Publicis Sapient and Google Cloud conducted wide-ranging research on consumer attitudes toward data privacy, identity and transparency. The report provides extraordinary insights into how brands can best manage their customer relationships.
The Data Collection & Consent Survey
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The protection of data privacy will distinguish brands as reliable, professional and ethical. Businesses should share how they use data and listen to what consumers think. The key to success in privacy branding is reaching people where they are – based on their level of digital nativity or privacy sensitivity.
Among Our Notable Findings
Most people have blind spots: A staggering 61 percent of people surveyed say they know little to nothing about what companies do with their data, while only seven percent consider themselves well-informed on this topic. While the percentage of people who know little to nothing vary greatly by nation, this means knowledge is power. Companies globally have a great opportunity to educate customers on how their data is handled, thereby proving themselves trustworthy—a reputation that will go a long way toward attracting more customers.
Consumer comfort varies greatly by generation: Younger generations know more about how companies handle their data and show higher satisfaction with their level of privacy online when compared with their older counterparts. Baby Boomers are most likely to see the benefits of data collection when they have more control over the data and the ability to delete this information.
Willingness to give data correlates with knowledge: Contrary to prevailing wisdom, people who know more about what companies do with personal data tend to see the benefit in companies collecting this information. In France, for instance, of those who know a lot about data collection, 41 percent consider it a net positive and 22 percent consider it a net negative. Of those who know little to nothing, seven percent see it as a net positive, while 60 percent see it as a net negative.
Understand Concern, Build Trust
Technology moves quickly. It’s easy to feel confused, overwhelmed or uneasy by the pace of change – especially when personal information is involved. Most people are aware their data helps provide tailored services, but they aren’t as clear about how the information is gathered. This lack of insight leads to suspicion of data collection despite overwhelming appreciation for the modern conveniences and digital experiences that result.
While some might assume informed consumers are the most skeptical of data collection and unaware consumers are the most trusting, Publicis Sapient’s inaugural “Data Collection & Consent Survey” suggests the opposite. Someone’s faith in a company to use their data in a safe and ethical manner strongly correlates with that organization’s honesty and transparency.
Building a robust and versatile customer data platform (CDP) protected by a cleanroom is perhaps the greatest way to protect customer information and deliver unrivaled digital experiences. This is just as much a boon for consumers, so companies should be eager to adopt, implement and even promote their CDP.
No company is entitled to a consumer’s trust. That’s earned. Companies should be transparent about why and how they collect and safeguard data. Trust is reciprocal. If a business isn’t willing to share how it protects data with people, it shouldn’t expect people to share their data. To serve the people, you need to understand their concerns. Anyone looking to improve lives through digital transformation must rely on data collection
“Americans are reluctant to share their data. When given choices about sharing data to get benefits, most will decline to share. They are more likely to say their data has more value than the services they receive in exchange.”
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