Many consumers expect the royal treatment, but not all of them are willing to exchange personal data for tailored experiences. A recent study of more than 18,000 global consumers sponsored by Verint Systems Inc. found that 48% of respondents are suspicious of how their data is used and 20% don’t trust providers to keep their data safe. However, the research, conducted by Opinium Research LLP and Ovum, also found that 52% of consumers polled like it when customer service is personalized to them and their interests.
Delivering those expected exceptional customer service experiences can help marketers march toward success. Consider: 61% of respondents are likely to tell friends and family about an exceptional experience and 27% are inclined to enroll in a brand’s loyalty program as a result of an extraordinary interaction.
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