Customer Data is not loyality

In a capitalist society, man exploits man. In a socialist society, it's just the opposite. John Kenneth Galbraith

Irrespective of anyone's political bias or view, digital has transposed the positioning of the customer and a business. A business, once classically part of a value chain, has become dependent on customer data at the front end to supply information and enable the business to deliver the service; to that same customer whom we track to see what they did and when to provide more data for new context and personalisation for our services the next time. The customer is now truly surrounding our businesses.

Given this, in a digital world is the customer more loyal or can they switch easily? Whilst data will give the answer needed and one can argue that loyalty is dead; should the focus now be on how to build incremental trust in the experience using digital to enable a brand to compete?

What is your view?