal information, consumers are wary of how it is used. Customers care about brand values and see through disingenuous apologies: 64% of global consumers will buy from or boycott a brand because of its stance on a social or political issue. Marketing automation can have positive implications for efficiency, but the lack of human oversight can result in distasteful messages and campaigns.

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