Even though 97% of consumers are somewhat or very concerned about protecting their data, they are more than willing to tell brands how they want to interact with them, if marketers are willing to listen (which we most definitely are right?).
But that doesn’t mean they aren’t taking control of the data they’re handing over to companies – data privacy regulations like CCPA and GDPR are just reinforcing the huge responsibility companies have to uphold consumer privacy expectations.
Buyers expect a trusted experience and for their preferences to be upheld – but how do brands deliver on that?
By having total control over their customer data.
Read that again – total, control.
What does that really mean? Privacy needs to be a very clear priority from the top down in an organization and it needs to include all teams that handle customer data (everyone from legal to marketing, sales, IT and analytics teams).
Brands need to ensure that every department is equipped with the right processes and policies to really care for the customer data they’re interacting with. And it’s not just about thinking about the people who are interacting with customer data, but the technology too.
Organizations will want to leverage technology that is collecting consent preferences in the moment, and ensuring that their tech stack downstream adheres to those preferences – all in one channel. This requires a truly integrated, and end to end approach to collecting and distributing first-party customer data.
Take Tealium customer Minor Hotels for example. They knew they had to take control of their data or else their customer experience would be disjointed and trying to deliver a balance of personalization and privacy would be nearly impossible.
“Being able to manage our processes in-house has been critical to the business in terms of generating savings to both revenue and time. My team previously spent up to 20% of their working week managing third-party vendors, but their time has now been redirected more strategically towards business development and further streamlining internal processes.” – Anthony Green, Group Director Digital Applications & Platforms, Minor Hotels
Having the data collection process be automated, and in real-time, allows marketers to be able to really listen to and learn what consumers are telling them (through their data).
Bonus! You can go a step further in providing experiences your buyers trust by combining your Consent Management Platform (CMP) with a Customer Data Platform (CDP) to really be able to collect preferences in real-time. Pairing these two robust tools means you can correlate consent requests to your customers profile and then distribute that important info across all of the other channels your organization is interacting on , all in real-time!
You can learn more about how CDPs and CMPs are betting together in powering your data privacy efforts here.
Take control of your customer data and you’ll create more trusted experiences (and relationships) with your customers!
Want to see what other critical components go into building consumer trust? Check out our helpful ebook ‘The New Era of Dynamic Marketing: 5 Principles for Creating Meaningful Customer Experiences Based on Data’.
Here’s to you creating more trusted experiences today!
