TECH SUPPLIER Mar 2020 - Conference Proceeding: Tech Supplier - Doc # DR2020_T3_DM

Consumer Trust and Empathy: The Intangible, Soft Side of the New Rules of Engagement

By: David MyhrerResearch Vice President

Abstract

These event proceedings were presented at IDC Directions in March 2020.

Customers are the catalyst for change by adopting technologies that are rewriting how they engage, what channels they use, and what experience they want. Companies need to embrace new "rules of engagement" to address evolving consumer expectations regarding this new type of experience based on trust. Yet, without empathy, these efforts will fall flat. More than ever, consumers want to do business with competent companies that genuinely care and consistently fulfill their promises. Distrustful of advertising, consumers judge this based on real-life experiences — their own and those of other people. Building consumer trust in this new world requires genuine empathy, competence, character, and conviction, as consumers increasingly relate to brands the way they relate to other people. This session looks at how consumers are driving change by their adoption of technology and how companies must adapt to build trust and deliver on the new expectations and experience they want.


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