A new report released by Salesforce reveals that 59% of customers believe their personal information is vulnerable to a security breach. Even worse, 54% don’t believe that companies have their best interests in mind.
Mayur Upadhyaya, Managing Director, EMEA at Janrain:
“The Salesforce research shows the growing conflict between trust and personalisation. Their findings show over half (53%) of customers expect the offers they receive from businesses to be personalised yet 59% believe their personal information is vulnerable to a security breach. This certainly correlates with Janrain’s recent research into Consumer Attitudes Toward Data Privacy Survey; which showed that 57% of respondents have become more concerned about security and privacy and that 49% didn’t want online tracking solutions to deliver targeted messaging. Over the coming months we are going to see a debate in the convergence of customer experience and security. Brands that give consumers control over their personal data, and leverage context and consent for personalisation will be able to navigate that fine line between delivering a relevant customer experience while maintaining trust.”
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