Trends Report

Best And Worst Of UK Retailer Privacy Policies

Minor, Low-Cost Changes Can Boost Trust

January 23rd, 2009
Ron Rogowski, VP, Executive Partner
Ron Rogowski VP, Executive Partner
With contributors:
James Wawne , Steven Geller

Summary

Consumers worry about the privacy and security of their information when transacting online. But how well do leading companies perform at making their privacy and security policies (PSPs) known to their customers? To find out, Forrester reviewed the top 15 UK retailers' sites. The results showed that only one site provided links to clearly written polices immediately where users were asked to input personal information. Customer experience professionals can earn user trust with virtually no associated cost by providing visible hyperlinks to, and short summaries of, privacy and security policies wherever users are required to input personal information.

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