Guide

Close the trust gap

Discover what 1000 individuals and 500 business leaders in the US had to say about trust, customer engagement, and unlocking business value. Learn what actions you can take today to close the trust gap

A customer using his phone to interact with a business.

Spark a 25% increase in sales to existing customers

You can also sustain that increase over time while driving increased customer satisfaction. That’s the opportunity when you cement bonds of trust with your customers.

That’s not all. Trust impels customers to become more loyal and to advocate for your brand. It’s a key ingredient in differentiating your business from the competition while improving efficiency through reduced customer churn and lower acquisition costs. And it helps customers feel more comfortable sharing personal data and preferences.

Business leaders generally recognize that trust plays an important role in their organizations’ success. Yet most companies today aren’t consistently delivering on the elements of trust that matter most to consumers—and many leaders don’t even realize it.

Spark a 25% increase in sales to existing customers.

In fact, we found that leaders are overly confident about almost every dimension of customer trust in brands.

These gaps between what consumers value and leaders think—and the value that many companies are leaving on the table as a result—are revealed in new research commissioned by Deloitte Digital and Twilio. During the summer of 2021 we surveyed 1,000 consumers and 500 leaders of large, business- to-consumer enterprises in the United States to identify and quantify:

  • The business value of trust.
  • Perceptions about the factors that contribute to trust.
  • Tangible approaches that brands can take to build, rebuild and reinforce trust.

Our research shows a landscape of opportunity for smart leaders who focus on building and sustaining trust in their customer relationships. By understanding the complex and interconnected drivers of trust, and by developing more accurate ways of measuring and influencing trust, your business can rapidly foster meaningful differentiation and resilient customer loyalty—and accelerate growth for the long term.

Lady in an airport searching directions in her phone.

Actionable insights on consumer perceptions and the business value of trust, based on our new research