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However, if companies use data consciously, customer trust increases and with it sales, loyalty and positive recommendations for brands. These are the results of the Adobe study “Future of Marketing”, for which consumers, marketing specialists and marketing decision-makers in Germany were surveyed about the future of the digital customer experience. Responsible handling of customer data is the most important factor in building a trusting, long-term relationship with customers. Brands that meet this standard are rewarded with higher sales, recommendations and long-term customer loyalty.

Customers show their trust in a brand primarily through: Multiple/repeated purchases (65 percent) Recommend to friends (63 percent) Participation in a loyalty program (40 percent) Publishing (28 percent). The price of loss of trust The st Job Seekers Phone Numbers List udy also showed that brands jeopardize customer trust in a number of ways, particularly through how they use their data. If a brand overshoots the mark, customers are quickly ready to leave: almost half (44 percent) have not made another purchase from a brand that disappointed them in the past year.

Younger people in particular are the least willing to forgive a breach of trust: 72 percent of GenZ and 64 percent of Millennials have not purchased from at least one brand again in the last twelve months. Three of the most common reasons consumers turned their backs on a brand in the last twelve months were: They are scary to me (44 percent): They track me online/on my mobile devices without my permission, send emails/messages even though I don't remember giving them my details.