Tailor-made, customer-centric relationships have been an integral part of brands’ customer experience for several years now. Such engagement requires appropriately targeted collection of personal data in order to develop a hyper-personalised customer experience.
The challenge for brands is to deploy more human customer relations, better centred on the interests of their customers, followers or likers in order to ultimately foster brand loyalty and improve the conversion rate!
In a context of ongoing evolution of brands’ strategies, reinforced by a health context leading to over-solicitation of consumers, the transparency inherent to the General Data Protection Regulation (GDPR) is an indissociable factor in the digital trust that brands must capitalise on.
Transparency and security are data protection’s two common threads, while brands’ marketing departments exercise limitless ingenuity in order to capture relevant data with a view to targeting, arousing interest and communicating in their brands’ circles of influence.
Even so, are these regulatory constraints and mercantile aspirations antinomic and irreconcilable?
The idea of making data protection a business opportunity may make you smile!
However, if you take a closer look, and by analogy with other regulatory areas, CSR for example, isn’t differentiating themselves, respecting their customers’ rights in full transparency, educating them and respecting them of importance to brands?
This responsible, social approach has become a real trend, while making the GDPR an instrument of change, a “marketable” marker for brands in developing a lasting relationship of trust with their customers is most certainly a new avenue to explore…
So, on your markers, protect, sell!!!
