Trust: a key element to a brand’s success

  • CRM & Loyalty
  • Insights

Understanding your customers and their changing behaviours has never been more important to your success. Customers want their data to be protected and kept safe but also expect an entirely personalised service. With a resilient and ethical data foundation, you can continue to engage with customers to create experiences that matter and build trust in your brand – even in the midst of radical disruption like we saw in 2020.

The sudden shift to “frictionless” digital experiences has created what Rachel Wells refers to as “The Empathy Gap”. It’s not just about data targets. So how can brands Humanise their CX to foster consumer trust?

Watch the on demand webinar here



We’ve started to see what we like to call the empathy gap across experiences but also within data strategy.

Rachel Wells

MullenLowe Profero, Executive Creative Director & Head of Product