- Gate One’s customer-centricity report reveals Irish customers demand more from businesses when it comes to data protection
- Report also suggests the majority of customers have experienced a vast improvement in online services offered by companies in Ireland since COVID-19 began
Gate One’s recent customer-centricity report, “Keeping customers close: Customer-centricity in a rapidly changing world”, reveals that almost 60% of Irish customers are extremely concerned about the data companies hold about them. The management consultancy, which recently launched in Ireland, surveyed 2,000 customers and 500 business leaders across Ireland, the UK, France and the US to assess the state of business-customer relations.
The report found that Irish customers expect more from the businesses they engage with when it comes to data security and protection when compared to customers in other markets. Irish customers are also willing to allow a greater and more flexible use of their personal data if they receive more tailored products and services. However, the biggest concern for Irish customers is that their personal data will leave the business they deal with – either by being sold on or the company being hacked.
Across all the markets surveyed, levels of concern about data are greatest among customers aged 55 years and over. Customers in France are most apathetic towards their data and how it is used, with 36% of respondents saying they simply do not care what data companies hold on them.
Speaking about the report, Gate One Ireland lead Anthony Gaffney says: “The amount of data available to businesses offers an enormous opportunity to gain greater insight into what the customer expects and wants. But with all big opportunities, there will be challenges too. Our customer-centricity report proves that Irish customers are really concerned about data security and protection, so it is vital that businesses find the safest and best way to leverage this data. Companies need to be transparent with their customers about when and why their data is being collected. The potential misuse of data can lead to significant financial and reputational damage for a company, and it would be remiss of any business in Ireland to not take this matter seriously. If businesses are to become more data-driven, they must double down on their data security efforts by investing properly in this area.”
Gate One’s customer-centricity report also reveals that Irish customers are benefiting from the fact that more businesses have expanded and improved their digital offering in response to COVID-19. The pandemic has changed the relationship between businesses and customers globally, with restrictions and rolling lockdowns forcing many businesses to rethink how they operate. As a result, many Irish companies have bitten the bullet and made the move online.
More than 17,000 Irish companies applied for a trading online voucher in 2020, compared to just 1,200 applications in the whole of 2019. Some companies are registering exports for the first time in their history as they move from serving those not just in their local neighbourhood but anywhere in the world. Gate One’s customer-centricity report reveals Irish customers feel they have benefited from this innovation and digitalisation. Badly executed digital innovation on websites, apps and social channels are not only a major headache for customers but also damage the trust they have in a business. Customer expectations have risen over the past number of years and as a result, people are looking for simple, fast, straightforward, and intuitive experiences online. The report shows 70% of Irish customers agree there has been a vast improvement in online services offered by companies since the pandemic began. This compares to 60% in France, 55% in the UK and just 53% in the US.
