Business Is Failing the Trust-Factor Test
Before organizations transition further into the online/digital space, they should rebuild trust with consumers, according to a recent survey survey from Pitney Bowes. Potential customers often are unwilling to share information about their personal lives, credit-card information or even their weight--and many refuse to disclose anything at all. Clearly, organizations can't move forward with expansions of ecommerce, social media and other initiatives if they're perceived as a threat to privacy. "Brands would do well to be aware of these consumer perceptions as they collect data across all channels," said Dan Kohn, vice president of corporate marketing for Pitney Bowes. "By honoring consumer sensitivities, brand interactions should hit home, and multichannel marketing metrics may improve dramatically." For starters, Pitney Bowes recommends that businesses make sure they're compliant with all local, national and relevant international legislation on privacy issues, and that they establish total disclosure about their intentions. They also need to understand the limitations of their brand: Don't create a huge "customer experience" if the user simply wants to make a quick purchase. An estimated 4,000 people from the U.S. and Europe took part in the research.
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