75% of companies think they offer great personalisation (but less than half of consumers agree)

Report reveals disconnect between how companies perceive their personalisation and privacy efforts and consumer experiences.

Three-quarters of companies think they offer their customers a good or excellent experience of personalisation – but just 48% of consumers agree, according to latest customer engagement research.

Despite almost all B2C companies (98%) agreeing that personalisation grows customer engagement  and 88% claiming it to be important to their engagement strategy, there is a disconnect between businesses and consumers on what is considered excellent personalisation services. 

More than four in 10 consumers rated their personalised experiences as ‘average’, and just half agreed that companies often personalise engagement – compared to 84% of the companies surveyed.

Customer engagement platform Twilio’s third annual State of Customer Engagement report found that personalisation was deemed a high priority in 95% of Italian firms, 91% of those based in France and 88% of UK businesses. Japanese companies placed a lower importance on personalised customer experiences (69%).

The research combined analysis of Twilio interaction data across more than 250,000 organisations with two surveys of more than 4,500 consumers and 3,000 business leaders across 12 countries. It also revealed that 94% of companies said they used first-party data for personalised experiences, but just 61% of consumers believed this was the case. 

Glenn Weinstein, Chief Customer Officer at Twilio said: “True personalisation means showing a real understanding of your customer. It goes beyond adding their name to the top of an email, into tailoring their experience based on everything the customer has shared, and it’s built on meaningful engagement and trustworthy first-party data.” 

Poor customer support will hit the bottom line

While it may seem obvious that good customer service will enhance engagement, the report highlighted the severity of reaction to poor customer support.  

More than half (56%) of consumers said they will stop interacting with a company after a frustrating customer support experience, with 22% of this group saying that having no means to contact customer support would mean they would end their dealings with a brand.

Trust gap when it comes to data protection

The research also uncovered differing perceptions between companies and consumers when it comes to data and privacy. Just under two-thirds (65%) of consumers surveyed said they trust the brands they do business with to protect their data, but 95% of companies said they believed their customers trusted them to do so. And while 71% of consumers said they wanted greater data privacy, just 55% of companies believed their customers wanted extra protection.

Transparency also produced a trust gap – with 95% of companies saying they are transparent about how they use customer data, but just 62% of customers agreeing. 

Meanwhile, more than eight in 10 companies said at least half of the data their marketing strategies currently relied on was third-party data. But nearly all businesses (95%) agree that fully owning and using customer data will be their biggest growth lever over the next three years.

“Those that prioritise first party data have the opportunity to not only own the data, but also develop stronger customer relationships based on more relevant, accurate data,” the report concluded.


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