How Do You Get More Happy Customers? Buy Compliant Data
With consumer privacy, there’s a profound and glaring gap between what people want and what they’re getting.
More than ever, knowingly or unknowingly, consumers give out their personal data in their daily activities. Credit and debit card transactions, ATM visits, web site browsing and purchases, even mobile phone use.
All of which generates data that people and machines download for analysis and customer profiling.
Yes, this info may possibly be used to enhance the customer’s experience.
However, many of these data collectors could care less. They know this data brings a profit and they’re not about to lose out.
This kind of data company could be compared to the poachers who kill rhinos. They don’t care whether it’s right or wrong. There’s simply a great demand and they’re not going to lose out.
Then along come the unscrupulous or naive marketers who simply want to get the next prospect.
They buy the illegal data and blast out another email or direct mail flier.
Here’s the problem with that:
People these days can more easily tell that the offers they receive were obtained with ill-gotten data.
The result? It’s the unscrupulous/naive marketers’ customers and profits that may soon become extinct.
A survey conducted by Pew Research Center found that 80% of adults are concerned that third parties (like advertisers) will misuse their data.
What does this mean for you, the marketer and business owner?
A full 91% of people avoid companies that don’t respect their privacy. That’s what the 2015 TRUSTe US Consumer Confidence Index reveals.
Some people argue that if you put your data online, you’re allowing people to take it and do whatever they want with it.
However, unethical use of personal data can quickly destroy trust, undermine customer relationships and expose your company to brand damage.
Do you collect people’s data on your website? Fine. Give people clarity about why, what and how you’re collecting data.
This puts your public in the driver’s seat. And that’s just where they want to be.
Do you buy data for use with your marketing? Great. Just make sure the company who collected and/or sells you that data is ethical too.
Too many are not.
So check out your data company. Make sure they comply with the law.
It’s not just the right thing to do. It’s about your profits and happy customers too.
Do you know about your own marketing data?
Contact National Auto Data for a free, no-strings-attached consultation.
We’ll examine every inch of your marketing goals, look at your competition and tell you something new.