{"id":1674,"date":"2017-01-13T20:47:00","date_gmt":"2023-09-04T20:47:36","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1674"},"modified":"2023-11-04T21:09:47","modified_gmt":"2023-11-04T21:09:47","slug":"customers-are-happy-to-share-data-marketers-are-you-ready","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/customers-are-happy-to-share-data-marketers-are-you-ready\/","title":{"rendered":"Customers Are Happy to Share Data. Marketers, Are You Ready?"},"content":{"rendered":"\n

The majority of UK customers now agree they\u2019re willing to share personal data in exchange for personalised offers or discounts. That\u2019s according to our major new survey The State of the Connected Customer.<\/a><\/p>\n\n\n\n

What\u2019s more, the majority of customers actively favour companies who are able to capitalise on their data in this way. Indeed, 63% of UK customers say being sent personalised or exclusive offers and discounts has a direct influence on their loyalty.<\/p>\n\n\n\n

This shift doesn\u2019t just justify data-driven, personalised marketing efforts \u2013 it makes them all-but essential. Here\u2019s why.<\/p>\n\n\n\n

The connected customer \u2013 now ready to share<\/h2>\n\n\n\n

For a long time, marketers have been wary of making innovative use of customer data due to concerns over invading customer privacy, and damaging loyalty as a result.<\/p>\n\n\n\n

But today\u2019s ever-more-connected customers<\/a> have seen what\u2019s possible with technology. They\u2019ve researched products and offers on their mobile devices, and canvassed opinions from communities, followers and friends. They\u2019ve seen organisations track their preferences and behaviours, and send them personalised offers and promotions.<\/p>\n\n\n\n

And it\u2019s raised their expectations.<\/p>\n\n\n\n

83% of UK customers now recognise the importance of being able to browse in-store ads or coupons on their mobile device, and 65% say technology has significantly changed their expectations of how companies should interact with them or their company.<\/p>\n\n\n\n

As we\u2019ve seen, most UK customers (55%) now feel sharing some information is a price they\u2019re willing to pay for those expectations to be met.<\/p>\n\n\n\n

Marketing has to keep its side of the deal<\/h2>\n\n\n\n

This is great news for marketers ready to deliver the personalised, targeted, mobile interactions<\/a> customers expect. But for those who aren\u2019t, it\u2019s a genuine cause for concern.<\/p>\n\n\n\n

There\u2019s now an unspoken agreement between the customer and the marketer. It says: \u2018You can have my valuable data if you make it worth my while\u2019. <\/p>\n\n\n\n

If a customer shares data with you and fails to honour this agreement, they may well take their data \u2013 and business \u2013 elsewhere.<\/p>\n\n\n\n

Our survey found that:<\/p>\n\n\n\n