Security News > 2020 > August > Data protection critical to keeping customers coming back for more

The report found that more than three-quarters of respondents are concerned or very concerned about protecting their personal data, with 42 percent of consumers saying they wouldn't share sensitive data with a business for any reason.

As data becomes more valuable to combat the pandemic, companies must provide consumers with more background and reasoning as to why they're collecting data - and how they plan to protect it.

Evenly matched up with the 30 percent of consumers who believe customer service matters most, the results prove that data protection is just as critical to keeping customers coming back for more.

As markets grow increasingly competitive in a fluctuating economy, it's critical for businesses to keep customer loyalty high - and as such, be more open and transparent with how they're using personal data.

"The results of the survey affirm the growing need for brands to focus on building and maintaining this trust, starting first and foremost with protecting customer data. As more businesses utilize the cloud to enable data driven insights, a firm commitment to data privacy will help to ensure long-term loyalty, consumer satisfaction and shareholder value."

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