Forrester: People Care about Data Privacy More Than Ever Before

It is “imperative” for companies to improve privacy and security as customers “care about their data more than ever before” according to the latest survey from Forrester. Businesses must be prepared as the “next wave” of data privacy issues “could be the one that will disrupt industries and erode brands.”

The survey will be discussed at the Privacy and Security Forum Europe 2018 where Forrester is bringing together experts to work on how to ensure the integrity of data, improve customer experiences and create competitive differentiation with security and privacy. However, there are a few interesting insights that can be gleaned from the data that was released publicly.

Personalization

According to the survey, 26% of online adults in France, Germany, Italy, Spain and the United Kingdom want retailers to do more to offer personalized experiences.

If businesses are to meet this customer demand for more personalization while respecting the privacy of their customers, they are going to need to implement consent management software with granular controls for preferences. This will enable them to have the information necessary to deliver precisely the experience that the individual customer is looking to receive from them.

The importance of capturing consent is demonstrated by the responses to one of the other survey questions. According to the survey, half of online adults in the European Union are “very concerned” when they see ads that are too personalized. In all likelihood, this occurs because the users did not receive two of the fundamental tenants of data privacy, transparency and control. Without being told by the company that it would receive personalized ads or the ability to opt-out of the personalization, the customers objected to the manner in which it occurred. Other research, like that which was published in the Harvard Business Review earlier this year, demonstrates that both business transparency and customer control are necessary to improve user trust of a business on data privacy.

Data Subject Access Rights

The survey also determined that 65% of online adults in the European Union are very likely to ask companies to delete their personal information.

This demonstrates what many businesses have quickly found out in the months after GDPR went into effect: People are going to exercise their right to delete. One survey in the United Kindom has already found that around a third of people have exercised one of their subject access rights already. The Forrester survey provides further support to that conclusion.

With California extending the right to delete to another 40 million people through the California Consumer Privacy Act and providing a model for other locations in the United States, businesses need to understand that the right to delete has become a mainstay of their operations and work to streamline their internal methods and processes. Manual efforts simply will not scale if all of the United States is given the rights that Europe has now and California will soon have.

Call Clarip at 1-888-252-5653 to setup a demo to see how Clarip’s consent management and DSAR Portal can help your organization improve its data privacy practices and meet consumer demands.

More Blog Posts About Data Subject Rights:

Privacy Risks Emerge in DSAR Responses by Businesses
Survey: Majority of UK Consumers will Exercise Data Subject Access Rights in Next Year
GDPR Deadline to Bring Data Subject Access Requests

Improve Data Privacy for GDPR or CCPA with Clarip

The Clarip team and enterprise privacy management software are ready to meet your compliance automation challenges. Click here to contact us (return messages within 24 hours) or call 1-888-252-5653 to schedule a demo or speak to a member of the Clarip team.

If compliance with the California Consumer Privacy Act is your focus until 2020, ask us about our CCPA software. Handle automation of data subject access requests with our DSAR Portal, or provide the right to opt out of the sale of personal information with the consent management software.

Need to improve your GDPR compliance solution? Clarip offers modular GDPR software that can fill in gaps in your privacy program. Choose from the data mapping software for an automated solution to understanding your data collection and sharing, conduct privacy risk assessments with DPIA software, or choose the cookie consent manager for ePrivacy.

Click here to contact us (return messages within 24 hours) or call 1-888-252-5653 to schedule a demo and speak to a member of the Clarip team.