After two years of major pivots and accelerated digital transformations, brands are taking a close look at the way they handle customer data. To get the insights and deliver more accurate personalization, the data needs to be easier for companies to access, and the process for sharing it needs to be easier for customers to understand. There are three key challenges organizations must meet: unifying and organizing customer data, creating transparent data permission and control experiences, and preparing for customer data information requests.
To ensure data is used for maximum impact, companies need to empower their customers, show them what they know about them, make it easier to do business with them, make their messages relevant, and be transparent about data collection. Organizations can also use customer data internally to close the gap between the front and back office. The right technology is key for optimal data management and use.
From unifying data to optimizing the customer data-sharing experience and improving internal operations, brands have their work cut out for them. The effort they put into upgrading the way they collect and use customer data now can deliver better employee and customer experiences over the long-term.
The Customer Data Conundrum: How CX Leaders Can Optimize Both Privacy and Personalization
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