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Big Data LDN 2018: DATA, WHAT PEOPLE THINK AND WHAT YOU CAN DO TO BUILD TRUST.

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Date: 14th November 2018
Location: Customer Experience Theatre
Time: 15:50 - 16:20
Speaker: Michael Sturrock
Organisation: DMA

Published in: Data & Analytics
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Big Data LDN 2018: DATA, WHAT PEOPLE THINK AND WHAT YOU CAN DO TO BUILD TRUST.

  1. 1. Data, what do people think and what you can do to build trust dma we are the
  2. 2. What is this really about?
  3. 3. “Privacy is no longer a social norm” - Mark Zuckerberg, 2012
  4. 4. dma we are the Customer Engagement 2016 Breaches of privacy “involve A’s manipulation of B’s environment, without adequate justification, by diminishing B’s ability to control what aspects of herself she reveals to others.” - Andrei Marmor
  5. 5. dma we are the Customer Engagement 2016 Breaches of privacy “involve A’s manipulation of B’s environment, without adequate justification, by diminishing B’s ability to control what aspects of herself she reveals to others.” - Andrei Marmor
  6. 6. dma we are the Customer Engagement 2016 Breaches of privacy “involve A’s manipulation of B’s environment, without adequate justification, by diminishing B’s ability to control what aspects of herself she reveals to others.” - Andrei Marmor
  7. 7. dma we are the Customer Engagement 2016
  8. 8. dma we are the Customer Engagement 2016 “UK businesses should seize upon GDPR as the catalyst to transform their organisations into human-centric ones. They should use the GDPR framework as the foundation for an authentic and transparent relationship with their customers.” Mark Runacus, Chairman, DMA
  9. 9. dma we are the Customer Engagement 2016 “Iwouldlikemore transparencyabouthowmy dataiscollectedandused ” Data collected by DMA UK and Foresight Factory – Global data privacy: What the consumer really thinks 2018 86%Agree
  10. 10. dma we are the Customer Engagement 2016 “Iwouldlikemorecontrolover thepersonalinformationI givecompaniesandthewayit isstored ” Data collected by DMA UK and Foresight Factory – Global data privacy: What the consumer really thinks 2018 86%Agree
  11. 11. dma we are the Customer Engagement 2016
  12. 12. dma we are the Customer Engagement 2016
  13. 13. dma we are the Customer Engagement 2016 58% 30% 30% 25% 20% Trust Lower prices Freebies Known brand Word of mouth Data collected by DMA UK and Foresight Factory – Global data privacy: What the consumer really thinks 2018 49% Trust Freebies 58% 30% 30% 25% 20% Trust Lower prices Freebies Known brand Word of mouth Lower prices 58% 30% 30% 25% 20% Trust Lower prices Freebies Known brand Word of mouth 36% 35% 23% Brand I bought from 23% Improved service
  14. 14. dma we are the Customer Engagement 2016
  15. 15. dma we are the Customer Engagement 2016 https://dma.org.uk/article/data-protection-2016-rnli-on-going-all-opt-in
  16. 16. dma we are the Customer Engagement 2016
  17. 17. dma we are the Customer Engagement 2016 A brand strategy approach that gave the audience a transparent and very on-brand choice linked to supporting the Guardian and the issues they cared about.
  18. 18. dma we are the Customer Engagement 2016
  19. 19. dma we are the Customer Engagement 2016 “Sharingdataisessential forthesmoothrunning ofmodernsociety ” Data collected by DMA UK and Foresight Factory – Data Privacy: What the consumer really thinks 2018 69%Agree
  20. 20. dma we are the Customer Engagement 2016 Looking to the future
  21. 21. dma we are the Customer Engagement 2016 ‘ I trust businesses with my personal information ’ 25%22% 2017 2018 Source: Information Commissioner’s Office (ICO) Information Rights Strategic Plan 2017-21| Base: All adults (2131), GB, 2018 Harris Interactive ‘ I have a good understanding of how my personal data is used ’ 18%10% 2017 2018
  22. 22. dma we are the Customer Engagement 2016 Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018 Habitual VS Genuine 96% 89% 89% 88% 71% 69% 67% 67% 65% 46% 4% 11% 11% 12% 29% 31% 33% 33% 35% 54% Waitrose JohnLewis eBay Marks&Spencer Sainsbury's Samsung Amazon Tesco Apple Asda I am loyal to this brand /company because of habit / convenience I am loyal to this brand /company because I genuinely like them over other brands
  23. 23. dma we are the Customer Engagement 2016 Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018 88% 56% 55% 50% 48% 47% 26% Functional Financial CSR Brand Charisma Self-fulfilment Service Reward for Loyalty What drives customers loyalty?
  24. 24. dma we are the Customer Engagement 2016 70% of customers would like rewards to be more related to what they like Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018 PERSONALISATION and EXCLUSIVITY
  25. 25. dma we are the Customer Engagement 2016 67% 64% 57% 45% 43% Time sensitive discounts Tailored Offers Tailored product ideas Advice & Tips Location based discounts Support for data-sharing in exchange for personalised benefits “Please rank the following in terms of what makes you happy to share your personal information with company” 34% 26% 2015 2017 Data collected by DMA UK and Foresight Factory–Data privacy: What the consumer really thinks 2018
  26. 26. dma we are the Customer Engagement 2016
  27. 27. dma we are the Customer Engagement 2016
  28. 28. dma we are the Customer Engagement 2016 Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018 73% of consumers agree that they avoid services that tie them into long contracts FLEXIBILITY and CONTROL
  29. 29. dma we are the Customer Engagement 2016
  30. 30. dma we are the Customer Engagement 2016
  31. 31. dma we are the Customer Engagement 2016 SIMPLE and TRANSPARENT 38% rate simple to understand information as something that would help them to trust in brand communications Data collected by DMA UK and Foresight Factory – Customer Engagement: Acquisition and the consumer mindset 2018
  32. 32. dma we are the Customer Engagement 2016
  33. 33. dma we are the Customer Engagement 2016
  34. 34. dma we are the Customer Engagement 2016
  35. 35. dma we are the Customer Engagement 2016 Targeting the future customer PUT CUSTOMERS IN CONTROL AND GIVE THEM FLEXIBLE AND EASY PRODUCTS/SERVICE USE DATA SMARTLY, TRANSPARENTLY AND BUILD TRUST PERSONALISATION & CREATIVITY

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