The king is customer data or goods?

Large data thefts at retailers and online shops are the ones making headlines. More and more customers, therefore, place increasing importance on protecting their customer data and prefer companies that show efforts in the same. They also suggest two new studies conducted by the expert.

About 80 % of marketing executives (CMO) consider the protection of customer data, the biggest challenge for the next three years. This is a key result of an extensive survey in Germany, France, Great Britain and Norway. Do not sleep CMOs the Big Data issues (83 %) and Mobility (76 %).

"Through the Internet of Things, smart meters and networked cars digital marketing will in the future develop new customer-related data sources. Therefore, all those responsible need to pay particular attention to privacy - otherwise refuse customers  use their data, "said CRM expert at Consulting.


Should it go so far, the marketing is facing a major problem. For data collecting German CMOs especially in the areas of customer satisfaction and contact histories (each 79 %). In order to obtain an overall picture of the customer, collect 73 % of respondents in the range 360 ° degree view. The data are used very similarly. Almost one hundred % stated that they use the information for customer support. In order to offer targeted products and services that use 98 % of marketer’s customer data. Almost as many put customer data for the development of new products and services, a (93 %).

Loyalty cards: trustworthiness is the highest bid

Similar results are also a recent study by TNS Emnid on loyalty cards. Bonus programs are enjoying in many countries, although still very popular, but customers increasingly look more closely who you let in your purse or on her smartphone.

The study, which has created the market research company TNS Emnid on behalf of Payback shows that the most important criterion (93 %) is the trustworthiness of the provider of the successful customer card. Here leads Payback (58 %) with some distance in front of Tchibo (38 %) and Ikea (38 %). Even with the reputation (82 %), distribution (54 % of households) and the presence is Payback ahead: The card is inserted by the EC and credit card to third place in the wallets.