The use of data in marketing has focused on creating relevant experiences for the user (always-on and personalized) to increase business results. New regulations, the sunset of cookies and changes in Marketing Technology show us that we need to reconsider our use of consumer data. Only by putting the full human experience in the centre of decision making, including their need for privacy and trust, can we benefit from our rich data to genuinely improve the experience of our customers. we call this The Trust Experience.
What is The Trust Experience?
Business models are shifting to online and becoming further reliant on data to meet customer demands. The changing rules of the game put customer trust all the more at stake, as it becomes the crux of customer engagement and responsible data management. Customer trust is key to businesses who want to thrive, as we found that 88% of consumers will buy again from brands they trust and 62% will almost buy exclusively from brands they trust. Trust is gained, not only by applying the latest regulations, but by giving your customers control over what they share and over how much they trust you with their data. With The Trust Experience, We help your business responsibly engage with your customers by prioritising trust in the relationship with your customers by going beyond compliance with the latest regulations
Read the perspective about the solution: ‘The Trust Experience'.
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How does it work?
Deloitte has identified the 5 core values organizations should act upon when delivering The Trust Experience. These values are at the heart of The Trust Experience, and our team has identified key enablers that will lead to organizations being able to responsibly engage with their customers.
How can we help?
A recurring challenge for marketeers and data privacy professionals is that they work in silos, independent of one another. This leads to a suboptimal customer experience. We offer a combined approach, where our expert team of advertising and marketing professionals as well as privacy and data protection professionals work together to enable the seamless integration of user experience and privacy for your business and really build that competitive advantage.
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Building customer trust through human experience design and responsible data use
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With Apple doubling down on privacy in iOS 14.5, marketers wonder how they can build the human connection without access to data. Consent is the keyword for meaningful relations between customers and businesses. What do these changes mean for your business and The Trust Experience?
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Get in touch
Jeroen van den Nieuwenhof
Jeroen is a Partner in the Deloitte Digital practice, focusing on digital advertising, marketing, e-commerce and sales transformations. Over the last 22 years as a management consultant Jeroen focused on impactful, (digital enabled) business transformations in the commercial domain. His experiences ranges from (digital) strategy to large-scale implementations mainly within the Energy, Consumer & Industrial Products Industry. Jeroen joined Deloitte Digital in 2018 and holds a Master Degree from Eindhoven University of Technology in Industrial Engineering & Management Science. Before joining Deloitte he worked at Accenture for 19 years, a.o. in the Strategy practice, Telecommunications practice and CRM practice. His last role was leading the consulting practice of Accenture Digital in The Netherlands.
Annika Sponselee
Annika is the Data & Privacy Lead of Deloitte NSE with over 17 years of experience in the field of privacy and data protection. She founded and currently leads the Dutch Privacy Team, consisting of over 60 privacy professionals.