The Data Trust Equation: How Transparency and Control Drive Customer Experience Across Industries

In today’s digital economy, data is the currency that powers personalized, seamless, and innovative customer experiences. Yet, as organizations across retail, banking, healthcare, and beyond strive to unlock the value of customer data, a fundamental truth has emerged: trust is the linchpin. Customers are increasingly willing to share their data—but only when they feel confident in how it will be used, have control over their information, and see a clear value exchange. This is the essence of the Data Trust Equation.

Recent research from Publicis Sapient reveals a nuanced picture of consumer attitudes toward data sharing. While 44% of consumers globally are willing to share their data with companies, a significant 24% remain unwilling. However, the willingness to share data rises dramatically—to 80%—when customers believe it will lead to a better experience. This willingness is not unconditional. Customers demand:

• Transparency: 51% want clear explanations of how their data will be used.
• Control: 53% want the ability to decide what data is shared, and 46% want the option to delete their data at any time.
• Value Exchange: 69% are willing to share data for discounts, 56% for loyalty rewards, and 53% for personalized recommendations.

These findings underscore a critical shift: data sharing is no longer a passive act. It is a conscious, transactional decision shaped by trust, perceived benefit, and the degree of control offered.

The comfort level with data sharing varies by industry and the type of data involved. Consumers are most willing to share website, behavioral, and buying data, but far less comfortable with sharing personal or sensitive information. Trust in the organization is paramount—customers are three times more likely to share data with brands they trust. Conversely, lack of transparency, previous data breaches, or unclear data practices are major deterrents.
Industry-specific insights reveal further complexity:

• Retail: 28% of consumers are willing to share data with retailers, especially in exchange for discounts, loyalty rewards, or faster checkout experiences. However, 73% would stop shopping with a retailer after an unpleasant experience, highlighting the fragility of trust.
• Banking: 23% are comfortable sharing data with banks, reflecting relatively high trust levels. Satisfaction with digital banking experiences is strong, but customers still expect seamless, secure, and transparent interactions.
• Healthcare: Only 17% are willing to share data with healthcare organizations, largely due to heightened privacy concerns. Yet, patients crave clearer information, seamless digital tools, and personalized communication—needs that can only be met through responsible data use.

Customers are pragmatic about data sharing. They expect something tangible in return:

• Better Offers and Rewards: 69% are likely to share data for better offers, 56% for more relevant services, and 53% for exclusive experiences.
• Personalization: Over half of consumers want personalized recommendations, content, and communications. In retail, for example, 37% desire personalized offers based on spending preferences.
• Convenience: Features like faster checkout, easier access to services, and seamless omnichannel experiences are strong motivators.

To earn and maintain customer trust, organizations must go beyond compliance and adopt a proactive, customer-centric approach to data stewardship. Key strategies include:

• Be Transparent: Clearly communicate what data is collected, how it is used, and the benefits to the customer. Transparency demystifies data practices and reassures customers.
• Empower with Control: Give customers granular control over their data—what is shared, how it is used, and the ability to delete or modify it at any time.
• Demonstrate Value: Make the value exchange explicit. Show how data sharing leads to better offers, more relevant experiences, and tangible rewards.
• Personalize Responsibly: Use data to create meaningful, personalized experiences—while respecting privacy boundaries and customer preferences.

Across industries, the Data Trust Equation is reshaping customer experience strategies:

• Retailers should focus on loyalty programs that are transparent about data use and deliver clear, personalized value. Seamless omnichannel experiences—bridging online and in-store—are essential.
• Banks must maintain high standards of security and transparency, while using data to simplify and personalize financial journeys.
• Healthcare organizations need to prioritize clear communication, user-friendly digital tools, and robust privacy controls to build trust and close the experience gap.

At Publicis Sapient, we help organizations unlock the power of data-driven personalization while respecting privacy and building trust. Our approach combines:

• Human Insight: Deep understanding of customer needs, behaviors, and expectations.
• Data and Technology: Advanced analytics and secure platforms that enable transparency, control, and personalization at scale.
• Experience Design: Creating seamless, intuitive journeys that make the value of data sharing clear and compelling.

By putting the customer at the center and treating data as a shared asset—not just a resource to be mined—organizations can foster loyalty, drive growth, and deliver the experiences people truly want.

The Data Trust Equation is not a one-time calculation—it is an ongoing relationship. As customer expectations evolve, so too must the ways organizations earn, maintain, and reward trust. By embracing transparency, empowering customers with control, and delivering clear value, brands across industries can transform data from a source of anxiety into a foundation for exceptional customer experiences.
Ready to build trust and unlock the full potential of your customer data? Connect with Publicis Sapient’s experts to start your transformation journey.

Relevant Links

• Bridging the Customer Experience Gap: Insights from Publicis Sapient's Global Study
• Bridging the Customer Experience Gap: Insights from Publicis Sapient's Global Study
• Bridging the Healthcare Experience Gap: Digital Transformation Strategies for Patient-Centered Care
• The Role of Data Trust and Personalization in Customer Experience: What Makes Customers Willing to Share Data?
• L’expérience client en Europe : Un enjeu stratégique pour la croissance (Europe)
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• La brecha de experiencia del cliente en salud: Un desafío y una oportunidad para América Latina (LATAM)
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• La Experiencia del Cliente en América Latina: Claves para Cerrar la Brecha entre Expectativas y Satisfacción (LATAM)
• A Deep Dive into the Healthcare Customer Experience Gap: Why Satisfaction Lags and How to Close It