A new Gartner survey of 5,800 customers reveals the extent of their expectations. On the one hand, the 2022 Gartner Customer Service and Support Survey identified that 86% of respondents expect businesses to be "well-informed" regarding their personal information during contact touch points. At the same time, those same customers expect that their data remains private and secure and is only used for the intended purpose. Brad Fager, senior research director in the Gartner Customer Service & Support practice, said: "There is inherent, growing tension between personalised experiences and personal privacy. This will only increase as data-driven interactions become necessary for effective customer service, and customers become more alarmed by how their data is used." Gartner predicts that 75% of the global population's personal data will be covered by modern privacy laws by 2025.
In a related article, Gartner identifies four ways to manage customer data in order to balance privacy and personalisation. These are:
- Give customers detailed controls to manage their consent preferences.
- Be transparent about how and why you intend to use their personal data.
- Adopt ethical data practices that benefit the customer as well as the company.
- Implement data minimisation practices.
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