To limit the impact of growing consumer mistrust and increasingly complex data privacy legislations such as the EU’s General Data Protection Regulations (GDPR), companies must provide well-designed, iterative consent experiences. The customer experiences must clearly explain what data is being collected, why it is being collected, and who it will be shared with not only at the time of collection, but on a consistent basis thereafter. The goal should be to encourage ongoing engagement over time, taking into account the evolving outlook of the individual. The ability to demonstrate the value of engagement and share back the result of that engagement will be a key differentiator for brands that manage the customer insights process effectively.
Transparency was once a soft attribute tethered to a company’s value statement but is now a legislated mandate that must be demonstrated, documented, and communicated with clarity. Even when efforts to be transparent are legally compliant, the court of public opinion routinely determines those efforts are not sufficient.
For years, first-party data collection tactics relied on burying or omitting relevant information. Not only are these methodologies no longer acceptable, in many cases they are no longer legal. First-party data is no longer free for the taking. Securing actionable, agile customer insights requires consent. That consent is a critical building block of trust and requires a structured, strategic approach to increasing transparency when capturing the voice of the customer.
As the global leader in the collection and application of consent data, Vision Critical will guide your journey to becoming a customer-centric organization with declared data collection and application that builds deeper relationships with your customers while maintaining data security and privacy.