"It’s crucial that each data point serves a tangible purpose that ultimately adds value to the business and/or its relationship with the customer."
Stephen Gilbert, VP Salesforce Loyalty, Collinson
Stephen Gilbert, EMEA Loyalty Solutions Director, was recently asked by Raconteur why it was important for retailers to balance customer personalisation and privacy.
In the subsequent article, Stephen together with other loyalty experts, reveal which retailers/brands are requesting their customers to share personal data, and question if brands are really thinking about how valuable that data is to the customer experience and how valuable it is for the concerned customer to share this data?
Stephen challenges brands to closely scrutinise what data they are asking their customers for and why. Customer data is required to a certain extend to achieve a desired level of personalisation, however retailers need to ask themselves what value the customer gains from sharing that data.
"It’s crucial that each data point serves a tangible purpose that ultimately adds value to the business and/or its relationship with the customer."
Customers have a growing concern about the way their data is being used, at the same time they expect more personalised customer experiences when shopping. Can they have it both ways? Read the full Raconteur article here.
Last November Stephen joined Raconteur for a roundtable discussion on Reimaging Digital Experiences & Brand Engagement. Industry experts discussed how value exchange is critical to link digital customer experience and brand engagement. Find out more here.
