Putting customers first
Data Nation 2014
The survey considers Great Britain's attitude to data use and privacy of England, Wales and Scotland. Our research reveals that the nature of the business-to-consumer and government-to-citizen relationships are changing.
Deloitte’s Data Nation survey – which measures the public’s attitudes to data use and privacy in England, Wales and Scotland – shows that consumers in 2014 are more aware than ever that data about them is being collected and used by organisations. Their perception that organisations hold a great deal of personal information about them is also on the increase. However, the public’s confidence that their data is being handled securely or analysed for their benefit has remained consistently and worryingly low for the last three years. This is, perhaps, unsurprising given that the number of media reports about data breaches exceeded 24,000 during the first nine months of 2014, a seven-fold increase over the same period last year.
As always, there are two ways of looking at this result. On the one hand, Data Nation describes a largely uncertain, untrusting and disempowered public: a national population that begrudgingly gives up its data and all control over it while remaining deeply cynical about the commercial motives of the organisations using it. On the other hand, this confidence-deficit heralds a new opportunity for insight-driven organisations that provide greater transparency, more tailored benefits and cede control of data to their customers.
What becomes apparent from our research is that the nature of the business-to-consumer and government-to-citizen relationships are changing. Big data may well provide new insights that power innovative and profitable businesses, but it also forces closer and more open ties with the people that matter – the customers. How will you respond?