Study reveals ‘creepy’ downside to personalization
Retailers take note: Personalization can get too personal.
Seventy- five percent of consumers said they find most forms of personalization at least somewhat creepy, according to “2018 CX Trends Report,” from InMoment. What’s more, 40% of brands fully admit they are being creepy. (The report defines creepy as “causing an unpleasant feeling of fear or unease.”)
The biggest concern was when customers noticed a crossover between the digital and physical worlds, as when Google knows where customers have been. Consumers also know when a brand is asking for too much information — beyond what will actually help in improving
their experience, according to the report.
Brands can’t afford to underestimate their own creepiness. While half of customers say they’d keep shopping with a brand after a creepy experience, 22% report they will leave for other brands, the study found. Even worse, they’ll tell their networks: One in five will tell friends, and one in 10 will share Big Brother-type experiences on social media.
Other findings from the report include:
• Twenty percent of consumers report being angry after a bad experience with a brand, twice the amount that brands assume (10%)
• Almost half of consumers (46%) report they hesitate to give away information simply because they don’t receive value when they do.
• Millennials are the most sensitive of all age groups regarding their personal information and really value in-person — not just digital — commerce.
• Human capital can make or break the customer experience. While 65% of customers report that staff interaction highly influenced positive sentiment, 74% also say poor staff experiences were the most significant contributor to a bad brand interaction.
“Whether it’s how brands are using personal information or the impact of missed expectations, companies continue to underestimate their customers,” said Brennan Wilkie, senior VP of CX strategy at InMoment. “Today’s consumers are savvy, they want to be included in decisions, they want transparency, and they want real value in exchange for sharing personal information or spending their money. The brands that see the new landscape as an opportunity instead of a burden, and focus their efforts on building authentic relationships with customers are seeing massive benefits.”
Seventy- five percent of consumers said they find most forms of personalization at least somewhat creepy, according to “2018 CX Trends Report,” from InMoment. What’s more, 40% of brands fully admit they are being creepy. (The report defines creepy as “causing an unpleasant feeling of fear or unease.”)
The biggest concern was when customers noticed a crossover between the digital and physical worlds, as when Google knows where customers have been. Consumers also know when a brand is asking for too much information — beyond what will actually help in improving
their experience, according to the report.
Brands can’t afford to underestimate their own creepiness. While half of customers say they’d keep shopping with a brand after a creepy experience, 22% report they will leave for other brands, the study found. Even worse, they’ll tell their networks: One in five will tell friends, and one in 10 will share Big Brother-type experiences on social media.
Other findings from the report include:
• Twenty percent of consumers report being angry after a bad experience with a brand, twice the amount that brands assume (10%)
• Almost half of consumers (46%) report they hesitate to give away information simply because they don’t receive value when they do.
• Millennials are the most sensitive of all age groups regarding their personal information and really value in-person — not just digital — commerce.
• Human capital can make or break the customer experience. While 65% of customers report that staff interaction highly influenced positive sentiment, 74% also say poor staff experiences were the most significant contributor to a bad brand interaction.
“Whether it’s how brands are using personal information or the impact of missed expectations, companies continue to underestimate their customers,” said Brennan Wilkie, senior VP of CX strategy at InMoment. “Today’s consumers are savvy, they want to be included in decisions, they want transparency, and they want real value in exchange for sharing personal information or spending their money. The brands that see the new landscape as an opportunity instead of a burden, and focus their efforts on building authentic relationships with customers are seeing massive benefits.”