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
Infographic: Spotlight on Gen Z behaviour & preferences

Much has been speculated about Gen Z, the new kids on the generational block. They are loosely categorised as people born between 1995 and 2010 — and are also known as post-millennials or Gen Net… What is true is that they are undoubtedly the first true digital natives. From their earliest experiences, they were exposed to the internet, social networks, mobile devices and wifi speeds far...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Another Award winning year for Webhelp and Sky

It was a successful night for global customer experience expert, Webhelp, and leading telecommunications provider Sky, at the UK Customer Experience Awards yesterday. The fiercely competitive awards, which highlight excellence in the CX industry, were held at London’s Wembley Stadium. In a...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Webhelp hosts industry discussion on generational differences and their impact on CX

Webhelp hosted the second of our Disruptor Dinners at the Shangri-la at the Shard in London yesterday, as part of our highly regarded yearlong series, which examines and identifies significant disruptors of Customer Experience (CX). This session looked at the impact of changing generations on...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
Generation: Cohort views on CX and the workplace

The Webhelp Disruptor Series Part 2: Generation: Cohort views on CX and the workplace This paper reveals the results of our exclusive YouGov study on age-influenced attitudes to multi-generational working and customer experience, as well as gathering informed viewpoints from sector leaders,...

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