1 month ago
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ARTICLE AD BOX
Customers prize an efficient online booking system – and transparency on how their data is ultimately used, argues Rut Steinsten. (Image: ProStockStudio / Shutterstock)
Online, trust is one of the most valuable assets a business can hold. As bookings made through websites and third-party online partners become the standard across multiple sectors, small and medium-sized enterprises are under growing pressure to provide seamless experiences without compromising on privacy or protection. More than ever, customers want assurance that their data is being handled with care. For SMEs, prioritising transparency offers a real opportunity to build lasting loyalty.
A recent survey by the Data and Marketing Association found that 67% of UK consumers are willing to pay more for brands they trust. This willingness reflects a shift in expectations. While price and convenience still matter, transparency around how personal data is collected and used is now playing a significant role in shaping buying decisions. Some of the most critical touchpoints where trust and transparency matter most are in how businesses handle customer interactions online. For SMEs, securing booking platforms and communicating data practices clearly not only builds trust, but also lays the foundation for long-term customer relationships.
Why transparency matters more than ever
Customers today love the convenience of booking services online and are willing to entrust businesses with their personal and financial data. But this trust can be easily undermined. A lack of transparency – whether due to a breach or unclear policies – can have lasting consequences, from customer identity theft to legal penalties and reputational damage.
By being open about how customer data is handled and protected, SMEs can demonstrate accountability and earn long-term confidence. This means more than simply meeting regulations. It involves clear privacy policies, visible security features and proactive communication around data practices. These are the signals that customers notice and reward.
With growing media focus on data privacy, businesses must meet strict standards such as GDPR to maintain credibility. For SMEs, this means using booking systems that meet legal requirements, reduce security risks and provide customers with peace of mind. Maintaining a dedicated security approach and continuously updating systems to stay safe and reliable is essential.
Strengthening trust through secure systems
Holding sensitive client data, booking platforms must be secure by design to maintain customer trust. The technology SMEs use has a direct impact on their ability to maintain transparency and security. When selecting a booking system, businesses should look beyond convenience. It is important to choose tools that comply with current data protection laws and that come equipped with features that support responsible data management.
A secure platform should offer access controls, encrypted data storage, secure payment processing and audit logs to monitor activity. Meeting ISO 27001 standards should be a sine qua non. An internationally recognised benchmark for information security management, the guideline mandates the storage of data in certified data centres with strict physical and network security controls. A secure platform should also provide the means to identify and respond to data breaches quickly. Regular checks on third-party integrations and APIs are also key to ensuring that external connections do not create hidden vulnerabilities.
Turning compliance into competitive strength
While regulations such as the GDPR are in place to ensure a minimum standard of data protection, compliance should not be viewed as a mere box-ticking exercise. For SMEs, compliance lays the groundwork for a culture of openness that helps SMEs stand out. By demonstrating that your SME uses software compliant with both GDPR and ISO 27001, you signal to your clients that protecting their data is a priority.
Customers do not necessarily expect perfection, but they do value honesty. Offering clear, accessible privacy policies, being transparent about how data is used, and communicating openly in the event of an issue all contribute to a stronger, more resilient brand. According to Mintel’s UK Customer Loyalty in Retailing Market Report (2025), 69% of UK adults said that trust influenced their purchase decisions. This all ultimately allows for transparent practices to become a strategic lever for growth and customer loyalty.
A long-term advantage in a competitive market
SMEs often have close relationships with their customers and are committed to making trust part of the everyday experience. By embedding transparency into their use of booking systems and wider business practices, they can deliver the kind of personalised, trustworthy service that customers return for.
This trust translates into long-term business benefits. It fosters loyalty, increases referrals and protects brand reputation. In competitive markets, it becomes the deciding factor for customers choosing between similar services.
The digital future brings challenges, but also opportunities for businesses that are willing to lead with integrity. By securing booking systems and committing to transparency, SMEs can build stronger relationships with their clients, reinforce their reputations and create the conditions for sustainable growth.
Trust is not just protection – it is a business strategy. For SMEs, it starts with booking systems built on transparency.
Rut Steinsen is the CEO of SimplyBook.me
