Indian consumers willing to share personal data for a superior brand experience

When it comes to better brand experience, consumers are willing to share personal information to help firms deliver superior service, a survey said on Tuesday.

SAP logo at SAP headquarters in Walldorf, Germany. Reuters.

SAP logo at SAP headquarters in Walldorf, Germany. Reuters.

According to e-commerce and product content management software provider SAP Hybris, 92 percent of Indians — compared to 82 percent of additional respondents from Asia-Pacific (APAC) region — are willing to provide some information to brands.

The survey also listed that unknown user data (74 percent), unresponsive customer service (73 percent), spamming (59 percent) and making mistakes more than twice (56 percent) as the top four reasons Indians break up with brands.

More than half of them said they would provide their email address (68 percent) as well as shopping history and preferences (56 percent).

"There are various factors that can establish customer loyalty or cause a break-up," Nicholas Kontopoulos, Vice President, Fast Growth Markets Marketing, SAP Hybris, said in a statement.

"To best cater to customers and stay ahead of their demands, organisations must first and foremost understand their customers so they can engage them in a more personalised fashion," Kontopoulos added.

A recent Forrester survey of Indian business and technology decision-makers reported that 70 percent consider customer experience to be a high or critical priority for their companies.

At the same time, Indians have high expectations for brands, with 94 percent expecting a response within 24 hours of an inquiry and half wanting brands to surprise them, keeping the relationship alive.

Additionally, 54 percent — the highest among APAC countries surveyed — expect brands to ensure consistent promotions both online and in-store, the survey found.

With the willingness to share information, Indian respondents also expect their data to be protected.

Updated Date: Oct 31, 2017 17:51 PM