Consumer opinions on data use by companies in Ireland and the UK 2019

Recent trends in data use by companies to enhance customer experience led to endangering consumers' trust in companies. According to a recent research conducted by Sales Force, in the United Kingdom (UK), 59 percent of consumers were skeptical about companies' use of customer data in 2019. The study also revealed another 46 percent stated that companies mishandling data would lead to a decision to not buy from that company. Increasingly, more and more consumers are becoming aware of the implications of data use by companies. In fact, 66 percent of consumers surveyed in this study said being able to trust companies now matters more than it did a year ago.