Embrace a trust by design approach as you weave tech-driven touchpoints into the way customers experience your brand. This helps grocers reap the benefits of advanced technology investments over the short and long term, all while reinforcing trust as a market differentiator.
Why is trust by design integral to the customer experience?
Consumers have come to expect a different kind of experience from retailers, including the grocers who feed and fuel Canada’s families every day. Artificial intelligence (AI) offers grocers across Canada seemingly endless new ways to enhance that customer experience. These tools can help you draw on personal information to customize experiences, offers and interactions online or in store.
Deploying these technologies at scale entails using large amounts of data in ways that may feel new for grocers. And for consumers to feel comfortable participating in these digital experiences, they must trust that the organization knows what it’s doing with new technologies and is approaching the process responsibly and transparently.
Putting customers at the centre of an operating model that’s grounded in digital trust tends to give people the confidence to visit, interact and share data with you more willingly. This generates important intelligence you can use to further personalize the customer experience and shows folks you’re thinking beyond profit to deliver a more meaningful impact.
In the grocery context, that means thinking about how to deliver the experience without putting customers at risk. That’s why employing these advanced technologies to improve customer experience requires organizations to bring stakeholders and decision-makers from privacy, cybersecurity, IT and other functional areas together at the beginning of the planning process, not after the fact.
How can grocers meet customer experience expectations without jeopardizing privacy?
Technologies must be integrated, used and used in ways that show consumers you respect their rights and will keep their personal information safe. This is the linchpin that motivates consumers to share information in the first place and trust the process at every stage of the customer journey.
According to the EY Future Consumer Index, consumers are willing to pay extra for brands they trust, up from 25% in February 2022 to 35% in October 2023. People must feel confident that privacy is considered paramount, data will be used ethically, and where AI comes in, that it’s done responsibly