{"id":13661,"date":"2026-09-22T15:24:35","date_gmt":"2026-09-22T15:24:35","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13661"},"modified":"2026-09-22T15:26:38","modified_gmt":"2026-09-22T15:26:38","slug":"why-customer-trust-is-the-new-growth-strategy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/why-customer-trust-is-the-new-growth-strategy\/","title":{"rendered":"The Competitive Advantage No One Can Copy: Why Customer Trust Is the New Growth Strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">For decades, businesses competed on products. Then they competed on price. Then they competed on customer experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, we are entering a new era.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the age of Agentic AI, where technology is becoming increasingly accessible and intelligent, the true differentiator is no longer what companies build.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s how much customers trust them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technology can be replicated and features can be copied.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI capabilities will quickly become the new standard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trust is becoming the only competitive advantage that cannot be easily reproduced.<\/p>\n\n\n\n<h2 id=\"h-the-ai-era-is-raising-the-bar\" class=\"wp-block-heading\"><strong>The AI Era Is Raising the Bar<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Artificial intelligence is transforming every aspect of marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Salesforce Data Cloud, Marketing Cloud, and Agentforce, organizations can understand customers in real time, automate journeys, and deliver personalized experiences at scale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Salesforce&#8217;s State of the Connected Customer, 88% of customers say the experience a company provides is as important as its products or services, while 73% expect companies to understand their unique needs and expectations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customers no longer compare brands only by what they sell.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They compare them by how they make them feel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Trust Is Built in Every Interaction<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Every campaign.<\/li>\n\n\n\n<li>Every service interaction.<\/li>\n\n\n\n<li>Every recommendation.<\/li>\n\n\n\n<li>Every AI-generated response.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Each one either strengthens trust or weakens it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As organizations increasingly rely on AI agents to engage customers, trust can no longer be delegated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It must be intentionally designed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is why Salesforce&#8217;s vision of <strong>Trusted AI<\/strong> is so important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI should enhance relationships, not replace them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technology should create confidence, not uncertainty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The New Role of Marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing has always been about understanding people.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI simply gives us better tools to do it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The future marketer will no longer be measured by how many campaigns they launch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They will be measured by how well they orchestrate relationships across the entire customer lifecycle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The future CMO becomes the guardian of customer trust.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Every message.<\/li>\n\n\n\n<li>Every experience.<\/li>\n\n\n\n<li>Every interaction.<\/li>\n\n\n\n<li>Every AI agent.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Must reinforce one simple question: &#8220;Would I trust this brand?&#8221;<\/p>\n\n\n<aside class=\"contextual-driver has-text-align-left\">\n\t<header>\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tBecome an Agentic Enterprise\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p>Watch our demos to see agents in actions and how you can get started.<\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/eu\/agentforce\/demos\/overview\/\" target=\"_blank\">\n\t\t\t\t<span>Watch demos<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-bar-chart\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@1x.png\"\n\t\talt=\"Illustration of bar-chart\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Trust Starts Inside the Organization<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer trust begins with employee trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organizations that embrace Agentic AI successfully don&#8217;t start with technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They start with culture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When employees understand why AI is being introduced, feel empowered to use it, and trust the organization&#8217;s vision, they become its greatest ambassadors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technology adoption follows trust, not the other way around.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Purpose Creates Trust<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As Head of Marketing at Salesforce Switzerland, entrepreneur, and mental trainer, I&#8217;ve learned that trust grows when people experience consistency between what we say and what we do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Purpose is what creates that consistency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It guides decisions when no one is watching and it shapes culture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It gives AI the context it needs to serve people responsibly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Purpose isn&#8217;t a slogan, it&#8217;s an operating system.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Leadership Question<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As AI becomes embedded into every customer journey, perhaps the most important question leaders should ask is not:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;How can AI make us more productive?&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But rather:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;How can AI help us become more trustworthy?&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because customers may remember what you sold them. But they will never forget how safe, respected, and understood you made them feel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Final Thought<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Technology creates possibilities, purpose creates direction and trust creates lasting relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The organizations that thrive in the Agentic Era will not simply have the smartest AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They will have earned the confidence of the people they serve and that is a competitive advantage no technology can replicate.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>&#8220;In the age of AI, intelligence may attract customers, but trust is what keeps them.&#8221;<\/strong><\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fwhy-customer-trust-is-the-new-growth-strategy%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=The%20Competitive%20Advantage%20No%20One%20Can%20Copy%3A%20Why%20Customer%20Trust%20Is%20the%20New%20Growth%20Strategy\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 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\/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"The Competitive Advantage No One Can Copy: Why Customer Trust Is the New Growth Strategy\" https:\/\/www.salesforce.com\/eu\/blog\/why-customer-trust-is-the-new-growth-strategy\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n<aside class=\"contextual-driver has-text-align-left\">\n\t<header>\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tDiscover more\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><strong>Explore more articles from my Marketing With Purpose<\/strong> series, where I share perspectives on Agentic AI, leadership, marketing, customer experience, and the future of work:<\/p><p><strong>Or listen to the Salesforce Spotlight Podcast<\/strong>, where I speak with CEOs, CMOs, CIOs, and transformation leaders about their journey toward becoming Agentic Enterprises and the leadership lessons shaping the future of business.<\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/author\/vanessa-gentile\/\" target=\"_blank\">\n\t\t\t\t<span>Find all the articles and episodes here<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-bar-chart\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/client-mu-plugins\/salesforce-shared\/assets\/images\/article-tidbit-bar-chart-large@1x.png\"\n\t\talt=\"Illustration of bar-chart\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Marketing with Purpose | By Vanessa Gentile, Head of Marketing, Salesforce Switzerland<\/p>\n","protected":false},"author":757,"featured_media":13664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"134897564547675434454343","post_meta_title":"","ai_synopsis":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[10],"sf_content_type":[437],"coauthors":[501,137],"class_list":["post-13661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_content_type-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Competitive Advantage No One Can Copy: Why Customer Trust Is the New Growth Strategy - Salesforce<\/title>\n<meta name=\"description\" content=\"Marketing with Purpose | By Vanessa Gentile, Head of Marketing, Salesforce Switzerland\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/why-customer-trust-is-the-new-growth-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Competitive Advantage No One Can Copy: Why Customer Trust Is the New Growth Strategy\" \/>\n<meta property=\"og:description\" content=\"Marketing with Purpose | By Vanessa Gentile, Head of Marketing, Salesforce Switzerland\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/why-customer-trust-is-the-new-growth-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta 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