Janrain Survey: Gain customer trust to get access to valuable personal data

janrain_us_value_exchange_2017

Organizations are always striving to get prospects and customers to share personal data. It’s an ongoing challenge, one that involves walking the fine line between a personalized customer journey and a consumer privacy invasion. On one hand, more personal information would help brands better serve their customers, which is what both parties want. However, given the potential for misuse of customer identities and data, it’s understandable that some customers might be reluctant to share too much of their information.

Our recently released Value Exchange Survey that spanned both the United States and United Kingdom examined what it takes to get consumers to share their personal data with brands. The results provide valuable guidance to create a win-win proposition for both customer and brands: the customer will feel comfortable sharing information and in exchange the brand can provide an improved customer experience resulting in increased brand loyalty.

Brand trust is key to gaining data access

According to the survey results, the best thing brands can do to get people to engage more deeply with them is to build their trust, and that sentiment is earned with consistently delivering a great customer experience. According to survey results in the U.S. and U.K., whether or not consumers will grant access to their personal data depends largely on the outcomes of past dealings between the brand and the customer. Eighty-six percent of U.S. respondents and 81% of U.K. folks said good customer experiences improved trust. Following that, compelling loyalty programs (74% in the U.S., 58% in the U.K.), philanthropic activities (63% in the U.S., 58% in the U.K.) and robust online communities (50% in the U.S., 47% in the U.K.) were also important to generating customer loyalty.

Consumers must know how and with whom data is being shared

Once businesses get permission to access data, they must be transparent about which data they intend to collect, as well as how they plan to use and share it.

In the U.S.:

  • 78% of consumers are likely to share personal info when they retain control over how a brand communicates with them (e.g., text, email, etc.)
  • 71% are comfortable sharing info when the brand promises not to share the data with third parties
  • 62% feel more comfortable sharing data when the brand promises not to contact friends in their network

U.K. respondents were only slightly more trusting across the board:

  • 79% of consumers are likely to share personal info when they retain control over how a brand communicates with them (e.g., text, email, etc.)
  • 77% are comfortable sharing info when the brand promises not to share the data with third parties
  • 67% feel more comfortable sharing data when the brand promises not to contact friends in their network

For more survey insights, including what incentives are most effective for getting consumers to register with your website and take action on behalf of your brand, check out our full U.K. and U.S. reports.