Consumers are wary of how companies use their personal data, and businesses’ data privacy strategies are impacting their customer relationships. While new legislation is holding businesses more accountable for how they are using and protecting consumer data, and brands are focused on compliance in these regulations to avoid financial penalties, stepping out of line can result in far costlier repercussions with their customers. Research from enterprise marketing software provider Tealium found that 85 percent of consumers won’t forgive a company’s misuse of data, even if they previously trusted the brand.
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