Consumers are more willing to share personal information when they clearly understand how it will be utilized and are made aware that data is being gathered prior to the time of collection. From transparency clauses on websites to verbally communicating why the data is being requested, companies can encourage their customers and prospects to freely share information in order to better meet their needs.
The boundaries of what is considered appropriate vary greatly among cultures and individuals, and merit as much art as science. While companies can take steps to ensure the accuracy and integrity of their data, no information management program is flawless, so it’s wise to anticipate failures in data usage and pre-emptively determine how to effectively respond in such situations.
Seven Best Practices for Data Usage
1. Customers
are clearly and consistently made aware of how, when and why data is
gathered.
|
2. You
publicly state why a customer is being targeted via digital and print
communications.
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3. Your
company employs a data compliance department, either internally or
externally.
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4. All
customer data is secured utilizing state-of-the-art technology.
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5. You
provide opt-out opportunities for customers and prospects who do not wish to
share personal information.
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6. You
regularly ask customers about their level of comfort regarding data use, via
surveys or feedback loops.
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7. Crisis
management processes are clearly communicated internally, prior to an actual
data breach.
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Respect the Power of Data appears in its
entirety in the current issue of Consolidated Graphics’ emerge® magazine.
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