Trust and the brand

The digital age has seen the trust between brands and consumers waning as data has been used invade customers’ privacy just as much as it has helped personalise the brand promise. A recent study by Kantar TNS looks at the contentious issue of data exchange and what it means for brands. Anusheel Shrivastava, executive vice president, India, Kantar TNS said, “The desire to connect via social media has been the driving force behind a substantial part of the digital revolution in India, and as a result, engagement and trust on social platforms continues to be high. Brands need to act responsibly online to maintain the trust that they currently hold”

5 steps to build trust with consumers and data

■ Show your hand: Be transparent and tell people why you need their data

■ Play up safety cues: Showcase high safety standards and ability to resist breaches

■ Stagger data requests: Start with the safest and most relevant information, and work your

way up with the consumer

■ Offer the right personal benefit: Ensure that there is a culturally appropriate incentive for the data share

■ Give back: Brands that are ready to share processed data develop more meaningful relationships with customers

“To build and protect trust, brands need to put the customer first” ANUSHEEL SHRIVASTAVA

Executive VP, India, Kantar TNS