Strong Privacy Practices Build Stronger Customer Relationships

Seemingly constant media attention focusing on data breaches and poor data stewardship means privacy is top of mind for just about everyone right now. This presents an opportunity for companies to assess their data privacy practices to protect their business and address evolving consumer privacy demands. Our research shows that customers increasingly worry about their privacy and prefer to do business with companies they feel demonstrate a strong commitment to privacy.

In the wake of privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA), as well as public data breaches and other data privacy missteps, many companies are prioritizing data privacy practice updates to reduce business risk, increase security, and boost brand loyalty. 

Companies are asking themselves what a strong commitment to data privacy looks like, and how they can convey that commitment. 

Further, consumers are on the lookout for data privacy “red flags” when engaging with brands. Companies are increasingly focusing on identifying and proactively addressing these consumer concerns before they negatively impact customer relationships and, ultimately, their business.

Showing Customers You Value Their Data Privacy

Let’s outline a few things organizations can do to build trust with customers and signal that their data privacy is a top priority:

1. Offer a clear, accessible privacy notice: In addition to a comprehensive privacy policy, offer an easily digestible privacy notice that spares the use of legal jargon and expands for those seeking more detailed information.
2. Clearly explain how you use data and the benefits of sharing it: Generally speaking, customers want to know how and why you’re collecting and using their data, along with the benefits they can expect from sharing it with your company. Pointing to concrete perks like personalized experiences and tailored recommendations can go a long way. Explaining how you won’t use their data may be equally important.
3. Make it easy to opt out of data sharing and selling: Have you ever visited a website where the cookie banner has 10 different opt-out options, forcing you to click 10 different checkmarks? Streamline the experience by making it as convenient as possible for consumers to opt out of data collection and use processes. Employ clear language, reduce the number of user clicks, and be sure to honor opt-outs via Global Privacy Control (GPC) signal.
4. Simplify the data subject request (DSR) process: The DSR submission process should be easy and accessible. It’s important to reassure customers that you received their request and will address it promptly. Implementing efficient automated systems to help streamline the DSR fulfillment process further enhances customer satisfaction.
5. Conduct regular risk assessments: Regularly evaluate and assess the potential risks of processes involving the collection, storage, and transfer of customer data, even if regulations don’t explicitly require you to. Proactively evaluating cybersecurity and data privacy risks demonstrates a commitment to protecting customer information and preventing potential data breaches.
6. Avoid deceptive designs and manipulative practices: Referred to as “dark patterns,” these can include hidden opt-outs, consent clauses buried in lengthy terms and conditions, pre-checked consent boxes, and asymmetric presentations that increase the likelihood of customers making selections unfavorable to their data privacy interests. Ensure your user experience respects customer choices by making it easy for users to understand and control their data privacy preferences.

Beyond these measures are additional opportunities to show customers your commitment to data privacy. Some examples include: 

• Creating a data privacy page and highlighting it in your main navigation menu
• Discussing how you value data privacy through social media posts
• Sharing data privacy practice insights in marketing materials like email newsletters

When new data privacy developments arise, like new legislation or a major headline, customers will always benefit from receiving information about what a company is currently doing to protect their privacy. This transparency helps establish data privacy as an ongoing commitment for your company.

DataGrail Helps Address Consumer Data Privacy Concerns and Demands

Developing foolproof solutions and measures to address every single customer’s data privacy concerns can be extremely difficult. However, there are plenty of things you can do to feel confident you’re going above and beyond to show customers you take their data privacy and concerns seriously.

If you’re interested in working with us to develop and implement customer-oriented data privacy measures, request a demo with DataGrail today.