Survey Finds Consumers Long for Return of Personal Service

Companies that Make Personalized Offers Based on Store and Online Purchases

Provide a Welcome Advantage to Consumers



Apr 03, 2001, 01:00 ET from NCR Corporation

    DAYTON, Ohio, April 3 /PRNewswire/ -- Eighty percent of Americans are
 willing to share personal information with companies if it means getting more
 personal service while shopping, according to a survey sponsored by Teradata,
 a division of NCR Corporation (NYSE:   NCR).  Consumers reported that personal
 service has gone missing from their shopping experiences, and they would like
 it to return.
     As further evidence of the importance of individualized service, a
 majority of consumers (60%) said companies that provide personal offers that
 combine online and offline information about their shopping preferences offer
 an advantage that "makes life easier."
     With concerns about privacy, companies need to clearly communicate the
 benefits of personalization to build consumer confidence. Two-thirds (67%) of
 consumers "think a lot about privacy" as they surf the Internet.  In addition,
 79% of survey respondents said explicit guarantees that their personal
 information will be kept private would encourage them to purchase products or
 services online.
     BuzzBack, an online research company, conducted the survey in March 2001
 on behalf of Teradata. The survey is based on feedback from 187 men and women
 ages 21-65.
     Commenting on their experiences with online personalization, consumers
 responding to the survey made comments like, "I like to be addressed by name.
 Some of the Web sites have e-mailed me after I got their product, telling me
 about other items I might like. I know it is only a machine programmed to do a
 follow up but it makes me feel like the company cares enough to remember my
 name and what I might like."
     "Personalization has benefited me," said one consumer, "because I received
 e-mails letting me know when products I was interested in were on sale."
     But some consumers warned businesses that they must earn their trust,
 stating, "I want to have a choice about what information a business collects
 about me.  I would be much more willing to give that information if I had full
 control of how the information is used and who has access to it."
 
     Additional survey findings:
     * More than one third of consumers had spent more than $500 online in the
       last 12 months, with most purchasing music CDs, computers and software,
       books, and apparel.
     * More than two-thirds of consumers said they spend 10 to 50 hours each
       week on the Internet, with the majority saying they frequently visit new
       Web sites.
     * Despite their concerns about online privacy, only 19% of consumers said
       they always read a Web site's privacy notice.  But 62% said they read
       the notices "sometimes."  Even so, the posting of privacy notices on
       companies' Web sites encourages trust, according to over 75% of
       Americans.
 
     About BuzzBack
     BuzzBack, based in New York, NY, is the premiere QualiQuant online
 research tool. BuzzBack leverages the power and speed of the Internet to
 provide marketers with desktop-based real-time qualitative insights, combined
 with a quantitative framework for more actionable results. BuzzBack provides a
 unique forum to tap consumers for key marketing decisions -- reducing costly
 travel and research costs -- and increasing the pace for innovation and
 improved customer satisfaction. For additional information, to demo BuzzBack,
 or to sign-up for a BuzzBack session please visit the company's Web site at
 www.BuzzBack.com or call 212-529-9104.
     BuzzBack is a member of the Advertising Research Foundation (ARF) whose
 mission is profitable marketing through effective research, dedicated to
 promoting the highest quality business and consumer marketing, advertising and
 media research by developing guidelines and standards, and by providing
 objective and impartial technical advice and expertise. www.thearf.org
 
     About Teradata Division
     Teradata, a division of NCR Corporation, offers powerful analytical
 solutions that help businesses drive growth.  Teradata solutions include the
 Teradata database, and analytical applications for customer relationship
 management, operations and financial management, business performance
 management and e-business. To learn more about Teradata Division and its
 solutions, go to http://www.ncr.com/teradata .
 
     About NCR Corporation
     NCR Corporation (NYSE:   NCR) is a leader in providing Relationship
 Technology(TM) solutions to customers worldwide in the retail, financial,
 communications, manufacturing, travel and transportation, and insurance
 markets.  NCR's Relationship Technology solutions include privacy-enabled
 Teradata(R) warehouses and customer relationship management (CRM)
 applications, store automation and automated teller machines (ATMs).  The
 company's business solutions are built on the foundation of its long-
 established industry knowledge and consulting expertise, value-adding
 software, global customer support services, a complete line of consumable and
 media products, and leading edge hardware technology. NCR employs 32,900 in
 more than 100 countries, and is a component stock of the Standard & Poor's 500
 Index.  More information about NCR and its solutions may be found at
 www.ncr.com .
     NCR and Teradata are trademarks or registered trademarks of NCR
 Corporation in the United States and other countries.
 
 

SOURCE NCR Corporation
    DAYTON, Ohio, April 3 /PRNewswire/ -- Eighty percent of Americans are
 willing to share personal information with companies if it means getting more
 personal service while shopping, according to a survey sponsored by Teradata,
 a division of NCR Corporation (NYSE:   NCR).  Consumers reported that personal
 service has gone missing from their shopping experiences, and they would like
 it to return.
     As further evidence of the importance of individualized service, a
 majority of consumers (60%) said companies that provide personal offers that
 combine online and offline information about their shopping preferences offer
 an advantage that "makes life easier."
     With concerns about privacy, companies need to clearly communicate the
 benefits of personalization to build consumer confidence. Two-thirds (67%) of
 consumers "think a lot about privacy" as they surf the Internet.  In addition,
 79% of survey respondents said explicit guarantees that their personal
 information will be kept private would encourage them to purchase products or
 services online.
     BuzzBack, an online research company, conducted the survey in March 2001
 on behalf of Teradata. The survey is based on feedback from 187 men and women
 ages 21-65.
     Commenting on their experiences with online personalization, consumers
 responding to the survey made comments like, "I like to be addressed by name.
 Some of the Web sites have e-mailed me after I got their product, telling me
 about other items I might like. I know it is only a machine programmed to do a
 follow up but it makes me feel like the company cares enough to remember my
 name and what I might like."
     "Personalization has benefited me," said one consumer, "because I received
 e-mails letting me know when products I was interested in were on sale."
     But some consumers warned businesses that they must earn their trust,
 stating, "I want to have a choice about what information a business collects
 about me.  I would be much more willing to give that information if I had full
 control of how the information is used and who has access to it."
 
     Additional survey findings:
     * More than one third of consumers had spent more than $500 online in the
       last 12 months, with most purchasing music CDs, computers and software,
       books, and apparel.
     * More than two-thirds of consumers said they spend 10 to 50 hours each
       week on the Internet, with the majority saying they frequently visit new
       Web sites.
     * Despite their concerns about online privacy, only 19% of consumers said
       they always read a Web site's privacy notice.  But 62% said they read
       the notices "sometimes."  Even so, the posting of privacy notices on
       companies' Web sites encourages trust, according to over 75% of
       Americans.
 
     About BuzzBack
     BuzzBack, based in New York, NY, is the premiere QualiQuant online
 research tool. BuzzBack leverages the power and speed of the Internet to
 provide marketers with desktop-based real-time qualitative insights, combined
 with a quantitative framework for more actionable results. BuzzBack provides a
 unique forum to tap consumers for key marketing decisions -- reducing costly
 travel and research costs -- and increasing the pace for innovation and
 improved customer satisfaction. For additional information, to demo BuzzBack,
 or to sign-up for a BuzzBack session please visit the company's Web site at
 www.BuzzBack.com or call 212-529-9104.
     BuzzBack is a member of the Advertising Research Foundation (ARF) whose
 mission is profitable marketing through effective research, dedicated to
 promoting the highest quality business and consumer marketing, advertising and
 media research by developing guidelines and standards, and by providing
 objective and impartial technical advice and expertise. www.thearf.org
 
     About Teradata Division
     Teradata, a division of NCR Corporation, offers powerful analytical
 solutions that help businesses drive growth.  Teradata solutions include the
 Teradata database, and analytical applications for customer relationship
 management, operations and financial management, business performance
 management and e-business. To learn more about Teradata Division and its
 solutions, go to http://www.ncr.com/teradata .
 
     About NCR Corporation
     NCR Corporation (NYSE:   NCR) is a leader in providing Relationship
 Technology(TM) solutions to customers worldwide in the retail, financial,
 communications, manufacturing, travel and transportation, and insurance
 markets.  NCR's Relationship Technology solutions include privacy-enabled
 Teradata(R) warehouses and customer relationship management (CRM)
 applications, store automation and automated teller machines (ATMs).  The
 company's business solutions are built on the foundation of its long-
 established industry knowledge and consulting expertise, value-adding
 software, global customer support services, a complete line of consumable and
 media products, and leading edge hardware technology. NCR employs 32,900 in
 more than 100 countries, and is a component stock of the Standard & Poor's 500
 Index.  More information about NCR and its solutions may be found at
 www.ncr.com .
     NCR and Teradata are trademarks or registered trademarks of NCR
 Corporation in the United States and other countries.
 
 SOURCE  NCR Corporation