Tackling data privacy issues

Chris Combemale (Customer Data Trends, 24 June) offers good advice when he says “Brands must be open and transparent when they are seeking new customers”.

It’s no surprise that consumers are more likely to respond and entrust their personal details to those brands that have taken the time and effort to hold a two-way communication, and to clearly communicate the value consumers will receive from sharing their personal data.

The challenge is not going to be addressed overnight. Combemale suggests that businesses should ensure that they have a “clear privacy policy”, and that essentially these processes and this mindset is communicated internally.

An understanding of the privilege of data handling, coupled with the processes to apply insight to this data, will help earn the trust and brand loyalty of your customers.

Daniel Cross, Director of strategy, Lateral Group

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