Log in
Forgot password ?
Become a member for free
Sign up
Sign up
New member
Sign up for FREE
New customer
Discover our services
Dynamic quotes 


SummaryMost relevantAll NewsAnalyst Reco.Other languagesPress ReleasesOfficial PublicationsSector newsMarketScreener Strategies

Salesforce com : Nearly Half of U.S. Consumers Have Lost Trust in a Brand This Past Year

06/01/2021 | 08:31am EDT

Quick take: 48% of U.S. consumers say misuse of their personal information has caused them to lose trust in a brand during the pandemic. Salesforce Global Innovation Evangelist Brian Solis shares survey findings and insights for nurturing customer relationships post-pandemic.

Consumers are ready to spend as the pandemic wanes - both the data and a trip to any public place make that clear. But, something is holding them back; something more personal in this digital-first world.

In a recent Salesforce survey, nearly half of U.S. consumers say misuse of their personal information has caused them to lose trust in a brand during the pandemic, and 50% say it has been difficult to trust brands since the pandemic began. This is exactly the wrong time to lose trust and the right time to earn trustworthiness.

With a gap between consumers eager to spend and those who are also comfortable engaging deeply with the brands they're buying from, the question becomes, 'how can brands learn to build trust and long-term relationships with consumers in a post-pandemic era?'

New insights point to first-party data paired with great customer experiences as critical.

Since pandemic's onset, consumers struggle to regain trust

COVID-19 has accelerated digital interactions; in fact, Salesforce Commerce Cloud supported over 3 million transactions a day in 2020 - up more than 100% YoY. This comes with opportunities to grow with new audiences. But it also comes with challenges. Digital transformation, poorly handled, can mean a greater chance for issues like gaps in customer service and misuse of personal information like data breaches and hyper-targeted marketing.

  • 50% of U.S. consumers say it is difficult to trust brands since the pandemic began
  • 57% of U.S. consumers say poor customer service has caused them to lose trust in a brand during the pandemic
  • 48% of U.S. consumers say misuse of their personal information has caused them to lose trust in a brand during the pandemic
    • 70% of Gen Z consumers say misuse of their personal information has caused them to lose trust in a brand during the pandemic
  • 45% U.S. consumers say incessant advertising has caused them to lose trust in a brand during the pandemic
Leveraging direct and in-person consumer interactions can help

Gathering data through direct interactions with customers is one way to build trust post-pandemic, according to the data. It's a chance to demonstrate digital empathy, to show customers that their data is being used to deliver better, more personal experiences. And as the physical and digital worlds merge, collecting data through in-person customer interactions can positively build trust between brands and consumers. As the trust divide widens, giving consumers autonomy over their personal information could provide the foundation for strong brand relationships.

  • 73% of U.S. consumers prefer brands who share relevant content with them based solely on direct interactions
  • 61% of U.S. Consumers trust brands with their personal information when given in-person versus online
Offer incentives, loyalty programs, and give back to strengthen relationships

There are concrete steps brands can take to build stronger relationships with their customers - especially as we see younger generations hungry to deepen their connections with companies.

  • 41% of U.S. consumers would like to have deeper relationships with brands than they have now
    • About half of Gen Z and Millennials would like to have deeper relationships with brands than they have now
Actions that have a positive impact on customer/brand relationships
Regulated industries hold more trust in the eyes of the consumer

Recent data shows too, which industries are leading with strong brand relationships among the U.S. consumer base. Industry playbooks are going to be more important now than ever before as industries continue to learn from one another in how to deliver trusted experiences to their customers.

Industries most effective at building strong brand relationships

Strong brand relationships encompass many different factors, but one large factor in building these connections is undoubtedly trust. Highly regulated industries like Healthcare, Transportation & Hospitality and Financial Services have laid the groundwork for trusted protection of personal information.

Industries most trusted by consumers
Survey methodology

Salesforce conducted a double-blind online survey of consumers in the United States. Data was collected between May 20 and May 25, 2021 and yielded 627 responses.


salesforce.com Inc. published this content on 01 June 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 01 June 2021 12:30:01 UTC.

ę Publicnow 2021
All news about SALESFORCE.COM, INC.
02:24pSALESFORCE COM : How Discrete Manufacturing Can Go Digital with Field Service
01:14p1,000 YOUNG PEOPLE HAVE FOUND JOBS A : Read Their Stories
01:14pSALESFORCE COM : What Innovative Marketers Have Learned About Digital Transforma..
08:14aSALESFORCE COM : People Trust Government More When Their Digital Experience Is B..
07/27INSIDER TRENDS : Salesforce.com Insider Sale Scales Back 90-Days of Buys
07/27SALESFORCE COM : Insider Trading Report (SEC Filing - 4)
07/27SALESFORCE COM : Email Mistakes Are Brutal — These Marketers Shared Their ..
07/27SALESFORCE COM : Impact Fund Sparks Change by Leveling the Playing Field
07/23S&P 500 Posts 2% Weekly Gain to Fresh Closing High, Led by Communication Serv..
07/23SALESFORCE COM : The 4 Most Common Customer Objections, and How Sales Teams Shou..
More news
Financials (USD)
Sales 2022 25 993 M - -
Net income 2022 175 M - -
Net cash 2022 1 998 M - -
P/E ratio 2022 1 097x
Yield 2022 -
Capitalization 237 B 237 B -
EV / Sales 2022 9,04x
EV / Sales 2023 7,41x
Nbr of Employees 56 606
Free-Float 96,3%
Duration : Period :
Salesforce.com, Inc. Technical Analysis Chart | MarketScreener
Full-screen chart
Technical analysis trends SALESFORCE.COM, INC.
Short TermMid-TermLong Term
Income Statement Evolution
Mean consensus BUY
Number of Analysts 49
Last Close Price 243,96 $
Average target price 279,83 $
Spread / Average Target 14,7%
EPS Revisions
Managers and Directors
Marc Russell Benioff Chairman & Chief Executive Officer
Alexandre Dayon Co-President & Chief Strategy Officer
Amy E. Weaver Co-President & Chief Financial Officer
Srinivas Tallapragada Co-President & Chief Engineering Officer
Bret Steven Taylor Co-President & Chief Operating Officer
Sector and Competitors
1st jan.Capi. (M$)
SALESFORCE.COM, INC.9.63%236 577
CLOUDFLARE, INC.51.95%35 868
DYNATRACE, INC.44.42%17 761
SINCH AB30.45%14 680
ANAPLAN, INC.-22.52%8 057
NUTANIX, INC.13.56%7 657