Customers expect some personalization in every interaction with brands, but do not trust brands to keep their personal data secure and use it responsibly.


Según los nuevos datos del tercer informe anual «State of Personalization Report 22» de la plataforma de captación de clientes Twilio, el 62 % de los consumidores espera cierta personalización y afirma que una marca perderá su fidelidad si su experiencia no está personalizada. Es más, el 49 % se convertirá en comprador habitual si se ofrece personalización. 

Paradójicamente, sólo el 40 % de los consumidores dice confiar en que las marcas utilicen sus datos de forma responsable y los mantengan seguros. 

The report shows that lack of trust is increasingly affecting consumers’ purchasing decisions, with 60% of consumers saying trustworthiness and transparency are the most important traits of a brand, up from 55% in 2021.

Of course, delivering personalized experiences requires personal data, and information collected directly from customers with their consent (first-party data) is fine with 63% of consumers «as long as brands use their own data and not data purchased or rented from third parties.»

Companies have long «rented» customer relationships to advertisers and social networks, but broad privacy regulations are forcing companies to move from renting to owning their customer relationships.

Half of the companies surveyed by Twilio say recent changes in data privacy regulations have made personalization more difficult.

Many companies are already responding to these changes in consumer preferences, regulations and technology, and 43% of business leaders are embracing sourced data because it provides greater privacy for customers.

Technology remains an obstacle for many companies, with the report showing that most companies continue to struggle to achieve omnichannel personalization, despite 60% of respondents claiming to have increased their investment in personalization by 2022. The most common obstacles are lack of technology, unclear ROI, lack of accurate data and organizational impediments.

«Technologies such as customer data platforms give companies the tools they need to comply with regulations while managing source data for personalization. Customer data platforms collect first-party data at every customer touch point to create a single, unified view of the customer,» the report notes.

Business leaders are embracing these technologies, with 53% investing in better technology to manage customer data. These companies are poised to build deeper relationships with customers.


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