Protecting consumer data to build trust and loyalty
Businesses gather and analyse customer interactions to personalise experiences. Data privacy is a growing concern though. Consumers want to know how their information is used and secured.
Protecting data is crucial, with 6 in 10 consumers prioritising it. Older generations, especially baby boomers (67%) and Gen Xers (64%), are highly sensitive to data privacy, while younger generations share information for benefits like discounts.
Transparency about AI data usage is also vital. Nearly half (49%) of consumers would trust brands more if they disclosed AI data usage, yet only 48% feel brands are transparent.
Ensuring safe channels is crucial for building omnichannel experiences. Implementing user and two-factor authentication fosters trust. It allows consumers to interact with verified channels and moves legitimate users further down the sales funnel. This creates a secure environment benefiting both consumers and businesses.
Actionable checklist for your business:
Voice communication
Ensure using branded calling and Caller ID Name (CNAM), fulfilling SHAKEN/STIR trusted calling standards, and remediating spam labels. It can increase call deliverability and the likelihood of customers answering your calls.
To ensure email security, adopt security measures like Brand Indicators for Message Identification (BIMI), Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC).
Your business should also stay up-to-date on inbox providers’ guidelines, like Gmail and Yahoo’s new sender requirements.
WhatsApp, Messenger, and Google Business
Brand’s logo and contact information on your business profile help to verify the account's authenticity.