To combat this, new legislation is being rolled out that allows consumers to control who has access to their personal information and how it is used. This includes rights such as: affirmative express consent, right to requesting copies or deletion of personal data, right to know or change how personal data is used (e.g., shared or sold), right to say no, and the right to be informed of a data breach.
According to the November 2018 Forrester report, Predictions 2019: Privacy And Data Ethics, “The marketing-privacy ecosystem is about to change — again. If 2018 was the year of regulatory action, then 2019 will be the year of consumer action. This will open new opportunities for brands that choose to make privacy a competitive differentiator and create significant business risk for those that choose to ignore it.” The report goes on to say, “New laws give people new rights to exercise; new tools make it easier to hide from marketers; and new approaches to transparency and consent will finally give people the ability to make purchase decisions based on how a company treats personal information.”
Becoming a Customer Data Privacy Ambassador
This is a pivotal time for organizations to transform into one that protects and honors consumers’ privacy choices and preferences. That protection will translate into elevating the brand, customer satisfaction, and most importantly, retention which then contributes to increased revenue.
Fatemeh Khatibloo helps marketers navigate the complex connections between privacy, trust, and ethical data use in the Forrester report Make Privacy A Competitive Differentiator. She writes: “Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect customers' data preferences will drive them to more customer-obsessed competitors.”
To become a Customer Data Privacy Ambassador, here are five key areas to focus the brand’s attention: