Study finds U.S. consumers turn off personal data for privacy purposes
The study revealed a significant digital trust deficit that must be addressed before true customization can be delivered.
U.S. consumers are locked in a vicious circle with brands over customer experience, according to new research from Accenture, New York. While 44% are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49%) are concerned about personal data privacy, as they subscribe to intelligent services designed to understand and anticipate their needs. Without deeper customer insight, companies cannot deliver the experiences they crave.
The thirteenth annual Accenture Strategy Global Consumer Pulse Research gauged the attitudes and expectations of more than 25,000 consumers around the world, including 2,000 U.S. consumers, about their appetite for more intuitive, technology-driven brand experiences. As organizations strive to become ‘living businesses’ – companies that are extraordinarily pre-emptive and responsive to changing customer needs – the study revealed a significant digital trust deficit that must be addressed before true customization can be delivered.