JanrainĀ®, the company that created the Customer Identity and Access Management (CIAM) category, today announced the results of a new survey conducted to determine on what terms United States (U.S.) consumers will share their personal data with brands.

The survey found that brand trust is the biggest requirement or prerequisite for persuading users to share their data, and more effective than special offers or discounts. For 86% of those surveyed, the best way to create and maintain that trust is to provide “positive” customer experiences. Aside from knowing they will be treated well, consumers also found compelling loyalty programs (74%), philanthropic activities (63%) and robust online communities (50%) to be effective mechanisms for instilling confidence in brands.

“With access to personal data, brands can create a virtuous cycle that results in significantly greater customer loyalty,” said Jamie Beckland, Vice President of Product at Janrain. “The knowledge that comes with this information can be used to improve user experiences and drive deeper engagement, which in turn helps companies build out more complete customer identities. Identity management is key to improving the customer experience; and the enhanced understanding of the customer leads to increased consumer trust, a win-win proposition for both customer and brand. But, without access to personal data, brands can’t deliver on customer expectations.”