Understand your customers to build trust across the journey

In a market where customers switch brands after a single poor experience, trust and experience are no longer differentiators — they’re survival strategies. Brands need to clearly articulate what makes them worth choosing — and re-choosing.

1. Service makes or breaks the customer bond: Almost 69% of customers would consider switching after a bad experience, and almost 88% are more likely to repurchase after a good service. Loyalty programs need to be designed for retention not just rewards.
2. Trust is the new currency: Trust is a key factor to attract, grow and retain customers – from building awareness of the brand and product, ensuring quality and value, and transacting and keeping data secure. Brands must earn trust where it matters most – not just where they’re most visible.
3. There’s untapped potential in channels: Customers use a wide range of sources to discover brands, but preferences differ by industry. Word of mouth is the most trusted channel (trusted by 74%), while popular channels like social media and online ads suffer from credibility gaps. Traditional media maintains solid trust with TV at 49%, print at 49% and radio at 46%. Awareness strategies must be context-aware – shaped by the nature of the product, the decision-making journey, and the customer’s mindset.
4. Emerging tech is changing the game: Technology can power personalisation, efficiencies and connected channel experiences. When done well, technology supports companies to build trust and loyalty; and the appetite is there. Half of retail and supermarket customers are willing to try AI, augmented reality and virtual reality shopping experiences, rising to as high as 63% for younger Aussies.
5. Speed of response drives satisfaction: 75% of consumers believe it takes too long to get a service response. 58% expect near instant online messaging replies (<5 minutes), while 82% expect phone support <10 minutes.

• Make trust your growth engine across the journey: Prioritise the most trusted touchpoints to drive awareness and consideration, not just the loudest channels.
• Customise channel strategies: Tailor strategies by industry and segment. When driving awareness, used a mix of digital and traditional channels.
• Personalise with precision, not universally: Target personalisation where it drives value and provide clear alternatives for privacy-sensitive customers.
• Redefine value for a price-sensitive market: Focus on delivering clear value through price, quality, and performance.
• Eliminate purchase friction to win the moment: Simplify checkout, maintain accessible support, and provide multiple payment options to enhance convenience.
• Create a Connected Operating Model: Integrate channels, data, and service operations for a seamless experience.
• Turn service into a retention engine: Ensure smart handoffs for complex issues, as service quality is crucial for retention.
• Design loyalty for retention, not just rewards: Shift from reward-centric approaches to value-led benefits like discounts and cashback.

If you would benefit from more details specific to your industry, or want to know more at the demographic level, contact brett.fairbank@au.pwc.com, laurence.dell@au.pwc.com, tracey.henderson@au.pwc.com, brian.man@au.pwc.com or barry.trubridge@au.pwc.com.

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