Personalisation, privacy, and building trust in brand communications

[London, 12 November 2024] – A new report, Personalisation and Privacy, reveals how consumers want to connect with brands after a purchase, shedding light on the delicate balance between personalisation and privacy. Based on responses from over 2,000 UK adults, this research highlights consumer preferences for communication channels, the extent of personalisation they desire, and how brands can build authentic relationships without overstepping boundaries. 

Amid a proliferation of communication methods, email remains the most trusted form of brand contact across all age groups, with 57% of consumers ranking it as their top choice. Social media platforms, such as Facebook (72%), WhatsApp (71%), and Instagram (50%), are also highly preferred for brand interactions. However, concerns over privacy persist, as over half (53%) of those surveyed expressed difficulty distinguishing legitimate brand messages from potential scams. 

• Key findings of the Personalisation and Privacy report: Trust in communication channels – Email outpaced social media as the most trusted method of communication by 28.63%, with WhatsApp (23%) and SMS (22%) following. 

• Personalisation vs. privacy – While over 60% of respondents appreciated personalised communications (e.g., name usage and product recommendations), 54% reported discomfort with how much brands seem to know about them, and only 9% felt that brand communications never felt invasive. 

• Connecting through social media – Nearly a third (33%) of consumers said they’d like to hear from their favourite brands more frequently, and post-purchase interactions often include providing product feedback (33%), joining loyalty programmes (32%), or engaging with customer service (29%). 

• Feedback preferences – When sharing positive feedback, 37% of consumers prefer using email, compared to 25% who favour social media and 18% who opt for live chat. 

Kerry Leighton-Bailey, CMO of Feefo, emphasised the importance of these insights: "Consumers are demanding more control and authenticity in their interactions with brands. In an era where personalisation and privacy often collide, brands must prioritise transparency, respect consumer autonomy, and offer a genuine value exchange to build trust." 

This comprehensive report provides crucial guidance for brands striving to enhance their post-purchase communications, with strategies to deepen customer connections while respecting their privacy preferences. 

For more information or to read the full report, please visit Personalisation and privacy: How brands can strike the right balance | Feefo.  

Contact:  

Kerry Leighton-Bailey – Chief Marketing Officer Email: Kerry.lb@feefo.com 

About Feefo 

Feefo is the leading verified reviews and insights platform, trusted by more than 6,500 brands globally. It helps businesses drive long-term growth by collecting, displaying and learning from customer feedback.