Permission to talk

There are few things more important for businesses than talking directly to their customers. But with consumers worried about how their personal data will be used, businesses are having to work harder than ever to get permission to talk to them.

Find out what customers really think about sharing their personal data.

WITHOUT PERMISSION TO TALK TO CUSTOMERS, BUSINESSES COULD LOSE THEIR VOICE

Royal Mail MarketReach surveyed nearly seven thousand people, in several different market sectors, about their attitudes towards sharing personal data. We found that lack of trust in how their data is held and used is one of the main issues that must be addressed.

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TRUST. YOUR MOST IMPORTANT ASSET

We set out to understand consumer attitudes towards providing permission to organisations to hold and use their personal data. The results offer important insights into what is needed.

TRUSTED TO PROTECT

Firstly, people need to trust in the competence of a business, specifically when it comes to protecting their data from loss or theft. A consumer who has complete trust in a business might give permission to use his or her personal data.

TRUSTED TO KEEP PRIVATE

Secondly, people need to trust the intent of an organisation – they want to feel reassured that their personal data will not be sold, swapped or used to generate more undesired communications. We also found that there were certain influences that could help to predict where there might be greater or lesser challenges to gaining permission.

THE TIME TO ACT IS NOW

With new legislation is on its way it is increasingly important that, rather than just identifying this problem, organisations need to act now to address the issue of trust. Download our free research report now or call us on 0800 032 4880 to get a free copy of the in-depth research for your sector.

What next

How you talk to consumers is going to need to change

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SHOULD YOU WORRY ABOUT PERMISSION IN YOUR SECTOR?

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