Customer data has been a sensitive issue for a long time. Given the latest reports in the news about improper handling of company data, it is no wonder that consumer confidence has been affected. A study by the Pew Research Center found that 64% of Americans have personally experienced a data breach, and almost half of Americans do not trust the federal government or social media sites to protect their data. With the latest promulgation of the GDPR, the European Union has put further pressure on companies to protect customers’ personal information and make the way that information is used more transparent. In addition to complying with the new privacy laws, here are five general tips your brand should follow when handling customer data.

Communicate your data privacy policy

Customers need to know exactly how to use their data. Using concise and clear language can build their trust in your company and can help you avoid any problems or sanctions in the future. In addition, it is important to make your customers aware of their privacy rights. For example, customer newsletters and marketing communications should refer to your data privacy policy.

Allow customers to opt-out

Whenever your brand uses data for marketing purposes, always give customers the right to opt-out. Even if your customers have given you permission to use their data, they need to feel capable of making decisions about data usage. For example, allow them to unsubscribe from email communications or request less frequent notifications.

Take measures to protect customer data

Your company can take many steps to protect customer data. Consider limiting data access to only employees who have direct customer contact. Another way to build customer confidence is to collect the minimum data the company needs. In this way, customers will not feel that you are asking for too much personal information, and your company will not feel overwhelmed by too much data that cannot be used effectively.

Provide secure experiences

Encryption technology is essential to protect sensitive information. Make sure to protect passwords, credit card numbers, and other important data, and make sure that customers know that you are using this type of technology. For example, when they make a purchase, please indicate that the process is safe and post an icon representing the technology you are using. In addition, please ensure that employees never exchange sensitive information on social media platforms. Whenever a customer needs to discuss a specific case or make a purchase, the conversation should be transferred to a private channel.

Use data to give customers better experiences

You may be collecting customer data to grow your business, but are you also improving the customer experience? Brand growth is only possible when it provides customers with what they really want. For example, use data to recommend more relevant products on your customers’ preferred channels, provide better service to all touch points, and provide a more seamless experience when customers browse your website. Compliance with data privacy laws can win the trust of customers, while using data to create a better experience can win loyalty. As your company navigates through the sometimes complex data management rules, remember that the ultimate goal is to use data to provide a safe and seamless experience that wins the trust of customers.

Source: Vocalcom