â–¶ Not an Equal Give and Take: PR pros and marketers need to solve an important perception problem about the ramifications of collecting personal consumer information. A study by LoyaltyOne finds that 74% of American and Canadian consumers don’t feel they’re receiving a benefit from sharing information with organizations. Other findings include:
• Just 52% say they somewhat or strongly agree with the statement that companies use their personal data “so they can better serve me.”
• Only 9% say they strongly agree that companies use their information to serve them better, and 54% say they expect improved customer service in exchange for their data.
• Product discounts, a benefit not necessarily associated with the development of a long-term relationship between customer and company, scored highest (71%) as the offer that consumers expect to receive in exchange for their information.
• Twenty-three percent of respondents say they decided not to make a purchase from a company out of concern about use of their personal information. PRN
Source: LoyaltyOne