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Consumers loyal for life once they trust, claims study

February 28, 2019

Consumers are committed and loyal for life if they find a brand they trust.

That's the prime finding of a global survey commissioned by Acquia that polled more than 5,000 consumers and 500 marketers.

But capturing consumer trust isn't an easy feat, noted a press release on the survey. More than half, 56 percent, of consumers aren't confident brands have their best interest in mind when they use, share or store personal data. An even greater number, 78 percent, don't think brands should be using personal data to market products to them.

Yet, and while it may seem contradictory, 75 percent agree that if a brand understands them at a personal level they are likely to be more loyal.

"It's critical to maintain a good relationship with customers — to reach them on their terms with messages that resonate," said Lynne Capozzi, Acquia CMO, in the release.

"Our research proves that this is more important than ever. At Acquia we know marketers need solutions that are easy to work with — to give them the freedom to create experiences without technology getting in the way."