What brands can do to regain consumer trust over data
Brands need to redesign the customer experience to make consumers feel that the trade of personal information is worthwhile. Permission for data exchange should be sought through creatively engaging with the consumer with relevance and content. Sarah Hooper of outlines a manifesto for change that will drive increased sales as well as customer value.
Last year, we asked 2,647 UK consumers how they felt about the relationships they hold with brands, and the information they share with them. In response, some 70% of them told us they are concerned about the way personal information is collected. Only 18% feel they have some degree of control over their data and four out of five have concerns about the way their data is sourced, captured and sold.