Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Privacy and Personalisation: What Do Customers Expect?

Blog
1st December 2016

Mobile-Shopping

Late last year the industry analyst firm Gartner published a report titled “The Customer Experience in 2020”. I have blogged in the past about this report because I really liked the way that Gartner described the changing nature of the customer service team, and how marketing and other customer-facing teams will need to work in partnership with customer services, creating a unified team focused on the customer relationship. But there was an important message in this paper about personalisation too.

Gartner had the foresight to suggest that by 2020 customers will expect a much more personal service than they receive from brands today. In particular this is because customers know how much data is collected on their purchases and preferences. Customers today are well-informed – they know exactly what brands can do with this data and so they expect better choices designed for them as individuals.

In the report Gene Alvarez, managing vice president at Gartner, says: “Customers will not tolerate companies that have amnesia when it comes to remembering them and their preferences for recognition”. He adds: “This makes it imperative for companies to recognise their customers and to serve them pertinent content that demonstrates the proper recognition and treatment.”

Customers today have a belief that they are engaging in a relationship with brands. This does not just apply to their communications, but the entire journey of purchasing and then possibly reviewing products. Customers have an expectation of recognition so brands need to create a personalisation strategy if they have not already started on this path. The customer and brand relationship needs to be mutually beneficial, and with the data demands from some brands now starting to border on intrusive, this is more important than ever. You can’t expect customers to give up all that data and then not offer them something in return.

“If they collect all my personal data,” the buyer or constituent thinks, “then they should at least use all that data to understand me before they interact with me.” Moreover, they expect the relationship to be a positive one. They expect the provider to be competent and efficient, to provide assistance in solving their problems, and to honour promises made.

What do you think about the balance between personalisation and privacy? How much data should customers be expected to hand over when they make a purchase? Leave a comment below and let me know, or get in touch on LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
B2C and B2B payment: 4 differences

B2C and B2B payments are different. But what are these differences in terms of e-commerce, and how can we be sure that B2B payment becomes a positive component of customer experience and loyalty? The 4 major differences to be taken into account if this is to be achieved are explained below. Average basket One of the main differences between B2C and B2B payment is the value of the average...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

News
Webhelp group agrees to acquire Sellbytel in transformational transaction

Acquisition strengthens Webhelp’s position in the European CRM BPO Market   Webhelp Group, a leading global BPO and customer experience company, today announced that it has entered into an agreement to acquire 100% of Sellbytel Group. Sellbytel is a wholly-owned subsidiary of Omnicom...

News
Webhelp Payment Services wins a Mirakl Partner Awards

Webhelp Payment Services has been awarded « ISV Partner of the Year » at the Marketplace&Platform Summit by Mirakl, which took place this June 7th in Paris. This award is shared with our German client, Conrad Electronics, and their amazing B2B Marketplace Project. We have produced this...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the terms and conditions.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp terms and contitions outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook