THE HIGHLIGHTS
Five tips for making privacy tools consumer-centric
Brands can build trust with their audiences if they provide transparent user experiences when it comes to their privacy.
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Whether it is communicating with customers, collecting data or reacting to privacy requests, organisations can gain a competitive advantage if they follow best practice in this area and let consumers choose if and how they want to engage.
At the Festival of Marketing, Zack Meszaros, marketing solutions engineer at OneTrust PreferenceChoice said brands should move to a centralised ‘trust centre’, which is consumer-centric in its user design and allows them to make meaningful and simple choices about their data and privacy. He presented a session at the Festival entitled ‘Five ways to build trust and empower customers with CX’.
According to Meszaros, the impact of investing in building trust can be huge. It can reduce unsubscribes, increase engagement rates, grow the size of the customer database and improve opt-in and sign-up rates.
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“The landscape is changing quickly with existing [data protection] legislation, including GDPR in Europe and CCPA in the US, and laws in Thailand, Brazil and India,” he said.
“Consumers are becoming familiar with privacy laws because there is more media coverage. They expect to be able to turn things off, and that can establish a level of trust.” He cited Gartner research revealing that, by 2023, 65% of the world’s population will have their personal data covered by modern privacy regulations. This is up from just 10% in 2020.
Brands should not be too worried about being more open. A study by Accenture claims that 73% of consumers are willing to share more personal information if brands are transparent about how they will use it to improve their user experience. This is up from 66% in 2018.
Meszaros said the question now is how marketers deal with the changing landscape and continue to produce the personalised and tailored experiences they have become used to delivering.
“Our job is to find the stories that connect with audiences and engage customers.”
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“We have been used to getting data from third-party trackers to show certain products on our website, and relied on them for remarketing and retargeting for advertising. The privacy teams will become a lot more involved in our lives.”
He added that the first way to empower customers is to give them control over the communications they receive while still encouraging them to opt-in. This could include providing a single opt-in option initially but providing access to a preference centre in future communication.
The second tip to building trust is to ensure the brand delivers what it promises in terms of content and personalised offers. Failure to deliver will lead to more unsubscribes. Thirdly, brands need to support consumers who prefer self-service options.
Another way to empower consumers using CX, and to drive transparency and trust, is to educate them about the organisation’s privacy and data protection policies. Meszaros’s advice is to use graphics and to lose the legal jargon.
The final tip is to ensure there is a clear value exchange for sharing information. This could be in terms of personalisation or offers as part of a loyalty scheme.
“In the best examples I’ve seen, brands put everything in really logical places where customers are going to find them and they don’t make it difficult,” said Meszaros. “The company is not hiding these privacy items from their customers. Five years ago there were not that many consent points for people, but transparency is more important to customers now than it’s ever been before.”■
Click here to watch the session on demand at the Festival of Marketing
OneTrust's Zack Mezsaros on responding to growing privacy regulation
THE HIGHLIGHTS