In today’s digital economy, data is the currency that powers personalized, seamless, and memorable customer experiences. Yet, as brands strive to deliver on rising expectations, a persistent gap remains: while customers want tailored interactions and meaningful value, many are hesitant to share the data required to make those experiences possible. This is the data trust gap—a challenge and an opportunity for brands seeking to differentiate themselves in a crowded marketplace.
Publicis Sapient’s global research reveals a stark reality: nearly half of consumers are not willing to share their data with any company, and only 20% are open to sharing data with any brand. The primary reason? Concerns about how their data is used, stored, and protected. This reluctance stands in contrast to the clear demand for personalized experiences—customers want relevant offers, tailored recommendations, and seamless service, but they are wary of the risks associated with data sharing.
The result is a paradox: brands need data to deliver the experiences customers crave, but customers need to trust brands before they will share that data. Bridging this gap is essential for any organization aiming to build loyalty, drive engagement, and unlock the full potential of digital transformation.
The path to closing the data trust gap begins with understanding what customers value most. According to the Publicis Sapient Customer Data Survey, three key factors can make consumers more comfortable sharing their data:
Consumers are increasingly aware of the value their data holds, and they expect something meaningful in return. The research shows that:
Exclusive content, personalized offers, and enhanced service are all compelling incentives. However, the value exchange must be explicit and immediate. Brands that clearly communicate the benefits of data sharing—and deliver on those promises—are far more likely to earn customer trust and participation.
Trust is not built overnight. It requires consistent, transparent, and customer-centric data practices. Brands can take several actionable steps to foster trust and encourage data sharing:
When customers feel confident in a brand’s data practices, they are more likely to share information that enables deeper personalization. This, in turn, allows brands to:
The result is a virtuous cycle: trust leads to data sharing, which enables personalization, which drives satisfaction and loyalty.
Despite the clear benefits, many industries still struggle to meet customer expectations for both experience and data trust. For example, satisfaction with digital commerce experiences varies widely—banking and retail lead in customer satisfaction, while healthcare and transportation lag behind. Across sectors, the most common sources of friction include customer service issues, data privacy concerns, and poor site or app performance.
Addressing these pain points requires a holistic approach: investing in robust digital infrastructure, prioritizing user experience, and embedding transparency and control into every touchpoint.
To bridge the data trust gap and unlock the full potential of customer experience transformation, brands should:
As data privacy concerns continue to rise, brands that lead with transparency, empower customers with control, and deliver clear value in exchange for data will stand out. Trust is no longer a “nice to have”—it is a strategic imperative and a key differentiator in the digital age.
By bridging the data trust gap, organizations can create the foundation for truly personalized, engaging, and loyalty-building customer experiences—turning data into a source of mutual value for both brand and customer.
Ready to transform your customer experience?
Publicis Sapient helps organizations build trust, unlock value, and deliver the personalized experiences customers want. Learn more about our approach to customer data and experience transformation at publicissapient.com.