Published on July 16th, 20120
Distrust of data use causes customers to walk away
Organisations in the UK must improve the transparency of how customer data is used, with a study from Deloitte finding that although 82 per cent of the population are aware that data is collected, only 29 per cent are confident that companies will not share or sell information without their knowledge.
The benefits of data sharing, such as personalised offers to customers based on shopping habits, appear to have little sway with the public with only 17 per cent saying they are happy to receive tailored marketing, compared with the 42 per cent who believe their data is none of an organisations’ business.
“The evidence suggests that people are more likely to turn to those organisations that are open about data use, and are clear about the associated benefits and risks to both the individual and the organisation,” says Deloitte Analytics head Richard Hammell.