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.


David Turner
Article by: David Turner

News & Insights

Solution Designer
Service Provider
Technology Enabler
Blog
How emotion can take customer satisfaction to the next level

Author: Helen Murray, Webhelp Chief Customer Solutions Officer As we prepare to release our new Whitepaper on the importance of humanising business and creating positive emotional connections, Helen Murray, Webhelp Chief Customer Solutions Officer, looks at the current research and why keeping your customers ‘Very Satisfied’ is still not good enough! In this digitised consumer world,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Three silver awards for Webhelp at a night with the stars in London

The European Contact Centre and Customer Service Awards were held last night at Evolution London in Battersea Park. The event was a glittering affair with over 130 tables filled to the brim with the brightest and best in the industry. The stars were out in force too, with distinguished...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Dave Pattman to host CCA webinar on how AI is changing the CX game

Dave Pattman, Managing Director of CX Services at Gobeyond Partners, part of the Webhelp Group, is to present an exclusive webinar for CCA, the independent professional body for customer service experience. Digital products like driverless cars, chatbots, smart speakers, drones and...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
The Hub #11 Generation Z – September 2019

Our 11th edition of The HUB is here! In this edition, we give you insights about the new generation – Gen Z who are not only game changers but also a force to reckon with. And is data collection a friend or foe? Under this question lays the bedrock of our relationship with data collection which...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

Webhelp Cookies Preference Centre

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

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 cookies policy 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