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Technology

Nurture Relationships

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With recent concerns over government access to personal data, how do consumers feel about businesses tapping into that data to deliver a better experience? A recent study by SAS shows that when organizations use personal data responsibly, most consumers are happy with the results. While 71 percent of the 1,260 respondents said that recent news increased their privacy concerns, 60 percent still expect businesses to know their preferences and understand their needs.

“When businesses use analytics wisely, and with sensitivity to customers’ personally identifiable information, it’s a win-win,” says Wilson Raj, global customer intelligence director for SAS. “It’s a win for brands that nurture profitable relationships based on a deep understanding of their customers. And consumers win when they receive relevant offers and communications from vendors they prefer.”

Raj points out that “data privacy policies require a thoughtful data management and integration strategy to ensure not only effective marketing, but also authentic and welcome customer contacts.”

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