In today’s digital economy, the relationship between customer trust, data sharing, and the delivery of personalized experiences is more critical than ever. As organizations strive to meet rising expectations for relevance and convenience, the willingness of customers to share their data—and the trust that underpins this exchange—has become a defining factor in customer experience (CX) success. Understanding what motivates customers to share their data, the types of data they are comfortable sharing, and the industries they trust most is essential for digital leaders, marketers, and CX strategists seeking to deliver operational excellence and personalized engagement.
Recent research from Publicis Sapient reveals a nuanced landscape: while nearly half of consumers (44%) are willing to share their data with companies, a significant portion (24%) remain unwilling. However, the willingness to share data rises dramatically—to 80%—when customers believe it will result in a better experience. This underscores a fundamental truth: trust is the linchpin of data exchange. Customers are not inherently opposed to sharing data; rather, they want assurance that their information will be handled transparently, securely, and in a way that delivers clear value.
Customers’ comfort with data sharing is shaped by three primary factors:
The motivations for sharing data are diverse, but they consistently revolve around the promise of a better, more relevant experience. According to Publicis Sapient’s global surveys:
When asked about specific scenarios, customers are most likely to share their data with retailers (28%), followed by banks (23%), healthcare organizations (17%), and government entities (17%). This hierarchy reflects both the perceived value of the exchange and the level of trust in each sector.
Not all data is viewed equally. Consumers are most comfortable sharing:
This selectivity highlights the importance of asking only for data that is necessary and relevant to the experience being delivered.
Trust and willingness to share data vary by industry. Retailers are the most trusted recipients, likely due to the direct and immediate value customers receive through discounts, loyalty programs, and personalized offers. Banks and financial services also enjoy relatively high trust, reflecting their longstanding focus on security and privacy. Healthcare, while highly valued by consumers, faces greater skepticism—only 17% are comfortable sharing data with healthcare organizations, often due to concerns about privacy and the sensitivity of health information.
To unlock the full potential of personalization and operational excellence, organizations must proactively build and maintain customer trust. The following best practices are essential:
When organizations get data trust and personalization right, the rewards are significant. Customers who trust a brand and see value in sharing their data are more likely to:
Conversely, a lack of trust or poor data practices can quickly erode loyalty. Up to 73% of consumers say they would stop shopping with a retailer after an unpleasant experience, and 80% are more likely to share data only with organizations they trust.
The path to delivering exceptional customer experiences is paved with trust. By prioritizing transparency, control, and a clear value exchange, organizations can foster the willingness to share data that is essential for meaningful personalization and operational excellence. As customer expectations continue to evolve, those who lead with trust will be best positioned to build lasting relationships and drive sustainable growth in the digital age.
For organizations ready to transform their approach to data and personalization, the message is clear: trust is not just a compliance requirement—it is a strategic imperative and a key differentiator in the customer experience landscape.