Consumers increasingly want a customer experience (CX) that’s simple, seamless, and personalized.
They want to be able to connect with a brand in the way that’s most appropriate for them – and then, once they’ve identified themselves, they want the brand to understand precisely who they are, how they’ve interacted with the brand previously, what they need right now, and what they might be interested in, in the future. Clearly, then, delivering ‘simple’ CX is, in fact, anything but simple.
A critical key to making seamless CX happen is data – but, given the growing focus on data privacy, collecting customer information is set to become much more complex than before. Simply put, companies will soon have to ask consumers directly for permission to gather what they want to know.
Data privacy doesn’t have to be a problem, though – instead, savvy companies can turn it into an opportunity to connect with customers better than ever. Here are some critical ideas toward that end:
eXplain why you want the data.
People tend to be leery about data privacy. So, companies need to work out ways to quickly, concisely clarify what they want information for: to understand who their customers are, what they want when they want it, what they struggle with, and, most of all, how the company can best serve them.
eXtend benefits in exchange for data.
Consumers realize that information is valuable, so they’re more open to sharing it if they feel they’re getting value for value. But don’t tell them, “If you give us consent, you get this.” Instead, point out how their data enables the benefits, allowing you to update them on discounts, promos, and conveniences.
eXpand relationships through data.
Let consumers see how much they can get—and how much your company cares—by sharing their information. After-sales support can not only be provided but wonderfully customized with data – for example, customers can opt to receive valuable reminders, like when their water filter needs changing.
Of course, it’s essential to emphasize consent, letting customers know they’re in control and your company won’t do anything they don’t want you to. We need to help them understand that the goal of gathering data is hardly to take advantage of them – instead, it’s to give them every possible advantage.
