How to Build Trust with Digital Customers in the Age of Privacy

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Advances in data integration technology mean brands have an unprecedented ability to better connect with consumers. However, it's no surprise that consumers prioritize brands that can engage in timely, relevant and meaningful ways, while respecting their privacy preferences. According to a recent report, approximately 75% of consumers are not comfortable buying from a brand that is unethical when it comes to personal data.

More savvy and better informed than ever about their privacy rights, consumers want to know that their data is protected. At the same time, they are ready to register for a better shopping experience. It's the privacy paradox, a term coined by Gartner, referring to the constant stream of consumer concerns about privacy and their actual behavior and desires online.

Transparency about how customer data will be used creates a stronger foundation of trust and will ultimately allow brands to have a more competitive advantage now and in the future, according to the recent In Data We Electronic Guide Trust. With the imminent expiration of third-party cookies, consent will be the determining factor in how brands build future relationships with customers.

Brands should start by defining a first-party data collection and management strategy that respects privacy preferences while maintaining the highest quality information. Using only high-quality data is essential to creating rich, real-time portraits of your customers for optimal activation. Brands that can best integrate their customer data into an accurate, personalized, and trusted view of the customer while recognizing consent across all channels will ensure better customer experiences that build trust from the start.

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Uncertainty about how a brand acquired your information can certainly raise some eyebrows. The phasing out of third-party cookies presents a major opportunity for businesses to transition to a first-party data strategy now and get opt-ins from the get-go.

First-party data comes directly from your customers, which means it's not only more accurate, but also more reliable. To make this change, companies may need to transform their data collection processes and implement or update existing consent tools. At the same time, they will need to ensure that their proprietary solutions comply with broader data privacy regulations.

With unified data in a complete view of the customer and available for other systems, brands will have a consent management solution that reflects the entire customer relationship and enables compliant and personalized activation across all channels.

Customer expectations for personalized experiences have driven brands to integrate more complex data into their customer experience channels. With an influx of data, however, comes the challenge of refining and optimizing it to get the most out of it.

Having a clean, accurate, and high-quality database is key to creating conversions and getting ROI. Your goal should be to bring only the good...