Facebook’s spectacular exposure of at least 87 million people’s data to harvesters is just one example of a continuous drumbeat of abuses of consumer trust and privacy. At the same time it’s no secret that access to personal data is the backbone of many business models in the mobile economy, especially for marketers.
Customer intelligence platform Vision Critical has released the findings from its recent study on consumer attitudes and expectations around the use of their personal data by brands. Notably, the majority of consumers (66 %) would feel more comfortable sharing their personal information if brands proactively told them how it would be used.
For Vision Critical, this shows the importance of clear communication and transparency when collecting and storing consumers’ personal information. The study also suggests that along with more transparency, consumers expect that sharing their details will add value to their overall experience as a customer.
Other key findings of the study include:
- 58% of respondents indicated that they respond better to more personalized messages from brands.
- Only 17% of respondents are comfortable with brands using information acquired indirectly through third parties for personalization efforts, while 80% are comfortable with brands using information shared directly to better personalize messages.
- 42% of respondents would be more comfortable sharing personal information if they had the opportunity to change or delete the data being stored about them.
- 41% of respondents are willing to share personal information to get more personalized service, offers, and for faster conflict resolution.
…customers are willing to provide personal information in exchange for highly personalized experiences, as long as companies are willing to be transparent and direct about how they collect and use it. With this knowledge, brands should use thoughtful tactics when sourcing personal information, ensuring that there is an equal exchange of value for consumers and businesses alike.
Scott Miller, CEO, Vision Critical
Methodology: Vision Critical surveyed over 1,000 people in North America over the age of 18 who completed an online purchase within the last twelve months.