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BizReport : Ecommerce archives : April 02, 2014

Effective customer acquisition relies on trust, transparency

Companies that respect their customer's privacy and foster trust and transparency will be the most successful, according to new research from the Direct Marketing Association and customer acquisition services provider McDowall.

by Helen Leggatt

In its inaugural Customer Acquisition Barometer 2014, the Direct Marketing Association (UK) reveals that only one in two consumers in the UK have willingly shared their personal information with a company over the last 12 months. That's despite marketers spending more than half (59%) of their budgets on customer acquisition campaigns compared with 20% on retention activity.

One of the main barriers to consumers giving up personal information within the acquisition stage is concern as to who will eventually get hold of the data - either by a company sharing details with third parties or the company itself being hacked.

Control of their data matters to consumers with eight out of 10 saying they would be more likely to provide businesses with their information if they were guaranteed it would not be used by anyone else.

"Effective customer acquisition relies on trust and transparency which is undermined by some companies, organizations and institutions misusing, abusing and exploiting people's information against their expectations and wishes," says Chris Combemale, executive director of the DMA. "The most successful companies are respecting their customer's attitudes to privacy and making trust a critical brand differentiator."

While 32% of consumers expect a well-explained privacy policy to be presented to them before sharing data, 80% admitted to either never or only sometimes reading them.

Image via Shutterstock

Tags: customer acquisition, data, privacy, privacy policy

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