Privacy and security concerns top the consumer agenda when it coes to peronal data, according to an international study commissioned by Verint Systems.
Of the 24,000 consumers in 12 countries surveyed by Opinium Research, 89% said it was important to know how secure their personal information is, while 86% believed it was important to know whether their data will be passed on to third parties for marketing purposes. In addition, 80% of consumers said they favoured a personalised customer experience.
A separate Verint poll of 1019 organisations in 12 countries found 94% agreed it was important to inform customers their data is secure, and 96% understood the need to tell customers if their data will be passed on to third parties.
This introduces a challenge for many organisations: to provide highly personalised offerings, they must have a greater understanding of their customers’ needs, purchasing histories and preferences.
Ryan Hollenbeck, SVP of global marketing and customer experience program executive sponsor at Verint, said: “Companies have a difficult balancing act to negotiate between security, transparency and a personalised experience. It’s something organisations across all sectors have to get right or risk losing valuable customers.
“Today’s brands must work to ensure greater transparency over the use of customer data and build trust and confidence in this increasingly challenging environment,” he added.
The research was commissioned by Verint and conducted by Opinium Research between 23 June to 20 July 2016. Interviews were conducted amongst 24,001 consumers in the following countries: Australia, Brazil, France, Germany, India, Japan, Mexico, the Netherlands, New Zealand, South Africa, the UK and the US.
