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Guest Blogger

When Amaze One asked consumers what they wanted in return for their personal data, the overwhelming response was not rewards and offers, but something far more fundamental to building long lasting relationships.

The research shows 70% of consumers are concerned about the way personal information is collected. Only 18% feel they have some degree of control over their data. 4 out of 5 have concerns about the way their data is sourced and sold. So what consumers want first from brands is trust and control.

This article explores the state of consumer trust in brands. In an environment where trust has never mattered more, it asks what brands can do to give consumers the trust and control that make them feel that parting with personal data is worthwhile.

It also suggests techniques and strategies to help build trust and control – from transparency in seeking permissions, to engaging on customers’ preferred terms, to personalisation techniques that win friends.

Because when consumers trust you, they are willing to share more.

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