Brands could lose the data of 20 per cent of their consumers thanks to GDPR

Keyboard gavel data20 per cent of consumers are set to refuse to share any personal data with brands once the general data protection regulation (GDPR) is implemented next year, unless brands work toward building mutually beneficial relationships with their consumers.

According to a survey of 2,500 UK adults, conducted by customer relationship marketing (CRM) agency Amaze One, 32 per cent of people are currently reluctant to share more than their name and email address, while 14 per cent actively share no information.

The research also found that less than half of people are aware of how their data is collected and used, leading to increased concerns surrounding the use of data – with 44 per cent of respondents feeling more concerned than last year. This feeling is compounded by the fact that 70 per cent feel they lack control over the ownership of their own data.

“Our insight shows how customers’ sentiments towards the use of their data have significantly shifted from being ‘ignorant and not bothered’, to ‘unaware and anxious’,” said Julie Neilson, principle planner at Amaze One. “Businesses have had access to an abundance of data for decades. However, a combination of the future effects of GDPR on data volumes, and the mistakes of the past which have led to people being ill-at-ease sharing their information, could have a damaging and long-lasting effect on CRM-based organisations.”

Knowing and understanding consumers is key to brands maintaining their vast databases, and as such they must listen to their customers. 56 per cent said they value trust and transparency most highly in their relationship with brands – this figure rises to 86 per cent among people aged over 35.

Furthermore, 70 per cent of customers like offers tailored using data from past purchases, while 67 per cent chose email as their preferred means of brand communication.

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