State of the Connected Customer Appendix 55 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say They’re More Likely to Trust Companies with Their Personal Information If They Do the Following, by Customer Type Give me control over what information is collected about me 91% Consumers 94% Business Buyers Are transparent about how my information is used 89% 93% Have a strong privacy policy 89% 93% Show their commitment to protecting my information 89% 93% Vow not to share my information without permission 86% 91% Ask for my explicit consent to use my information 87% 91% Explain how using my information gives me a better customer experience 84% 90% Use my information to fully personalize my customer experience 75% 84% Salesforce Research