State of the Connected Customer Customers Balance Personalization and 19 04 Privacy Amid a Crisis of Trust Providing the experiences customers expect In a World of Vulnerabilities, Customers Are Increasingly Distrustful takes a new breed of technologies, as well as a thorough understanding of unique needs and Percentage of Customers That Agree with the Following expectations — and that takes data. But, as recent incidents have laid bare, not all companies are earning their customers’ trust to do the right All Customers Consumers Business Buyers thing with these technologies and data. 63% 62% of customers say I believe my personal information 59% they’re more afraid is vulnerable to a security breach 50% of their data being compromised now than 62% they were two years ago. I’m uncomfortable with how companies 57% use my personal/business information 48% The issue, however, goes deeper than a fear of malicious hackers. Fundamentally, customers have lost trust in companies to do the right thing 50% when it comes to their data. Fifty-seven percent I’m confused about how companies 45% of customers (including 62% of consumers) are use my data uncomfortable with how companies use their 34% personal information. Part of this discomfort may stem from the simple fact that so many customers — half of consumers, for instance — feel confused about how companies use their data in the first place. SalesforSalesforcce Re Researesearchch