The relationship between customers and data privacy

Privacy is extremely important when it comes to interacting with an online user. Consumers expect personalised content thanks to digital transformation and online devices. While it is true that users want personalisation, there is no consensus on which tactic is most effective. Despite wanting to receive relevant content, only 29% of online users believe that providing more data leads to a better experience.

For personalisation to take place, brands need data to customize the user experience. What about privacy? A 2019 RSA data security and privacy survey found that the majority of European consumers fear losing control over their information when it comes to “oversharing”.

More importantly, the ethical use of personal data is essential to ensure a good relationship between a brand and the consumer. Today, data, technology and advertising are irreversibly connected. To have access to this information allows a brand to know their customers. However, when companies use this data to promote fake advertising, it’s when the customers’ concerns arise.

According to a recent Forrester study, four main variables determine how people think about privacy:

• Availability to share information
• Privacy awareness
• Behaviours around data protection, and
• Comfort level with data economy.

Use and abuse of data

For example, most companies struggling with personalisation. The reality is that customers will be happy to share a lot of information if they get much more from their relationship with a brand. Often, clients of cosmetic or health care tend to provide personal details to better adapt to recommendations and advice.

But, this does not mean that the use of data shouldn’t take into account privacy and security. In fact, there is a thin line between the use of data and the abuse of data, and the act of balancing involves taking into account the perceptions of customers along with actual practices.

In conclusion, by 2020, companies that strive to understand customers and build a data strategy accordingly will do well. Therefore, by gaining access to the data, and using them to benefit themselves and the customer, the trust of all kinds of concerned parties will be reached. And more importantly, the success of the personalization strategy.