Customers Giving Personal Info Now Require Much More

There’s more information about people today available then ever before, with most of it coming directly from them. But the more personal and important the information is, the more difficult it is to get it from them. Getting people to like you on Facebook or Twitter is more driven by emotion and impulse. Getting them to divulge personal information addresses their practical side.

Pamela Prentice, Chief Research Officer of SAS, a leading provider business analytics software and services, shares with us the results of a recent study she led that focuses on what it takes for companies to create an environment where customers are more likely to provide personal information about themselves. Information that can help you build a long-lasting relationship with them. (This transcript has been edited for publication. To hear audio of the full interview, click on the audio player at the end of this article.)

Customers Giving Personal Info Now Require Much More