2 minute read
By Ryan Hollenbeck
Posted in Customer Engagement
Join April 12 Webcast to Explore Key Findings and Takeaways from This Research
Additional results from our large-scale study of more than 36,000 consumers across 18 countries highlight the importance of transparency and trust. The study reveals organizations must balance a fine line between personalization and collecting data for customer engagement purposes. While more than two-thirds of consumers (68%) like their customer experiences to be tailored to their interests, organizations can run the risk of over-personalizing and alienating them.
At the same time, consumers are growing more aware of the value of their personal data, and trust remains a key issue. The research found that 71% of consumers are worried about the amount of personal data organizations have about them. Only 37% said they were happy to provide their personal information in exchange for a discount or special offer, a figure that dropped to 29% if their information would be passed on to third parties for a discount. Just over half (51%) of consumers said they trust organizations to use their data ethically.
In today’s market, trust and ethics play such a vital role in an organization’s success, especially when it comes to privacy and safeguarding customer data. To provide the excellent experiences consumers demand, companies need information about their customers, and therefore need to collect some data. It’s how they use this information, coupled with ever-changing regulations, that has come to the forefront.
Notes James Woudhuysen, trends forecaster and visiting professor of forecasting and innovation at London South Bank University, “To succeed, build trust and adhere to regulations, organizations must be transparent with customers and consistent internally regarding what data they collect, how it will be used and what they’re doing to ensure it doesn’t end up in the wrong hands.”
As part of this study conducted with Opinium Research LLC, we partnered with Professor Woudhuysen to launch a new report and co-host a webinar of the same title: “Defining the Human Age: A Reflection on Customer Service in 2030.”
During this online event—which takes place tomorrow—attendees will gain fresh insights into the importance of understanding customer engagement preferences, how to prepare a strategy to engage with the future generation of customers and employees, and what it will take to drive customer engagement in the modern age.
Click here to register for the live webcast on April 12, 2018 at 10:00 a.m. ET / 15:00 BST / 16:00 CEST. Attendees will receive a complimentary copy of the research paper accompanying this study.
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