Authenticity builds trust. How can brands maintain it?
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A survey of 1,600 U.S. and UK consumers found that 93% believe authentic engagement builds trust, while 85% are willing to pay more for authentic brands. Authentic customer service is crucial, with consumers valuing quick response times, flexible communication channels, and a human tone.
A recent survey of 1,600 consumers in the U.S. and UK revealed that authenticity is key to building trust with brands. Nearly all respondents (93%) said authentic engagement builds trust, and 85% are willing to pay more for brands they perceive as authentic. Consumers define authenticity as honest communication, keeping promises, and consistent behavior. In customer service, authenticity is vital, with over 80% of respondents expecting authentic interactions. To achieve this, brands should prioritize quick response times, flexible communication channels, and a human tone. Companies can maintain authenticity while using AI by being transparent about its use and offering the option to switch to live support.
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