THE QUEST FOR CONSUMER TRUST - The CMO Club
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Solution Guide
THE QUEST FOR
CONSUMER TRUST
How escalating digital privacy concerns are
leading to investments in new data sources,
customer content, and community-building
programs.
INTRODUCTION
For years, marketers have breach risks, unwanted tracking,
subsisted on a steady diet of 3rd mis-targeted ads and overall reduced
party data to target and acquire privacy, consumers are demanding more
control over what data they share and
customers, personalize messages
with whom. In fact, 71% of consumers
and, ultimately, drive growth.
surveyed said they would stop doing
But those days are numbered. business with a company if it shared
sensitive data without permission.
Third party data is in crisis for very good
reason. • In response, lawmakers have passed
major legislation such as the EU’s
• The number of data breaches and General Data Protection Regulations
exposed records in the U.S. has escalated (GDPR) and the California Consumer
from 157 in 2005 to 1,001 in 2020, with Privacy Act (CCPA); and big tech
155.8 million individuals affected by data companies, from Google to Apple, are
exposures last year alone. eliminating 3rd party cookies and
• Consumer backlash is growing in tandem. trackers on their browsers and
Left vulnerable to ever-increasing data smartphone operating systems.
June 2021 | 1
Solution Guide | Consumer Trust
All of which exposes a remarkable irony This CMO Club Solution Guide explores
about 3rd party data: the very tool widely how marketers are forging new paths to the
used to build relationships with consumers consumer without a deep-seated reliance
through targeted, relevant messaging has on 3rd party data and how leading CMOs
cast a long, dark shadow on trust, the are completely transforming their business
cornerstone of those relationships. to draw a strategic connection between
digital investment, closer customer
So where does that leave marketers:
relationships and ROI in their Quest for
At a crossroads for peril? Or a turning
Consumer Trust.
point of opportunity? While regulations
and consumer demand for privacy might
present roadblocks, the movement is
triggering marketers’ natural progression
away from 3rd party data sources to 1st
party and zero party data owned by the
brand—consumer opt-in sources proving
to be a more reliable, transparent means to
delivering brand experiences and building
trust.
June 2021 | 2
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ACKNOWLEDGMENTS
A special thank-you to the CMOs and Senior Marketing leaders who
participated in this research.
Tariq Hassan Jeanine Hurry
Chief Marketing Officer Business Chief Information
Petco Officer, Safety
DuPont
Marti Walsh
Tom Murray Vice President-Marketing
Executive Vice President &
NAPA AUTO PARTS
Chief Marketing Officer
Tempur Sealy International
June 2021 | 3
Solution Guide | Consumer Trust
EXECUTIVE SUMMARY
Investing in the Future
The push towards increased consumer This two-way value exchange is transparent
protection and privacy requirements is and fair. Key ingredients for building trust
precipitating major changes in marketing and, ultimately, brand loyalty and customer
initiatives, strategies and channels. But for acquisition. Trust is in service to building
reasons beyond simply compliance. a direct relationship with the customer, so
brands that create a trust connection with
Marketers see the writing on the wall.
customers own that space.
Relying heavily on 3rd party data is
no longer an option. Nor is 3rd party To understand where marketers are in this
necessarily the best or only source of quest for trust, The CMO Club in thought
information to target customers or build leadership with SheerID recently surveyed
brand loyalty. While big tech providers 44 Chief Marketing Officers (CMOs) across
continue to debate and develop proactive a wide range of B2B and B2C organizations
measures to protect consumer data and industries.
privacy, marketers are forging ahead with
This research also includes one-on-one
a shift toward 1st party and zero party
conversations with CMOs and senior
data collection—as a strategic business
marketers from leading brands such as
imperative.
DuPont, NAPA AUTO PARTS, Petco and
This pivot accomplishes two things: Tempur Sealy International to gain greater
insights into how they are rolling out
1.) it allows marketers to improve the quality
initiatives and transforming their business
of actionable data and insights, and
to build customer relationships founded
2.) it facilitates a deeper connection with on trust.
their customer through customer-driven
experiences.
First party data and zero party data, in
which consumers willingly provide personal
information to receive an offer or other
incentive in return, inherently bring the
customer closer to the brand, and vice
versa.
June 2021 | 4
Solution Guide | Consumer Trust
KEY FINDINGS
Trust is key, but not a Shifting focus and dollars
primary investment area. to 1st party and zero
party data.
When asked what marketing initiative
would have the most impact on achieving 84% of CMOs surveyed ranked highly the
growth goals in the next 12 months, importance of moving away from data
“building consumer trust” ranked last. sources with privacy concerns (3rd party
However, upon further probing it is evident data) to data sources that accommodate
that trust is indeed considered a critical, more stringent privacy requirements
albeit underlying, component to attaining (i.e., 1st party and zero party), which will
customer loyalty and growth. bring them closer to establishing a trust
relationship. The dollars are following. A
full 86% of respondents indicated they
are increasing spending in 1st party data;
77% are investing more in zero party data
To build trust, CMOs are sources.
investing in better data
and customer content,
not (privacy) compliance.
Asked to identify areas of investment over
the next 12 months to increase customer
trust, CMOs ranked “privacy compliance”
Data confidence
lowest. Yet they do draw a clear connection
between consumer trust and higher quality is in question.
data collection as a means to get a more
accurate view of the customer: 54% of Nearly 50% of respondents report a lack
CMOs are investing in higher quality data of confidence in the data sources they are
sources to increase consumer trust and currently using to create personalized and
help consumers learn from others like relevant messaging. But no data source is,
them. Content from customers, including or ever will be, perfect.
customer reviews, also ranked high as a
major investment area to build trust.
Earned media and brand influencers eyed for
customer acquisition.
80%+ of respondents ranked earned media as key to reducing acquisition costs. Brand
influencers and marketing to consumer communities were also seen as key investment areas
for cost-effective customer acquisition.
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Solution Guide | Consumer Trust
Clearly, there is an intersectionality
between data, consumer trust, and business
growth. With the diminishing availability of TIME TO PARTY!
traditional 3rd party data, the playing field The shifting landscape in data
is essentially being leveled for all players. collection is a call to party like never
Everyone–from established enterprises to before. It’s an opportunity to shift
direct-to-consumer startups–must make the from the passive intent signals of 3rd
shift away from a heavy reliance on party data sources to active intent
signals from consumers. And right
3rd party data sources.
now, there’s no better party than 1st
The winners and losers will be determined and zero party data:
by those brands that best adapt their
3rd Party
business models to bring them closer to the
Consumer information passively
customer, a move inherently focused on 1st
collected from website cookies,
party and zero party data. social media, apps
2nd Party
1st party data shared with a brand
partner
1st Party
Opt-in data provided directly by
customers on a brand’s website
Zero Party
Opt-in information given explicitly
by the consumer in exchange for a
more personalized recommendation
or reward
June 2021 | 6
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MAKING TRUST A PRIORITY
There is no question that CMOs and brands Part of the big picture
value consumer trust. However, it is not In one-on-one discussions, however, CMOs
considered a priority as a specific initiative cast light on where trust stands as a priority
or goal for growth. in the big picture: it is front and center. An
unwritten but deeply seated, overarching
When asked to identify which marketing
objective. They are investing in initiatives
initiatives would have the most impact on
and strategies designed to intrinsically and
their ability to reach growth goals in the
collectively lift consumer trust.
next 12 months, CMOs surveyed for this
guide ranked “Building consumer trust” “Trust is a massive priority for us,” states
last, garnering just 27% of responses (One Tariq Hassan, chief marketing officer with
third of B2C marketers ranked it among the Petco. “Petco has recently declared that
top three impacts). The top two initiatives we are no longer a traditional retailer, but
were “Creating an omni-channel customer a health and wellness company for pets.
experience” (59%) and “Improving product Trust is essential to that transformation.
differentiation” (55%). (See Figure 1.) We’re investing in determining where we
Which of the following will have the most impact on your ability
to reach your growth goals in the next 12 months? (Select top 3)
59% l Creating an omni-channel
55% customer experience
l Improving product
41% differentiation
36% l Increasing advertising
channel performance
27% l Gaining actionable
customer insights
l Driving digital transformation
within our organization
l Collecting accurate
customer data
l Building consumer trust
Fi g ure One
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Solution Guide | Consumer Trust
stand with trust among customers, industry the entire organization to make sure all
stakeholders and other key audiences.” employees and partners are conversant in
the requirements.”
For Tempur Sealy International, a leading
mattress brand, the sale begins with trust. Investing in trust
Tom Murray, the company’s executive vice When probed further on the concept of
president & chief marketing officer, explains, investing in consumer trust, CMOs draw a
“Mattresses are an infrequently purchased, clear connection between higher quality
high out-of-pocket durable product. Trust data and trust (54%), second to customer
is absolutely integral to our success and content (73%). (See Figure 2.)
consumers’ willingness to vote for our
While marketing leaders view privacy
brand.”
as increasingly important, they also
Murray emphasizes that privacy and data perceive it as a technical challenge and
protection is of significant and growing opportunity. One that can be addressed
importance to Tempur Sealy. “We are taking with investments in better quality data,
all measures to protect consumer data and omnichannel solutions, and customer
have instituted substantial training across content.
Which of the following areas are you investing in over the next
12 months to increase consumer trust? (Select top 3)
73%
l Customer content
55% (testimonials, videos)
48%
43% l Higher quality data
36% collection (e.g. opt-in
30% data directly from consumer)
l Customer reviews
16% l Better personalization
l Brand influencer programs
l Customer support
l Privacy compliance
Fi g ure Two
June 2021 | 8Solution Guide | Consumer Trust
Furthermore, CMOs understand that
consumers buy from consumers like them,
and trust helps retention, price elasticity,
and incremental sales. As Marti Walsh,
vice president-marketing with NAPA AUTO
PARTS, states, “If a customer has trust in
your product, then you have more room
for price elasticity. Loyalty is embedded
in trust across all channels, all audiences,
across the globe.”
A strong brand must continue
to build trust and maintain that
loyalty loop. We are always
looking for ways to improve
that in the march toward
monetization.
JEANINE HURRY
Business Chief Information Officer, Safety
DUPONT
LOYALTY LOOP
Tr u st
CONSUMER BRAND
Data
June 2021 | 9Solution Guide | Consumer Trust
INVESTING IN OUTCOMES
Managing customer acquisition costs Hassan says Petco is working harder on
is an eternal challenge for marketers. earned media and in more experiential ways
Proven and unproven initiatives vie for than in the past. He cites their “Stop the
attention and budget allocation. In this Shock” campaign, picked up by the New
survey, earned media emerged as the top York Times, which announced the removal
investment worthy of building brand trust, of shock collars from Petco stores last fall.
driving inbound organic interest—and
The company has also launched Petco Love
reducing acquisition costs. In fact, 80% of
Lost, a program that uses facial recognition
respondents reported increasing investment
technology to create a national database
in earned media to reduce customer
for lost pets and pet return. “Those kinds
acquisition costs.
of initiatives are meaningful and connect
with customers on an emotional level,” he
says. “If someone can say, ‘I got my dog or
cat back because of...’, that’s priceless. And
we’re seeing real, measurable impressions
on these programs.” Earned media must be
80% more strategic, Hassan asserts, “And you
have to keep doing it so that it adds up.”
Earned media is an increasing focus for
Tempur Sealy, too. “Earned media is indeed
an area we have leaned into more than we
Increasing investment
previously did,” states Murray. "With the
in earned media
emergence of an expanded array of new
(content marketing, SEO, PR)
to reduce customer acquisition costs competitors in our industry, earned media
has been an important additional means of
showcasing our experience, expertise, and
The potential of earned media products, as the leader in the industry.”
Acquisition channels often run up against
diminishing returns, while earned media is
seen as an area with more room to invest.
It has great potential to do the heavy lifting
to build consumer trust while improving
growth in recruitment and retention. By
communicating through earned channels,
brands can share their own voice, as well as
the voice of their customers.
June 2021 | 10Solution Guide | Consumer Trust
Influencers, partnerships and
word-of-mouth
In addition to earned media, CMOs
indicated they are also increasing
investment in brand influencer programs
and communities. For example, Petco is
undergoing the largest national expansion
of instore veterinary services. The brand
is also funding under-served support
models such as university-level veterinary
programs.
Earned media is more complex than before, but
it has to be a part of, and properly aligned with,
your marketing and media mix to get results.
TOM MURRAY
Executive Vice President &
Chief Marketing Officer
Tempur Sealy International
June 2021 | 11Solution Guide | Consumer Trust
SHIFTING DATA SOURCES
With increasing consumer privacy Driven by changes in business models
regulations, requirements and company Upon further examination, it becomes clear
policies, marketers recognize the need that protecting consumer data and privacy
to turn to data sources other than 3rd rights is not the impetus for pursuing 1st
party data providers to inform marketing party data sources. The very nature of
decisions. 1st and zero party data satisfies those
requirements. Rather, significant changes
A combined 84% of survey respondents
in business strategy are driving the shift.
considered it “Important” to “Very
Leading brands are making major strategic
important” to move away from 3rd party
moves toward relationship-focused
data sources to 1st party data sources
business models that are incumbent upon
that accommodate increased privacy
customer opt-in data.
requirements. (See Figure 3.)
Over the next 12 months, how important will it be to move
away from data sources with strong privacy concerns
(i.e., 3rd party data providers) to data sources that accommodate
increased privacy requirements (i.e.,1st party data)
58%
Important
19%
12% Fairly
5% Slightly
important 7%
Not important Very
important important
Fi g ure Thre e
June 2021 | 12Solution Guide | Consumer Trust
Petco’s transformation from an old school, promotion, etc.) sees the data privacy
transactional retailer to a health and protections in place, recognizes the
wellness company is a prime example. transparency of the relationship, and
“What’s happening in the data realm and forms a trust relationship with the brand.
consumer privacy requirements is not In turn, marketers obtain quality consumer
forcing us to move toward first party data, data to deliver meaningful, personalized
it’s actually an opportunity for us,” Hassan experiences.
states. He sees the value exchange inherent
The trend in increased consumer privacy
with 1st party data as a natural extension of
protection is compelling what Murray
the company’s new business model. “When
characterizes as a “required evolution in
you provide value, and a customer has a
digital transformation that many companies
positive experience with you, they are going
are pursuing, toward first party data. That
to be willing to tell you more in return.”
includes all the systems and processes that
A portal to closer customer allow marketers to better collect and better
connections protect such data.”
By investing in 1st and zero party data
“If we don’t drive first party data, we can’t
owned by the company, brands can make
get to know the customer, find out what to
major inroads on trust and customer
innovate against, create differentiation or
acquisition initiatives. A consumer who
a relationship with the customer,” explains
willingly opts in to provide information
Hassan.
directly to a brand in exchange for
something (i.e., an offer, reward, special
Our biggest strategy is
leveraging data to quantify
who our customers are and
where our growth strategies
are without alienating existing
customers.
MARTI WALSH
Vice President-Marketing
NAPA AUTO PARTS
June 2021 | 13Solution Guide | Consumer Trust
INCREASING CONFIDENCE IN DATA
“Just a few years ago, data sat in several The true challenge, though, lies in
different data lakes,” observes Hassan. increasing confidence in your capability
“Now we have one data pool. The filtering to refine the data into usable insights. “Data
is much more frequent so the data is is like big oil deposits—they’re not any good
cleaner and actionable, so our confidence unless you can refine them into a usable
in our data is on the rise.” Yet nearly 50% form,” Hassan characterizes it. “It’s easy to
of respondents surveyed cite a lack of blame the data, but it’s important to look
confidence in the data sources they are at the quality of the refinery and the use of
currently using to create personalized and the data.” He says Petco is working to build
relevant messaging. (See Figure 4.) out new capabilities to fill resource gaps to
address this.
Like Hassan, Walsh places NAPA AUTO
PARTS high on the confidence scale. But waiting for perfection is pointless,
“We believe that we have a very robust first Hassan cautions. “You have to keep moving
party data set and we’re going to be able forward and use what you have. You might
to segment it out between recruitment discover that the data you thought was
strategies and frequency strategies.” bad was actually very usable and data you
thought was highly usable was actually
low value.”
How confident are you in the data sources you are
currently using to create personalized and relevant messaging?
45%
Slightly
confident
27%
Fairly
23% confident
Confident
2% 2%
Not Very
confident confident
Fi g ure Fo ur
June 2021 | 14Solution Guide | Consumer Trust
It is important to be authentic, relevant, and
to get involved in the community and with
issues that draw in the younger generation.
TARIQ HASSAN
Vice President-Marketing
Petco
June 2021 | 15Solution Guide | Consumer Trust
THE FATE OF 3RD PARTY DATA
Not only do the majority of marketers, rank But 3rd party data isn’t going away
highly the importance of moving away from completely. In fact, it still has an important
data sources with privacy concerns (i.e., role, or roles, to play:
3rd party data sources) to data sources
• Completing the picture
that accommodate more stringent privacy
requirements (i.e., 1st party and zero party While NAPA AUTO PARTS has plenty
data sources), they are dedicated dollars of quality 1st party data, it isn’t always
to the effort. A full 86% of respondents adequate in providing the full picture.
indicated they are increasing spending in That’s where specific 3rd party data sets
1st party data; 77% are investing more in bring value. Walsh explains, “Being able to
zero party data sources. layer third party data with first party can fill
in the holes in our insights and allow us to
create a more robust consumer journey.”
Likewise, Murray says, “Third party data can
add texture and understanding to a partial
picture that you might have with, or in the
86% absence of, first party data.” What’s more,
consumer willingness to provide data might
be limited, thus making 3rd party data
necessary to enable more sophisticated
modeling and profiling of customers.
Increasing strategic investment • Insights on macro trends and themes
in 1st party data sources Hassan sees value in 3rd party data to
inform on macro trends and key themes.
“We’re following humanization trends
which are further out. Third party data
helps us see signals there,” explains Hassan.
“It can also provide great insights for
77% innovation, collaboration, demographic and
cultural shifts. Third party information is an
important part of our insights model.”
Increasing strategic investment
in zero party data sources
June 2021 | 16Solution Guide | Consumer Trust
• Powerful messaging tool • Enable experimentation
For Tempur Sealy, 3rd party validation Many CMOs also see the value in 3rd party
is a critical source of establishing trust. data as a way to enable test-and-see
“Tempurpedic, our flagship brand, is campaigns. The data provides more room
the most highly recommended brand for experimentation than 1st party or zero
in America,” says Murray, noting a 95% party data.
referral rate. “BrandSpark recently
recognized us with the Most Trusted Award
in our category,” he adds. “We’re able to
incorporate those third party ratings as a
big part of our messaging.” He says the
company also strives to motivate customers
to review and rate their products across the
corporate websites and 3rd party retailer
websites.
June 2021 | 17Solution Guide | Consumer Trust
TYING TRUST TO REVENUE
Traditional metrics such as Net Promoter
Scores (NPS) are losing relevance and
value as marketers move towards business
models built around 1st and zero party data.
The lifetime value of homegrown data is a
richer means to understanding today and
tomorrow. Marketers must be able to tie
KPIs around brand health back to revenue.
Petco, for example, is no longer relying on
NPS. “Everybody loves NPS while it’s going
up, but when it drops it becomes a blunt
instrument that you can’t determine what
made it drop,” Hassan explains.
He says Petco is retooling brand equity with
much deeper and building what he calls
a “brand equity stack” that includes data
they currently have, such as the drivers to
the business and the financial implications
determine if there is a revenue impact when
of those drivers, as well as the voice of
both are high. Or do we see an increase in
the customer and the voice of the partner
revenue stream when one or the other is
(store employees).
high?” He says the company is also looking
“By taking customer satisfaction down to at the financial implication and inter-
the store level,” Hassan states, “we’re able relationship between customer satisfaction
to look at the co-relationship between and drivers to the business when they
external and internal measurements and increase a point of brand consideration.
June 2021 | 18Solution Guide | Consumer Trust
A TRANSFORMATION
From a Transactional Model to a Trust Model
Marketers see 1st and zero party data Marketers on this transformation journey
as critical to driving closer relationships find themselves evolving through four
with their customers. For many, it is an stages:
opportunity to significantly transform the
organization from a transactional model to
a relationship model with customers built
Transactional 1
around lifestyle, affinities, and experiences.
Creating high moments of engagement and
making personal, emotional connections
2 Relational
with consumer communities fosters a trust
relationship. With trust, comes an increased
consumer propensity to share data
Community 3
directly with brands and engage in future
transactions.
4 Trust
June 2021 | 19Solution Guide | Consumer Trust
Stage 1: Transactional
This is a familiar stage for many brands, particularly
traditional store-front retailers and established
B2B organizations. Markers of businesses at the Stage 2: Relational
Transactional stage include:
• Primarily focused on one-time sales Brands at this stage are making the first move
• 3rd party data collection to drive clicks toward transformation away from a purely
to revenue. transactional model to a relational experience that
fosters repeat purchases. At this stage, marketers
• Single channel view of the customer
are investing in 1st and zero party data collection
The external push for consumer data privacy, methods across the customer journey and finding
however, actually sets a level playing field that messaging opportunities to suggest additional
benefits brands at this stage. It gives these product and service experiences. The technical and
marketers an opportunity to catch up with cultural shifts in the business include:
newer players who have purpose-built their data
• Developing a customer journey map
strategies and platforms but still have to play by
the same privacy requirements. • Investing in first and zero party data collection
• Identifying moments in the journey to build
brand affinity
• Creating multi-channel engagement
Stage 3: Community
Here, organizations are integrating systems Stage 4: Trust
and resources that builds brand preference.
Nurturing a trust based relationship driven This business model has successfully moved
via a transparent value exchange through all an organization from one of sales to service
interactions. During this stage marketers are in which a two-way trust relationship has
investing in: been established that enables personalized
• A lifetime value model and relevant messaging. At this stage,
marketers have:
• Omnichannel analytics and systems of insight
to tie brand health to behavioral KPIs • A data collection mindset that prioritizes
a clear value exchange with the customer
• Influencer/community programs
• Omnichannel view of data
• Creating a data refinery system required to
advance to stage 4 • Complete understanding of purchasing
behavior
This begins to lay the foundation of a
community relationship with customers in which • Continual data refinement systems
the brand is at the center meeting consumers • A predictive lens into consumer behavior
at their moments of need with products and
Brands that are operating at this stage have
services.
established themselves as a trusted advisor,
partner, advocate for their customers—
a relationship that provides pricing power
as a category leader.
June 2021 | 20Solution Guide | Consumer Trust
TRUST TRANSFORMATION
Trusted advisor for car solutions Creating moments that matter
To advance the organization’s evolution
NAPA AUTO PARTS is in the driver’s seat. to a relationship model, Walsh says they
Marti Walsh, the brand’s vice president- are focusing on asset optimization. “We’re
marketing, is flush with 1st party data and determining how to best overlay the right
has a vision of where it can take them. “We passions against the right consumer growth
are working to become a trusted advisor for strategies to connect with them in the
customers on their automotive solutions, moments that matter. If we can make that
not just a parts store when a car is broken,” emotional connection, then we can create
says Walsh. “Our North Star is to be able a conversation with them outside of the
to understand not only purchase behavior transactional nature of their relationship
but also driving patterns to proactively with us.”
prompt incremental purchase. We want
to be able to reach out to a customer to Walsh sees great opportunities to make
say, for example, ‘Based on your driving inroads particularly in recruitment efforts
behavior and weather conditions in your by connecting with audiences on a deeper,
area, it looks like it’s time to replace your personal level. She cites the example of a
windshield wipers. NAPA AUTO PARTS has newly licensed 16-year-old. “Think about
what you need.’” what freedom means to a 16-year-old.
Getting your driver’s license is the ultimate
Building the infrastructure definition. You get that set of car keys, take
Realizing that transformational vision off out of the driveway with the windows
requires a reset on data refinery and down and the tunes are up. There’s nothing
infrastructure, methodically building the like that feeling,” she observes. “The sooner
right DMP or CMP, and creating a story that we can trigger that emotional memory with
demonstrates security to consumers so the right consumer, the longer lifetime value
they feel comfortable sharing their personal we can create.”
data. “Ultimately that drives incremental
sales,” Walsh states.
June 2021 | 21Solution Guide | Consumer Trust
TRUST TRANSFORMATION
Predictive care
Health & Wellness Advocate
The end goal with the transformation is
for Pets very high value, according to Hassan. “We
Pets are people, too. In essence, that’s the want to move to a more proactive mindset,
lens Petco is using to evolve from a product much like your medical care with your
model to a care model, much like personal personal physician. Our goal is to use the
health care. Tariq Hassan, chief marketing two-way value exchange of first party data
officer with Petco, explains, “Transforming to provide preventative care for customers’
into a health and wellness company for pets on serious health issues, and eventually
pets means putting a human standard on moving towards early diagnostics. It’s all
the decision making for those who can’t part of this humanization trend.”
advocate on their behalf. It’s asking, ‘What One area Petco is already exploring in this
would we want if we were pets?’” vein is in payment platforms, such as Go
Personalized messaging Fund Me. “We’re looking at ways to ensure
Integral to this transition is personalization. that no family has to make a decision
Hassan says, “We’re moving to a between paying rent and putting down
personalized model in which there’s value- their pet.”
add for the customer who gives us the
ability to personalize messages because we
can increase care for their pet.”
To enable personalization, Hassan says it’s
imperative to continue driving what he calls
“sign-in value” via mobile app, for example,
to obtain 1st party customer information.
“With that information, we can understand
the customer’s needs, provide better pet
care, and become more predictive. As a
result, the likelihood of the customer giving
us information to help keep improving our
messaging will, in theory, increase. He adds,
“The customer then becomes part of our
innovation model because that data should
also help us drive change.”
June 2021 | 22Solution Guide | Consumer Trust
CONCLUSION
CMO Framework for Success
Customer trust is built not at the behest 2. Recognize customers for who they are,
of consumer privacy requirements or tech not just what they buy.
restrictions, but through a fundamental To connect with your customers on a
drive to connect with customers on a deeper level, you need to understand how
personal level for lifetime value. And it is they identify. Behavioral and transactional
not something you can select and buy. data are valuable, but temporal. Identity
Rather, it is an accumulation of tangible attributes like profession, affiliation and
activities and programs that together form lifestage have staying power. And they’re
a collective sense of trust. meaningful. If I become a veterinarian or a
Marketers are transforming the organization teacher, I feel rewarded when a brand builds
to better understand customer identity a program for my community. In recent
through the way they collect data. They’re surveys, identity was recognized as the
finding that 1st and zero party data is a most powerful attribute for a personalized
promising avenue to that end. message.
1. Up your data game. 3. Optimize experiences, not just
transactions.
In the digital world, data equals
opportunity. But it’s quality, not quantity, The adage “give to get” is even more
that matters. Data that represents your important in today’s digital world, as the
customers best is data that is provided internet has neutered traditional areas
directly by them. First party data is an of differentiation like place, price and
important step to building trust, but it’s selection. These moments can be subtle
not the endpoint. but important. An exclusive offer, a data
preference center, a product finder,
To build relationships that create advocacy chatbot experience, or VIP event are all
in your consumer community, you need opportunities to ask for zero party data
to invest in zero party data, where your in return for helping solve a problem or
customer is actively providing information connect with others in the community.
on who they are and what they need to
serve them in their immediate time of need. The way to stand out and win in today’s
marketplace is to create experiences that
serve your customers aspirations in your
product category.
June 2021 | 23Solution Guide | Consumer Trust
4. Look for digital opportunities to say,
“Hello, how can I help?”
Digital is where the modern customer
relationship is initiated. Historically, 3rd
party data has been where personalization
began. Now that 3rd party data is in the
rearview mirror, marketers need a new
way to make an introduction.
A successful approach is to create an
offer that is exclusive to a community
like college students, new home owners,
or veterinarians. To access the offer,
the customer is required to prove their
eligibility, providing you an opportunity
to say “hello” and build a relationship.
These moments are easy to scale and
build goodwill.
5. Invest in communities that can spread
your message.
Skepticism is at an all-time high, particularly
with Gen Z and millenials. To create a
message people will want to share is to
deliver a value-oriented message that
people trust. Investing in causes that are
dear to your community and support your
brand promise is a good news story just
waiting to happen. Over the last year, this
trend has been accelerated as brands have
supported first-responders, health workers,
front-line workers and the like during the
pandemic. And it’s not going away.
With immense levels of choice, consumers
will gravitate towards the brands that
support the communities to which they
belong.
June 2021 | 24Solution Guide | Consumer Trust
ABOUT THE THOUGHT LEADERS
The CMO Club SheerID
The CMO Club is a community for heads SheerID is the leader in identity marketing.
of marketing to come together, share With SheerID, brands identify and
ideas, be inspired, and solve their toughest acquire consumer communities—such
challenges in an exclusive, candid, and as the military, students, teachers, and
trusted environment. Tailored exclusively for more—with personalized offers, gated by
top marketing executives, the club prides instant verification from the largest set
itself on being the most innovative and of authoritative data worldwide. SheerID
engaged community of senior marketing verifies over 2.5 billion people via 9,000
leaders in the world. Membership is 650+ authoritative data sources; provides global
CMOs strong and growing, representing insights from hundreds of the world's
both B2B and B2C brands, with Chapters leading brands, and never shares or sells
in over 30 cities across the globe. Fueled customer data. As a result, the world’s
by dynamic peer-to-peer problem-solving, biggest brands—including Amazon, Target,
inspirational and educational events, and Spotify, and T-Mobile—rely on SheerID as
insights into the latest marketing trends their identity marketing partner. Founded in
and cutting-edge innovation, the CMO 2011, SheerID is backed by Arnold Venture
Club is the place to be for the world’s top Group, Centana Growth Partners, CVC
marketing executives. For more details, Growth Partners, and Voyager Capital.
please visit www.thecmoclub.com.
June 2021 | 25You can also read
