In today’s times, data plays a crucial role in helping businesses achieve their objective of providing customer-centric services. However, getting your customers to approve of sharing their data (online user behaviour, preferences, and demographic information) is tricky. Data breaches and improper privacy policies further intensify the hesitation your customers might have about sharing their information with you.
By adopting adequate safety measures and ensuring robust data collection processes, businesses and working professionals who have requisite qualifications, like a Graduate Certificate in Business Administration, can win customers’ trust and encourage them to share necessary information confidently.
Here are some practical ways to collect customer data:
- Collect what you need
Every type of data coming from your customers can be used for one thing or the other. However, that doesn’t mean you should track all data types. It will only leave you with endless piles of data that need to be sorted to find useful ones.
Moreover, collecting too much data can entice hackers into gaining complete access to your website. Instead, focus on outlining the data sets that relate to your business goals, which will also help you understand your customers better. For instance, if you are planning to start an email marketing campaign, collecting email addresses will suffice. The more precise your requests are, the higher will be the chance of your customers responding.
- Give them (some) control
Most customers will want to have control over the data they are sharing with your business. Allowing your customers to delete their data, unsubscribe at will, or even have them the freedom to say no are significant ways a business can show its dedication and commitment to transparency.
It also benefits as you will no longer have to send emails or other forms of communication requests to people who are not interested in your range of products or services. Not only does this free up ample storage space, but it also saves you from feeling demotivated when you are trying to crack into a consumer segment that is just not interested in making a purchase.
- Limit the number of hands
Only some people in your organisation need to have access (complete or partial) to the customer data library. Why? Too many cooks spoil the broth, and that is exactly what you want to avoid, especially with the sensitive details your customers share with you.
It is highly recommended that special teams be formed that will be specifically tasked to deal with data (collecting, analysing, implementing, and tracking). Doing so reduces points of jeopardy and ensures that data is in safe hands. However, it is still crucial to invest in infrastructure that adds multiple protective layers against hacking and data breach attempts.
- Adhere to regulations
Every country has laid out strict and non-negotiable data protection and privacy regulations that every business should adhere to. Failure to do this often results in paying hefty fines and, in some cases, legal complications like costly lawsuits or even getting banned from providing services in the area. If your business deals internationally, consider reading through the terms and conditions a venture must fulfil before they start offering services of any kind.
Additionally, working with a legal team and marketing experts in such situations is the best way to develop a bulletproof data collection strategy. Also, working with professionals opens access to resources that will help in shaping how your business deals with other operational and customer satisfaction aspects.
- Prioritise safeguarding data
Data is of paramount importance in today’s time, and due to this, many malicious institutes are constantly making attempts to steal data using hacking and phishing scam tactics. Using robust security measures will ensure the data is almost impossible to access, and there are ample security protocols in place that allow a business to take control of the breach and prevent any damage.
Implementing encryption practices and anonymising customer data ensures there are no cracks data can leak from, and in incidents when it does, their personal information remains anonymous. Aside from these, it is also essential to train your employees to create awareness about current data theft and phishing trends, along with strategic ways to identify any potential attempts.
Using a strategic approach to win your customers
Whether you are a small business looking to make it big or a high-functioning enterprise expanding its range of services or products, data is incredibly helpful in ensuring you are identifying accurate customer behaviour patterns and updating your strategy to scale your business. By winning the trust of your customers, your business establishes a connection that goes deeper beyond only making sales.
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