Anticipating and proactively serving the needs of your customers will differentiate you from competitors. But only companies that earn and maintain high levels of customer trust will succeed. To build trust, companies must build permission-based strategies and continuously return value to customers in exchange for their data. The value flywheel describes the relationships among customer trust, collecting customer data, and delivering customer value in anticipatory experiences. This report identifies the most important trust levers that govern your customers’ trust decisions. Use them to determine how to engender customer trust in the context of anticipatory experiences.