How to balance compliance and personalisation in a privacy-conscious world

Given the strong competition for customer attention — and the trend towards increased regulation around privacy — brands that want to build long-term customer loyalty should be transparent about what data is needed and how it’s used to power a private, secure, and convenient experience.

Progressive businesses should also provide customers with tools to manage their data preferences.

But in a privacy-conscious world, how do you persuade customers to part with it in the first place?

The key is trust: customers will only share data and opt into marketing programs if they feel confident that their data is safe, is used in the way they’ve agreed to, and will benefit them by providing more personalised and convenient interactions.