The drive for greater customisation and tailored products could be hampered by customers’ fears about use of their data.
Digital Catapult research has found that 60 percent of UK consumers were uncomfortable sharing personal data and 14 percent refused to share any at all.
There were also worrying findings about transparency amongst organisations; 65 percent of respondents were ‘unsure if data was being shared without their consent.’
Andy Piper, CTO, of data distribution solution provider Push Technology, argues that it is important that customisation is based on an opt-in and a process of transparency.
He told CBR that “people are aware of the risks (of giving up data) but also that they may be getting something for the privilege. If people are given the right info, they can make an informed decision.”
Read more: Computer Business Review
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