Survey: Marketers May Benefit from Building More Trusting Customer Relationships

As marketers look for new ways to resonate with customers and prospects through demand generation efforts, new research indicates that they may want to focus on establishing more trusting relationships.

The February 2020 edition of “The CMO Survey” recently suggested that 27.2% of customers have made it a top priority to develop a trusting relationship with marketers over the next 12 months. This is compared to 21.3% who said the same last February, and 19.4% who cited this as a priority in August 2019.

In contrast, customers are placing less of a priority on low product/service price, with just 10.4% stating that this is a main priority for them over the next 12 months. Approximately 21.3% said this was a priority in February 2019, and 17.6% claimed the same back in August 2019.

Delivering a Consistent Customer Experience

Providing a consistent customer experience may be the key to gaining customer trust, and previous research suggests that this is a focal point for marketers.

Dun and Bradstreet, along with AdWeek, conducted the “B2B Enters the Experience Era: 2020 Data-Driven Marketing and Advertising Outlook” report, and statistics indicated that for the majority of marketers (43%), it’s “extremely important” to deliver a consistent customer experience. This includes across both digital and offline channels.

That being said, just 7% claimed that they were “well above the competition” when it comes to achieving this goal, meaning there is room for improvement. Approximately 36% stated that they were just “on par” with the competition.