Customer centricity: when brands talk about listening to customers... without really listening to their customers

The paradox of customer centricity

Brands love to proclaim their love for their customers: slogans, value statements, promises of a ‘human-centred’ experience. They want to be ‘customer-centric’, at the heart of their discourse and strategy.

However, once we take the step of giving real customers a direct voice — through their recommendations, opinions and public statements — our reflexes change: moderation, filtering, control, selection of ‘clean’ cases.

This discrepancy between rhetoric (“the customer is king”) and reality (I control what the customer should say or not say, according to my own terms) undermines brand credibility in an era of proof of use and transparency.

It is this paradox that we will explore: why so many brands are willing to invest in influencers — but hesitate to activate their actual customers.

What the numbers say

Here are some figures, gleaned from available studies, which shed light on this behaviour.

• In the automotive sector, a study by the Reputation agency indicates that 56% of European consumers say they ‘consult reviews and/or social media for major purchases such as a car’.

• Another source (industry blog) mentions that ‘over 90% of car buyers consult online reviews when purchasing a car.’

• On influencer marketing:

  • 69% of consumers say they trust recommendations from a friend or influencer more than those from a brand itself. (source)

  • A study indicates that only 37% of consumers trust influencers ‘more than the brand’.

  • Others show that, in reality, confidence is declining: in the “Influencer Trust Index”, only 74% trust or somewhat trust influencer content, compared to 87% for traditional advertising in the United States.

• Regarding the use of paid influencers: the influencer marketing industry is growing rapidly, which shows that brands are very active in this area (source)

Summary of lessons learned:

• For major purchases (such as cars), consulting third-party reviews/testimonials has become virtually essential (>50%, often >90%).

• Brands have long known that social proof (reviews, recommendations) carries significant weight in purchasing decisions.

• Paradoxically, brands are much more inclined to hire paid influencers than to openly activate real, unpaid customers as spokespersons.

• This indicates a gap between ‘we say we listen to the customer’ and ‘we let the customer speak freely/publicly’.

The automotive sector: an industry obsessed with image

Let us take the example of the automotive sector, a very large investor in advertising worldwide.

• Brands invest millions in customer experience, design, and premium service (for premium and luxury brands).

• However, when we look at their customer advocacy policy, we often notice: selected video testimonials, no paid media, few public forums, customers moderated by the brand, and little promotion of “ordinary” customers.

• But data shows that buyers seek out these reviews: over 90% read reviews before making a purchase (or even ‘over 90%’ according to Embedsocial).

• What this suggests: while customers are willing to give their opinions and seek them out, brands may be reluctant to open this channel publicly because it exposes them to potentially negative feedback and a loss of control over the narrative. Put simply, they (often) lack the structure to make the most of it.

Implications:

• A brand that says ‘the customer is at the heart’ but does not allow that customer to be visible or speak freely may appear inauthentic.

• In the premium/luxury sector, where image is key, the temptation to ‘control’ even more is strong — and this conflicts with the unfiltered social proof that customers are looking for.

What the United States reveals: same dynamics, same effects

In the United States, the use of influencers is even more common:

• 63% of consumers say they are more likely to purchase a product recommended by an influencer than a product that is not recommended. (source)

• However, when it comes to trust, only 5% of consumers say they ‘completely trust’ influencer content. (source)

• This creates a double standard: brands invest, but the quality of trust is uncertain. Conversely, it is customer reviews (unpaid, freely given) that are often perceived as more reliable.

Thus, the tension is widespread: talking about being “customer-centric” is one thing, but allowing customers to participate in the conversation (and sometimes criticise) is another.

BuyTryShare: reconnecting promises and proof

It is in this middle ground, between the brand that speaks and the customer who takes a back seat, that the opportunity lies:

• give real customers the opportunity to become certified ambassadors (not paid influencers, but authentic users);

• integrate their proof of use and testimonials into media channels (TV, press, cinema and digital) in a transparent manner;

• enable the brand to maintain media consistency and legal compliance, while giving the microphone to real experiences.

With this approach, the brand moves from simple ‘customer-centric talk’ to genuine ‘customer-proof action’. It aligns:

• Promise (the customer is at the heart)

• Proof (the customer speaks freely, visibly)

• Delivery (the brand uses this authentic voice across its channels).

The media showcase: preserving creativity, enhancing evidence

Television, cinema and print media remain the most powerful platforms for enhancing an advertising message. Their emotional impact and production quality should not be compromised by functional or informative elements such as ratings or reviews.

That is why, in the BuyTryShare system, customer proof never interferes with the original creation. The review, rating and call-to-action (QR code, link, etc.) are displayed in a separate message, immediately adjacent to the advertisement, with a dedicated background and format designed and approved by the brand and its agency.

Thus, the creative signature remains intact, while authentic proof is expressed in a complementary, harmonious and certified space.

The media retains all its nobility, the brand all its mastery, and the consumer, finally, their voice.

Conclusion

The mantra ‘the customer is our priority’ is ubiquitous — but many brands want customers to remain visible only if they remain moderate, aligned and controlled.

However, the figures are clear: buyers (whether of cars or other products) seek out, consult and trust testimonials from real customers much more than carefully crafted brand messaging or overpriced influencers.

The real challenge for premium brands today is not simply to pay an “influencer” to talk about them, but to reveal and promote their customers — and to give themselves the means to manage this voice with sincerity, structure and transparency.