As a result of regular news stories about corporate data breaches to documentaries about how social media uses data, public awareness is increasing around how personal data is collected, stored, protected and used. Businesses have various ways they can use their more unified data to improve the customer experience. Check out these best practices from MarketingProfs:
- EMPOWER YOUR CUSTOMERS
Give them control over their data. Let them set their preferences over what data is shared and contact channels for shipping notifications and promotions. - SHOW CUSTOMERS WHAT YOU KNOW ABOUT THEM
Be transparent. When customers come to your website, they should be able to see information you already have, such as their purchase history and previously viewed items. - MAKE IT EASIER FOR YOUR CUSTOMERS TO DO BUSINESS WITH YOU
Think about the cookie policy experience. You don’t want to stop customers as soon as they come to your site. Use data to streamline their experience in your storefront. - MAKE YOUR MESSAGES RELEVANT
Only send your customers communications that align with their shopping history, buying patterns and preferences. For example, if a customer wants to get promos only about a certain topic via text, stick to that. - BE TRANSPARENT ABOUT DATA COLLECTION
Clearly state to customers what you’re collecting, why you’re collecting it, how you’re going to store it and use it, and how the consumer can change the data they share with your brand.
