"Our survey found that the majority of respondents were in favor of stronger laws and regulations governing the way companies use CRM or business intelligence platforms to collect data about their customers. Just as the experts who were interviewed in the piece explained, I think a lot of this stems from previous bad experiences people have had or bad experiences they've heard about."
And also not surprising, younger people (age 25-35) tend to be more open about their data being collected than older people (55-64). But in general, asking for the kind of collected information the respondents would be comfortable with, shows that this will continue to be a very controversial topic in the future. While gathering data about the current location would only be acceptable for about 5% of the respondents, even likes/dislike would only be accepted by about 12%.
"The numbers show there's a clear split between businesses, which want to collect customer data and leverage it, and their customers, who are deeply concerned about their privacy. But I also think that transparency is key here, and our survey backs that up too. We found that if companies are more upfront and open about how and why they use customer data, the fear factor is greatly diminished."
However, the survey also clearly shows what can be done to prevent customers from being scared off: Customers would feel a lot less bothered about their data being collected if they are informed about the data that is collected and why it is collected. If companies inform customers about the collected data and if they use it only to improve the customer’s overall shopping experience, acceptability could be improved. Most people I know like the recommendation function in modern web shops while it feels a little bit strange to see the product you’ve just searched for in a web shop on a totally different site’s advertising. How do they know I’ve searched for this product? So, transparency is important and the customers’ benefit has to be clearly noticeable.
You can find the complete survey here: http://plotting-success.softwareadvice.com/collect-data-without-scaring-customers-0614/