How to Wow

INSIGHT 18

DATA, PRIVACY AND THE IMPACT ON CUSTOMER RELATIONSHIPS

Use this to understand the danger around making assumptions about the data preferences of your customers and how best to manage them.

More and more customers are concerned about the amount of data that is being collected about them via their web activity, their apps, their smartphones and so on. In fact, according to a 2015 study¹⁹ by YouGov:

72% of consumers in the UK are concerned about their private information online.

This is backed up by additional research²⁰ by the UK Information Commissioner’s Office (ICO) which shows that:

85% of people are concerned about how their personal information is passed or sold to other organisations.

In addition:

77% of people are concerned ...