Responsible use of customer data is a trust multiplier – or dealbreaker

By our News Team | 2022

Brands believe they are already trusted custodians of consumer data, but most Asia-Pacific consumers have concerns.

Emerging from the pandemic, digitally savvy consumers in the Asia-Pacific (APAC) region have reset their expectations of brands. They now expect companies to go above and beyond in community engagement, workplace culture, and delivering relevant, personalised experiences in the digital economy. 

These set a new watermark for what consumers demand in exchange for brand loyalty and spend, says a recent study by Adobe.

According to the Adobe Trust Report 2022: APAC, responsible use of customer data is a clear trust multiplier or dealbreaker. It sets out what’s important to consumers when handing over their data and what they expect in return.

Customer Trust

Photo by Tim Douglas via Pexels

Chief Marketing Officer and Head of eCommerce and Digital business at HDFC Life, an Indian-based insurance company, Vishal Subharwal, agrees. He believes expectations of the digital experience have changed and that customer data is an essential part of adapting to the shift.

“Any one brand doesn’t set consumers’ online experiences; rather, it is shaped and reshaped by their collective digital experiences when interacting with different technology companies, OTT services, eCommerce and others,” Subharwal says.

“So, the expectation now is that if I’m online and I click a button, my job will be done. And that creates a huge differentiation between expectations and the actual experience. We must continually push ourselves to relook at the data we have on consumer journeys and use it to optimise the user experience.”

Closing the data trust gap

The Adobe research highlights a disconnect in the perceptions of brands and consumers. In short, brands believe they are already trusted custodians of consumer data, whereas most consumers have concerns.

The research finds that the majority of APAC executives agree that to gain consumers’ trust, it’s important to use data transparently and securely while delivering better customer experiences. And executives believe they’re doing a good job, with 95 percent or more saying consumers trust them to keep their data safe and use it responsibly.

However, 85 percent of APAC consumers express concerns about how companies use their data, and almost half say they’re very concerned. Another factor that consumers and brands may disagree on is the value they receive. 

Over three-quarters of APAC leaders believe the benefits customers receive from collecting their data outweigh potential risks, while only 38 percent of consumers have the same view.

Subharwal says getting the data–trust exchange right can be a delicate balance for businesses, noting that: “Customers are willing to provide personal information if it improves the product or service offering and ultimately leads to a better consumer experience.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.