Transactions work with an “opt-in opt-out” mechanism.

[nrumohammadx1]

Personalization and trust are two concepts that are intimately connected. There is an extraordinarily powerful logical, symbolic and semantic correlation between them , which we can summarize, beyond generic intuitions, under two aspects , both crucial for business action.

From the pandemic to climate change, the events of recent years have transformed our lives to an extent that we are probably not yet fully aware of. In a context in which the points of reference that we have long taken for granted have been swept away, consumers are looking above all for solid foundations: 88% of them believe that trust is, today, in light of the changes underway, even more important, the resource that guarantees the success of any commercial relationship.

On the other hand, the evolution in data collection and analysis technology, the iran whatsapp resource explosion of social media and more generally the increasingly granular knowledge that comes from the exploitation of digital channels and tools can be considered as the answer (and at the same time the cause) of a widespread collective attitude: each of us wants to be seen, recognized, listened to. Each of us asks to be called by name by the companies to which we give our attention and trust . Each of us asks with ever greater insistence to participate in communications that no longer have to be simply bidirectional but fully personalized. And the digital acceleration of recent years has done nothing but give impetus to a demand for large-scale personalization , so much so that today the majority of customers ( 73% ) expect companies to fully understand the uniqueness of their needs and expectations .

Starting from a common root (the humanity of the actors involved), personalization and trust branch out, reinforcing each other in every area of ​​our daily life, and therefore also within the system of commercial relations. Let's try to clarify.

To unlock the opt-in, the option for which a person agrees to be involved in an activity, the only possibility is to be perceived as trustworthy enough to obtain the consent of that specific person. If on the one hand trust is confirmed as a human fact, subjective, eminently personal, on the other hand for it to function as a currency of exchange, it is necessary that it be specified, that it be declined with respect to the individual attributes of the single customer. In this sense, personalization is a constitutive element of relationships of trust , it always has been. And today, that consumer experiences are becoming digital-first, even more so.