No one says customers need to make sense. New research says they want more personalized, data-driven experience – but you’d better respect their privacy. How do you bridge these two poles? Strong data governance.
At its Premier Business Leadership conference on Wednesday, SAS Institute released the results of a study of U.S. consumers on how organizations are using their personal data. While 71 per cent said recent stories about public access to personal data in the U.S. had increased their privacy concerns, 60 per cent said they still expect organizations to both know their personal preferences and understand their needs.