To the question “do you want to share your personal data to improve your customer experience” only 22% of consumers respond favorably according to a study by the RSA. Almost 41% of customers would categorically oppose it, deeming the collection of their personal information immoral …
The latter are now turning to
companies that are able to use their data ethically,
that is to say, towards companies that collect the bare minimum
information to provide quality services. A challenge for
brands that have to deal with this new problem.
What data can consumers track?
Also according to the RSA, consumers in the United States
and in Europe want to preserve their personal data. From
most sensitive information, there are online activities. The
59% of internet users consider the proposal by
ads, custom news feeds and recommendations based
on their purchase or browsing history. These practices are however
tolerated by 17%, 24% and 25% of customers respectively.
When the data is used for the purposes of
regulating fraud, consumers are less attentive. They accept
to share their information at 45% against only 39% rejection. In England,
distrust remains palpable. Only 34% consider this method
as ethics against 52% to disapprove of it.
Personalization methods that Internet users
in the United States and in Europe (England, Germany and the United Kingdom) consider ethical
In reality, the consumer seems to love personalization
Despite consumers’ reluctance and fears about the use of their data, numerous studies have shown that they are more receptive to personalized services and messages. They tend to repeat their purchases (44%), spend more (49%) or make last-minute purchases (49%) from merchants who offer them a tailor-made route.
The brands that implement successful omnichannel strategies are all the more rewarded. They make the customer feel unique, especially when he can continue his purchases without hindrance whatever the lever used (e-mail, SMS, search, mobile wallet, display …) (43%).
Conversely the absence or bad
customization configuration can be harmful. Consumers
admit it themselves, they expect brands to personalize
their messages and experiences (63%), otherwise they would go elsewhere
(37%). They also say they are annoyed when they are retargeted by products
that they have already ordered (37%) or that they are not interested in (60%), and if they do not
do not find their shopping cart online in their mobile application (66%).
Consumers contradict themselves in
their actions and their speeches. They demand unique experiences without
use of their personal information. A contradiction with which
companies must work to maintain the trust of their customers and
avoid the blame for data leakage.
* The figures in this article are from studies in the United States, the United Kingdom, and to a lesser extent in Germany and England. This article thus allows to get a global idea of the behavior of the consumer vis-à-vis the collection of his data.
About the Author :
Maud Ly Tham: Traffic Manager at Captain Wallet.
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