Just 18% of Consumers Trust Brands With Their Data

Getting access to consumer data is essential for brands because of the fact that this is the sort of thing that could potentially end up allowing them to market more effectively. However, it turns out that the vast majority of customers simply aren’t comfortable with handing over their private and sensitive data to brands. According to a study conducted by CCW Digital, just 18.29% of all consumers trust brands with their data and also expect them to send a moderate number of messages.

With all of that having been said and now out of the way, it is important to note that 24.9% said that they trusted brands, but they were concerned that they might start getting far too many messages and emails containing promotions. A similar proportion, or 24.46% to be precise, stated that they have the opposite concern, namely that they’re not worried about getting too many marketing emails and promotions but rather they simply don’t trust brands to do the right thing here.

Meanwhile, 30.35% of consumers said that they neither trust brands with their data nor do they expect brands to send a reasonable number of messages with all things having been considered and taken into account. This just goes to show that there is a startling crisis of trust for consumers, and this makes them less willing to provide their data than might have been the case otherwise.

One thing that bears mentioning is that this indicates 57% of consumers feel like their experiences have been on a downward trajectory. Just 4% are of the opinion that customer experiences have gotten better, which seems to suggest that brands need to do more to ensure that they are satisfied.

Nearly 40% of customers, or 38.96% to be precise, stated that the emails that they are receiving are not personalized. If brands want customer data, they need to put it to good use and personalize any and promotional materials that they are sending out, otherwise customers will have far less of an incentive to allow brands to track and make use of their data for various purposes.

When a business asks you for your phone number, email, or other personal details, are you confident they will use your data safely and respectfully?

customer support issue

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