Customer data: Danger in data

A study shows that people generally trust companies to use any personal data they give them positively.

Customer data: Danger in data

Richard HigginbothamTransactis

A new study shows that people generally trust companies to use their personal data positively, but negative consumer experiences can cause them to mistrust that use and hence mistrust the brand.

Data security and the proper handling of personal information is not something most consumers think about, or are particularly concerned about, until there is a problem. A brand's relationship with the consumer proceeds smoothly with the consumer assuming that their data is being handled in a careful and intelligent way if they receive good service and sensible communications from a company....

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