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Industry Research : Banks, Healthcare Providers, and Government Remain Most Trusted by Consumers, Despite Lack of Transparency

#contactcenterworld, @Genesys

Highly regulated organizations earn the most trust from consumers regarding protection of their personal data, according to a new opinion survey on data personalization, privacy and trust sponsored by Genesys(R), a global provider in cloud customer experience and contact center solutions. Overall, the organizations that consumers trust most with their data are banks (48%), healthcare providers (40%), and government agencies (39%). The survey gathered responses from 5,000 adults in six countries: Australia, Germany, Japan, New Zealand, the United Kingdom (U.K.) and the United States (U.S.).

Ironically, the companies that consumers trust the least are also the ones whose primary purpose is sharing data. Social media companies ranked highest on the "least trustworthy" list, identified by an average of 48% of survey respondents across the six countries. This is followed by cryptocurrency providers and smart-home device companies, tied at 23%.

Privacy issues around third-party accumulation and use of personal data have come to the forefront of consumer concerns in recent years. This is due to many well-publicized lapses in data security management, a frequent lack of transparency in the corporate communications around breaches as well as opaque and sometimes unethical practices on how and with whom data is shared.

The survey results show that 91% of consumers are concerned that companies might abuse their personal data, with 32% expressing themselves as "very concerned." In fact, nearly half (46%) of respondents say they are "more concerned" today about misuse of their private data than they were five years ago.

"Personalized experience is the key to improving customer satisfaction, but to do it successfully requires access to data, which consumers are increasingly fearful of sharing for privacy reasons," said Janelle Dieken, senior vice president for solutions and product marketing at Genesys. "The COVID-19 pandemic has put a new emphasis on consumer trust, especially in relationships with government entities, financial institutions, healthcare providers, and the retail and hospitality industries. Our survey results tell us there is an opportunity for these organizations to improve trust, especially across generational age groups, if they want to grow long-term customer loyalty."

Who do you trust — or not?

From a list of 15 options, survey participants were asked to select up to three organizations or institutions they trust the most with their personal data. They were then asked the reverse question, to choose the three industries they trust the least.

Generation gap. There's a noticeable difference across generations as to what constitutes a trustworthy organization versus an untrustworthy one. The top three industries — banks, healthcare, government — all see their impression of trustworthiness drop steadily across the age groups. While 59% of Boomers tapped financial service vendors as most-trusted, only 35% of Gen Z feels that way. And government agencies only get a "most trustworthy" designation from 27% of Gen Z, compared to 47% of Boomers.

Thumbs down. While social media companies have the dubious distinction of ranking at the top of the "least trustworthy" list across all six countries surveyed, the amount of distrust varies. Just 32% of consumers in Japan rank them as the least trustworthy, compared to 55% in the U.K. and 60% in New Zealand. And the older the survey participant, the less trust the person has. 56% of Boomers in the survey voted social media companies as least trustworthy, decreasing to the Gen Z low of 39% (which was still Gen Z's least trusted organization).

Insurers vary. Insurance agencies handle sensitive data in order to process claims, so it's not surprising that consumers rank them fairly highly for trustworthiness — but there is a definite distinction as to the type of insurance provider. Nearly a quarter (24%) consider health insurance companies among their top three industries on the trust scale, with even higher marks in Germany (47%) and the U.S. (29%) compared to a low of 11% in the U.K. However, home and auto insurers do not fare as well, with only 11% of respondents on the multi-country survey choosing them among the most trustworthy organizations.

E-commerce triumphs. The results of the survey are sometimes rather surprising, with online-only retailers ranking more highly for trustworthiness, at 10% globally, than did those that also have a brick-and-mortar presence (6%). Rather oddly, when the question was posed as to whom the survey participants trusted least with their data, online retailers still ranked more highly at 19%, compared to retailers overall at 17%. The opinions were fairly consistent across gender and generational lines.

Government gains. People living in suburban areas rank government agencies more highly for trust (42%) than city dwellers (34%). However, it's no surprise that trust in government varies by country. Whereas 52% of Australians and New Zealanders consider government agencies among the most trustworthy of organizations (just below banks and other financial services providers), only 25% of the German survey cohort feels that way.

Below are some additional highlights from the survey conducted in the U.S.:

Survey participants in the U.S. most trust the same three organizations as the multinational survey pool, but there is a difference in who they selected as least trustworthy: social media companies (47%), rideshare and personal transportation providers (23%), and smart-home technology companies tied with online and brick-and-mortar retailers (both at 21%).

U.S. women drove rideshare and personal transportation providers into the top three most untrustworthy industries, at 28% versus 18% for men. Distrust is similar across age groups.

U.S. healthcare providers may rank highly overall in terms of trust, but they have an opportunity to improve their reputation with Gen Z (34%) to keep up with Boomers (52%).

Although both U.S. men and women consider government agencies among their top three most-trusted institutions for protecting personal data, more women (34%) ranked it highly than men (25%).

48% of U.S. survey participants chose banks or other financial services providers as the organizations they trust most but surprisingly, wealthier Americans (over $100,000 income) have somewhat less trust (44%) than people earning between $50,000 and $100,000 (52%). They are also more trusted by people living in suburbs (51%) and rural areas (50%) than in urban areas (42%). Trust drops across generations, with Boomer Americans expressing considerably more trust (59%) that banks will protect their personal data than Gen Z (34%).

Research Methodology:
The online survey was conducted by Wakefield Research in early April 2020. Participants were 5,000 adults ages 18+, balanced by gender, in the following markets: 1,000 in the U.S., and 800 each in Australia, Germany, Japan, New Zealand, and the U.K. The margin of error for the multi-country audience is +/- 1.4 percentage points at the 95% confidence level.

#contactcenterworld, @Genesys

Posted by Veronica Silva Cusi, news correspondent

About Genesys:
Company LogoGenesys® powers 25 billion of the world’s best customer experiences each year. Our success comes from connecting employee and customer conversations on any channel, every day. Over 10,000 companies in 100+ countries trust our #1 customer experience platform to drive great business outcomes and create lasting relationships. Combining the best of technology and human ingenuity, we build solutions that mirror natural communication and work the way you think. Our industry-leading solutions foster true omnichannel engagement, performing equally well across all channels, on-premise and in the cloud. Experience communication as it should be: fluid, instinctive and profoundly empowering.
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Today's Tip of the Day - Call-backs

Read today's tip or listen to it on podcast.

Published: Monday, June 22, 2020

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2024 Buyers Guide Computer Telephony Integration

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

AMC Technology

DaVinci provides Computer Telephony Integration (CTI) to a library of pre-built applications + UXiPaaS (User Experience Integration Platform as a Service) built specifically for contact centers. As contact center needs evolve, organizations need to have access to extend or create new functionality, without waiting to be a part of a software roadmap. Get the benefits of CTI within your CRM like screen pop, click-to-dial, screen transfer, speed dial and more, but future-proof your contact center so you can expand and integrate how and when you want.

IntraNext Systems

IntraNext Systems develops agent efficiency tools and data security software solutions for medium-to-large contact centers. Our Event Intelligence® Platform solutions include SmartCTI™, iGuard®, and SmartSIP™. SmartSIP is based on our patented SIP layer technology and provides a DTMF masking solution for VoIP environments.


What is PhoneIQ?
PhoneIQ is the modern cloud phone system and contact center platform built exclusively for companies on Salesforce. Our all-in-one cloud communications platform brings together power dialing, local presence, voicemail drop, Salesforce call routing, call recording and a complete PBX replacement that lives within your CRM. With support for desktop, mobile, and desk phones, PhoneIQ works seamlessly at the office or remote, logging all interactions in Salesforce and generating reports in real-time.

Best For
Companies using Salesforce and looking for a phone system, dialer, or contact center software that provides deep integration capabilities with their CRM and expert Salesforce support.


Easy Contact Center Traffic Analytics (Ec2Traffic)
Prilink Ec2Traffic provides network traffic analytics (NTA) for Internet, SIP Trunk and WebRTC traffic for on-premises and cloud Contact Centers.

Ec2Traffic analyzes network layer 2 to 4, RTP and SRTP packet loss and SIP protocols in real-time from the demarcation point or network edge, generating NTA metadata and requires little telemetry bandwidth.

Ec2Traffic provides:

- Year-round NTA metadata

- Daily CSV files upload to Customer business applications

- Capture packet to Wireshark for Deep Packet Inspection (DPI)

- detect traffic anomalies

- and more ....

The Primas Group

Primas CX
Primas CX is a CTI-based contact center enhancement suite that takes your contact center software to the next level.
It provides a set of tools that every contact center needs, over and above their vendor features.

*Advanced Call Back in Queue & SMS in Queue
*Agent Screen Pop
*Chatbot Automation
*Welcome Back Greeting
*Post Contact Survey
*Dropped Call Reconnect
*Digital Front Door & Many more

As a Vendor Agnostic ISV, we pride ourselves on delivering the best COTS & Custom solutions for any contact center in any industry.




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