Companies want to innovate, particularly around the Internet of Things (IoT) which Gartner claims is just 5 to 10 years away from real productivity. And they can start doing so today by watching consumers via sensor-laden connected devices.

1. Customer Experience in
the Age of the Internet
of Things
Are people ready for the Internet of Things (IoT)? This presentation
gives insights into consumer sentiment and opinion about the benefits
and pitfalls of this emerging technology.
How will people react and are they open to sharing data to get
personalised products and services?
A Business Value Exchange Research Report
businessvalueexchange.com

2. Our survey of 1,000 people asked consumers about their
openness to interacting and sharing data on devices and
services, connected to the IoT.
A Business Value Exchange Research Report - businessvalueexchange.com
Five key takeaways for
customer experience in the
Internet of Things

3. Regardless of age, people are
uncomfortable with sharing their data
with companies and brands on
connected devices.
Openness and interest in having
internet-connected touch-points with
brands decreases with age.
Males are more open to the benefits of the
IoT than females, especially when it comes to
sharing data in order to get more
personalised products and services.
There is more openness to IoT services when
people feel like they’re getting something that
benefits them and doesn’t appear to be
marketing related.
People were more willing to track and share
health measurements with their physicians than
they were home security data with companies.
This suggests a high level of distrust around how
companies would use the information.
A Business Value Exchange Research Report - businessvalueexchange.com

4. A Business Value Exchange Research Report - businessvalueexchange.com
Most of the people surveyed weren’t open to the benefits of
the IoT because of concerns over sharing data.
The data problem

5. Smart Home Security
On what types of devices would you NOT want to
share personal information with a company or brand?
31%
Health-Monitoring Device
24%
Wearable Tech
20%
20%
Smart Home Applications
18%
None of the Above
54%
Smart Car/Auto Tech

6. How comfortable are you sharing personal data with a
company through a smart or internet-connected device in
order to receive a more personalised customer experience?
Male Female
Overall
23%
Comfortable
13%
Comfortable
8.4%
Comfortable
54%
Uncomfortable
69%Uncomfortable
45.2%
Uncomfortable

7. Smart Home Security
What types of devices would you most likely use to
share personal information with companies or brands
(E.g. To get a better service or to lower costs)?
14%
Health-Monitoring Device
12%
Wearable Tech
15%
Smart Car/Auto Tech
10%
Smart Home Applications
9%
None of the Above
68%

8. In which scenarios would you consider using a smart
or internet-connected device that shares personal data
and information with a company?
Not willing to share
data with companies
Yes to tailored
products
Yes to connect
multiple devices
Yes to automate
home appliances
None of
the above
Yes to monitor
home security
Yes to suggest products
tailored to my interests
17%17%31%
47%10%13%16%

9. A Business Value Exchange Research Report - businessvalueexchange.com
How did consumers react when asked about the potential
benefits of the IoT?
The benefits of the
Internet of Things

10. How would you feel if a company tracked and
notified the status of your house appliances
(E.g. Heating, doors unlocked or sink running)?
Male Female
Overall
29%
Comfortable
16%
Comfortable
9.1%
Comfortable
50%
Uncomfortable
71%Uncomfortable
49%
Uncomfortable

11. How comfortable would you be if your mobile
device sent you notifications when your normal
route to work was experiencing congestion?
Male
Female Overall
18%
Uncomfortable
38%
Uncomfortable
29.4%
Very
comfortable
21.8%
Neither comfortable
or uncomfortable
19.9%
Partially
comfortable
6.1%
Partially
uncomfortable
22.8%Very
uncomfortable

12. How comfortable would you be if a brand sent you
personalised loyalty and promotional offers via your
mobile device while you were shopping in their store?
Male Female
Overall
27%
Comfortable
33%
Comfortable
48%
Uncomfortable
46%
Uncomfortable
37.8%
Very
uncomfortable
22.2%
Neither comfortable
or uncomfortable 12.4%
Partially
comfortable
11.4%
Partially
uncomfortable
16.1%
Very
uncomfortable

13. Would you find it desirable if brands contacted you
when it was time to replace past purchases
(E.g. Vacuum/water filters, light bulbs about to blow or worn
out shoes)?
52%
very undesirable
17.1%
Neither desirable
or undesirable
10.8%
Partially
desirable
9.8%
Partially
undesirable
10.3%
very
desirable
60% 19%
of females
58% 25%
of males

14. A Business Value Exchange Research Report - businessvalueexchange.com
So what have
we learned?

15. The IoT is still in the early stages of
adoption and as such, consumers
aren’t tuned in to the benefits of the
technology.
The majority of people, regardless of
age or gender, are uncomfortable with
sharing data with brands over
connected devices.
People need to see practical
examples from the technology before
they buy into it.
Men are more comfortable than women
when it comes to sharing data on
connected devices to gain personalised
products and services.
A Business Value Exchange Research Report - businessvalueexchange.com

16. Young people are more open to
the benefits of the IoT than older
generations.
Business leaders need to create
consistent experiences across all
devices and brand touch-points if
they want to win the trust and
loyalty of consumers.
A Business Value Exchange Research Report - businessvalueexchange.com
Business leaders need to put in
place strategies that will deliver
consistent customer experiences
while the IoT is still in its
infancy.

17. A Business Value Exchange Research Report - businessvalueexchange.com
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