Building Customer-Centric Culture with Privacy

August 15, 2022
August 15, 2022
Deniz Okumusoglu

Building Customer-Centric Culture with Privacy

A customer-centric culture revolves around the needs and wants of current and potential customers. This is in contrast to a product-centric culture, where the product is developed regardless of whether the customer wants it or not. It  also differs from the for-profit culture, which sees customers only as a means of generating sales and profits.

Companies that practice a customer-centric culture get into their customers' minds and learn how they feel, think, and  act. They understand that they can't push their products onto their customers. The products you offer must be designed to meet the needs of your customers. They also understand that marketing must be tailored to customer wants and needs in order to provide them with a greater experience.

All of this requires a good knowledge of your customers. This knowledge can only come from the data collected by the company. Customer-centric data must go beyond simple contact and demographic information to reflect customer interests, behavior and engagement at all stages of the customer lifecycle.

Building a customer-centric culture with data

Understanding your customers, their needs, and their  changing behaviors is key to delivering timely and relevant messaging, building loyalty, and driving revenue. Whether your business sells, you need data to improve their experience with you and strengthen your relationship with them. However, many companies do not yet have a data-driven culture. They may have tons of data, but often lack the technology, platforms, and knowledge to use it effectively.

In order to use data to create a customer-centric culture, you need to collect the right customer data not more data. This means improving a customer-centric data model you need to include financial, demographic, behavioural and transactional data. The purpose is to gather handiest information that enables you recognize your clients better and expect their future behavior.

Thanks to the end of third-party cookies, marketers are now asking for the data they need by building first-party, consent-driven  relationships with their audiences. This is a step in the right direction, but privacy needs to go further.

Bringing Brand Value Through Consent

Costumers tend to interact companies with transparent privacy practices that clearly explain how their personal information is collected, used and stored. One of the most important thing is that, consent to the use of  data should be granted or denied easily, and  customers can, upon request, not only erase the data held by the brand, but also potentially grant it to partners and third parties. You should know that certain access rights to third parties must also be removed.

In order to process this omnichannel data, a consent management platform allows you to collect and manage personal data in a privacy-focused manner. With CMP, you can maintain a consent log across all customer-facing channels to ensure that  personal data processing is always aligned with  data subject preferences, adding an ethical dimension to the customer experience.

For example, if a customer requests only certain forms of contact from the company or objects to certain types of data sharing, Salesforce Consent Management Platform respects the customer's wishes and provides details to help you decide how best  to comply with the  privacy regulations that apply to your business. 

In response to GDPR, Salesforce also introduced consent objects, specifically around the Personal object. You can have multiple ways to represent every single person in your Salesforce environment: contacts, personal accounts, leads. Personal allows you to aggregate all of these identities around a person and record their consent preferences so you can incorporate them into your data classification regime. You can also integrate analytics capabilities to track how much of your data is covered by privacy protections.

Customer data is essential to fully understanding your customer and building customer centric culture in your business. It is very important  to be transparent about the data brands collect and how it impacts end users. Processes should be in place to ensure consistent compliance and authentication across departments.

Do you want to level up your marketing automation, attract your potential customers and build a strong relationship with them?  Let us know and we will provide you with a quick demo.

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