A new report from customer insight and database marketing specialist Transactis has revealed that if customers see that a company is using their data to provide good products, relevant communications and efficient service, then they are more likely to trust that firm to hold their data and continue using it to ensure their satisfaction.

 In an age when consumers really have to take a leap of faith and trust companies with their data if they want to make transactions over the internet, most need to feel comfortable that those companies are handling their details responsibly. In order to determine how consumers feel about the care and use of their personal data by the companies they deal with, Transactis surveyed over 2,000 people from across the UK.

 Nearly 90% say they assume that a company is looking after their personal data carefully and intelligently if they are receiving a good service and the customer communications are sensible and relevant. And, more than 80% are happy to hand over further personal data if they see that it is being used to provide relevant perks such as special offers, discounts and loyalty bonuses.

 The vast majority of consumers – more than 92% – believe the companies that have the most satisfied customers are the ones doing the best job of looking after their personal details and using them to add value.

 However, only about one fifth of consumers see any of the firms they buy from using their personal data to make attractive offers and deliver good customer service.

 If companies do show that they are not using data effectively then they risk losing the trust of their customers. The Transactis report found that around 78% of UK consumers begin to doubt the ability of a firm to look after their personal information if the company continually asks for personal details when they have already provided them.

 Peter Thompson, Transactis’ commercial director, comments:  “Data security and the proper handling of personal information is not something most consumers think about, or are particularly concerned about, until there is a problem. In other words, consumers assume that their data is being handled in a careful and intelligent way if they receive good service and sensible communications from a company. But their confidence in a firm’s ability to look after their data can disappear completely if the wrong order arrives, or a delivery goes to the wrong place, or they start to receive unexpected and badly targeted marketing communications – or, in the worst-case scenario, they find that it has been carelessly handled, resulting in fraud.

 “The research demonstrates that customer data has to be used to inform and shape every aspect of a company’s business – from product development to marketing communications to the processing of orders.”

About Transactis

Transactis creates insight from customer transactions and enables clients to act and communicate at an individual level. Using its unique data resources, specialist knowledge and innovative technology, Transactis delivers products and services that allow its clients to make better, faster and more informed decisions to generate greater efficiencies, profit and an enhanced experience for their customers. Honours at the 2009 Data Strategy Awards and Retail Week Technology Awards are the latest in a series of industry accolades for helping clients to maximise performance and value from their customer management investment.

For more information, visit www.transactis.co.uk

Last year saw a turning point in its organisation. The organisers stepped up their game in terms of thought leadership, and this year are offering up to 80 sessions and keynotes from leading industry organisations like Google, Chartered Institute of Marketing and YouTube. This was also helped by the move in 2008 from the smaller Olympia venue to a larger presence at Earls Court. All this has transformed the show into a valuable industry leading event at a time when it would have been easy for the organisers to sit on their laurels being the only DM show around.

Thought leadership, analysis and industry insight has clearly become the focus, drawing in the visitors and exhibitors. And yet looking at the TFM press room, the exhibitor publicity is seriously lacking in effective thought leadership content.  The usual, mundane, “We’re going to be at TFM, this is what we do, please come and visit our stand” is the rule rather than the exception.  Snoozzz. Why not generate original research or publicise your client successes to help you stand out and draw interested punters in?

Luckily my colleague Hugh Filman will be visiting the show.  If you want advice on how to create an effective trade show PR strategy, that is more than a bland press release, flag him down – he’ll be more than happy to help!

The trend has already started with companies turning to everyday employees to promote the brand rather than expensive famous faces. High street banks are an obvious example (although, ironically, the gurning Halifax Howard has now become a minor celebrity in his own right).

Then, of course, there have been the major brand embarrassments. Tiger Woods, John Terry, Ashley Cole – all previously lending their name and face to at least one product in between their extra-curricular activities.

Surely, any clear-thinking marketing managers will now think twice about the relative benefits of celebrity endorsement. Perhaps there will be a swing back to true creativity – where it’s the message and the image that sells, rather than the face.