3. “Privacy is no longer a social norm”
- Mark Zuckerberg, 2012
4. dma
we are the
Customer
Engagement
2016
Breaches of privacy “involve A’s manipulation of B’s
environment, without adequate justification, by diminishing
B’s ability to control what aspects of herself she reveals to
others.”
- Andrei Marmor
5. dma
we are the
Customer
Engagement
2016
Breaches of privacy “involve A’s manipulation of B’s
environment, without adequate justification, by diminishing
B’s ability to control what aspects of herself she reveals to
others.”
- Andrei Marmor
6. dma
we are the
Customer
Engagement
2016
Breaches of privacy “involve A’s manipulation of B’s
environment, without adequate justification, by diminishing
B’s ability to control what aspects of herself she reveals to
others.”
- Andrei Marmor
8. dma
we are the
Customer
Engagement
2016
“UK businesses should seize upon GDPR as the
catalyst to transform their organisations into
human-centric ones. They should use the GDPR
framework as the foundation for an authentic and
transparent relationship with their customers.”
Mark Runacus,
Chairman, DMA
13. dma
we are the
Customer
Engagement
2016
58%
30% 30%
25%
20%
Trust Lower
prices
Freebies Known
brand
Word of
mouth
Data collected by DMA UK and Foresight Factory – Global data privacy: What the consumer really thinks 2018
49%
Trust Freebies
58%
30% 30%
25%
20%
Trust Lower
prices
Freebies Known
brand
Word of
mouth
Lower
prices
58%
30% 30%
25%
20%
Trust Lower
prices
Freebies Known
brand
Word of
mouth
36% 35%
23%
Brand I
bought
from
23%
Improved
service
17. dma
we are the
Customer
Engagement
2016
A brand strategy approach that gave the audience a transparent and
very on-brand choice linked to supporting the Guardian and the issues
they cared about.
21. dma
we are the
Customer
Engagement
2016
‘ I trust businesses with my
personal information ’
25%22%
2017 2018
Source: Information Commissioner’s Office (ICO) Information Rights Strategic Plan 2017-21| Base: All adults (2131), GB, 2018 Harris Interactive
‘ I have a good understanding
of how my personal data is
used ’
18%10%
2017 2018
22. dma
we are the
Customer
Engagement
2016
Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018
Habitual VS Genuine
96% 89% 89% 88%
71% 69% 67% 67% 65%
46%
4% 11% 11% 12%
29% 31% 33% 33% 35%
54%
Waitrose
JohnLewis
eBay
Marks&Spencer
Sainsbury's
Samsung
Amazon
Tesco
Apple
Asda
I am loyal to this brand
/company because of habit
/ convenience
I am loyal to this brand
/company because I
genuinely like them over
other brands
23. dma
we are the
Customer
Engagement
2016
Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018
88%
56%
55%
50%
48%
47%
26%
Functional
Financial
CSR
Brand Charisma
Self-fulfilment
Service
Reward for Loyalty
What drives customers loyalty?
24. dma
we are the
Customer
Engagement
2016
70% of customers
would like rewards to
be more related to what
they like
Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018
PERSONALISATION and EXCLUSIVITY
25. dma
we are the
Customer
Engagement
2016
67% 64% 57% 45% 43%
Time
sensitive
discounts
Tailored
Offers
Tailored
product
ideas
Advice &
Tips
Location
based
discounts
Support for data-sharing in exchange for personalised benefits
“Please rank the following in terms of what makes you happy to share
your personal information with company”
34%
26%
2015 2017
Data collected by DMA UK and Foresight Factory–Data privacy: What the consumer really thinks 2018
28. dma
we are the
Customer
Engagement
2016
Data collected by DMA UK and Foresight Factory – Customer Engagement: How to win trust and loyalty 2018
73% of consumers
agree that they avoid
services that tie them
into long contracts
FLEXIBILITY and CONTROL
31. dma
we are the
Customer
Engagement
2016
SIMPLE and TRANSPARENT
38% rate simple to
understand information as
something that would help
them to trust in brand
communications
Data collected by DMA UK and Foresight Factory – Customer Engagement: Acquisition and the consumer mindset 2018
35. dma
we are the
Customer
Engagement
2016
Targeting the future customer
PUT CUSTOMERS IN CONTROL AND GIVE
THEM FLEXIBLE AND EASY
PRODUCTS/SERVICE
USE DATA SMARTLY,
TRANSPARENTLY AND BUILD TRUST
PERSONALISATION &
CREATIVITY
