Amaze One is to launch new research into how customers feel about sharing data and how brands can create a better value exchange for their customers.
For any brand, the ability to use customer data to drive communications is a core part of building sustainable competitive advantage.
Yet new research shows that 70% of consumers are concerned about the way personal information is collected and used. Only 18% feel they have some degree of control over their data. 4 out of 5 have concerns about the way their data is sourced and sold.
Perceived imbalance in the ‘value exchange’ for their information sees consumers increasingly tuning out brands they don’t trust. And with the General Data Protection Regulation (GDPR) on the horizon, brands face even greater challenges in building positive relationships with customers.
A Matter of Trust:
On 30 June 2016 at The Shard, Amaze One will show just how vital consumer trust and control are to building positive relationships. We’ll reveal how confusion about the facts of PII is feeding mistrust. We’ll examine the effect of demographics and channels on those perceptions. And we’ll show how the right combination of data, insight, engaging creative and communication strategy can create mutually valuable connections that customers want more of.
We’ll be publishing the key findings in a report here very soon – watch this space.