Keep Customers From Just Passing By - Engage them Responsibly
Not to scare you, but your customer will hear about your products and services before making a buying decision; and over 80% will learn this from someon other than you. With so many ways to collect information on these ‘buying’ events, how do you serve the customer and still deliver your digital experience responsibly?
When a potential customer visits your website, their experience plays a titanic role in determining whether they choose to take the next step of engaging with your brand. If the experience is positive and you’ve established some level of trust, they might complete a web form to request a demo, download content, or maybe even pick up the phone and call you. In the process, they may share their name, email address, and maybe more.
The entire experience is integral to onboarding that person as a prospect. But the rising tide of legislation and regulation designed to protect the personal data of individuals, such as the GDPR, not to mention a profusion of accessibility requirements, means you’re walking a tightrope between providing an optimized experience that provides real value, and staying in compliance with rules and codes.
If you’re in a heavily regulated industry such as financial services, where you’ve got to follow Know Your Customer (KYC) or similar mandates, it’s even more complex and difficult to tread that path. Trying to balance the tension between marketers’ desire to deliver customized, personalized digital experiences and the need to keep compliant with regulation and legislation meant to protect consumers can make this all very tricky.
Rest assured, there is a happy middle path that works – for everyone.
The “balancing act” of satisfying consumer demands for greater personalization, omnichannel delivery, and regulatory requirements for data protection and accessibility doesn’t have to be a matter of acrobatics. Instead, it becomes a path toward truly integrated, efficient, even visionary omnichannel engagement where earning the trust and loyalty of your audience is more than achievable.
51% OF MILLENNIALS WOULD SHARE PERSONAL INFORMATION WITH COMPANIES AS LONG AS THEY GOT SOMETHING IN RETURN, VERSUS 40% OF PEOPLE 35+