Six out of ten consumers miss more empathy from companies

As trust becomes an increasingly crucial parameter for consumers, demands on companies increase as they interact with customers.

A new international survey from software giant Adobe shows that as many as 65 percent. that Danish and Swedish consumers demand more empathy and recognition from companies, just as the study concludes that 81 per cent. of business leaders overall are struggling to win the trust of consumers.

Data, transparency and not least empathy are some of the most important things if you ask consumers today. This emerges from a new international study conducted for Adobewhere six out of ten (65 per cent) of the Nordic consumers who count Denmark and Sweden in the survey answer that companies should show more empathy by seeing things from their perspective, acknowledging their frustrations and understanding what is important for the individual consumer.

The study also shows that when customer data is used to create personal experiences, it has a positive effect on 64 per cent. of Danish and Swedish consumers, while 58 per cent. points out that it is the creative content that makes the trust grow. However, the consequences are serious for the brands that handle data incorrectly: Here, two thirds (65 per cent) of consumers answer that they will boycott a brand if they use their data without permission.

Franck Attia

“In a modern and digital economy like today, it is not surprising that customer data and trust are increasingly linked. It is therefore the task of companies to integrate that insight into the business in a way that first and foremost benefits consumers. Consumers today expect far more value in return for the data they share, and first and foremost, they will feel seen, heard, included and understood. If that feeling is not present, trust is not established, and it is therefore a core task for companies to build trust through personalized experiences and responsible use of data, ”says Nordic director of Adobe, Franck Attia.

The battle for consumers has turned into the battle for trust

With new patterns of behavior in both online and physical retail, running a successful business has been turned upside down. For example, there is no longer a distinction between the online and offline part of retail, and this in turn changes the requirements for companies that have to deal with an either-or mindset.

In fact, as many as eight out of ten (81 per cent) of managers in the Nordic region admit that they are currently struggling to win consumer confidence and maintain it, as the report shows.

“Companies have always fought for the attention of consumers, and for a long time it was about making the loudest or most noise. Today, attention is no longer the problem, but in return, trust has become the crucial goal. Only companies that manage to translate insights and data about consumers into personalized experiences that are relevant at just the right times reap the benefits of the crucial consumer trust and win customers in the long run, ”says Franck Attia.


Source: IT-Kanalen by it-kanalen.dk.

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