To Build Trusted Relationships and Drive Growth, Use Data for Good-Not Evil
Every minute of every day, consumers’ personal information, digital behaviors, physical movements, and even their personal beliefs are detected, tracked, stored, analyzed, aggregated, shared and sold. It goes without saying that customers often feel exploited when their data is collected for general marketing purposes. Consumers are fed up with the way companies use their information and honestly, we don’t blame them.
Companies don’t need to stalk their customers to get the information they want. In fact, less is more. In his article, “Build Customer Trust–And Growth–By Being Useful, Not Creepy” featured in Forbes , Nikhil Govindaraj reveals how businesses can provide a better experience for customers without being so intrusive. A less invasive approach can drive growth for businesses and also repair consumer trust.
Customers Want Businesses to Guide and Assist – Not Harvest Data
The modern digital world can feel more creepy than helpful. Is it really imperative for online businesses to know a customer’s political views, household income, or where they went to lunch? Probably not. It’s unnecessary to capture personal data or to follow them around the internet with tracking cookies. Done right, a high-touch sales experience can leave the customer feeling well take care of, not spied on.
Govindaraj, goMoxie’s SVP of Products, argues that the goal is to provide your customers with an immediate transparent value-add that shows you’re responding to their current circumstances. Anonymized customer behavior data is the kind of proactive assistance that can be effective without being intrusive or resented by the customer.
Using the Right Data at the Right Time Sets Companies Apart
Some well-meaning service providers try to offer help but end up missing the mark. Why would an offer to Chat ask for your name, email address, or phone number when all you want to do is learn the differences between travel credit cards? Asking for unnecessary personal information makes consumers feel victimized and will quickly destroy their trust. Customers will abandon a predatory-seeming data-harvesting company in the blink of an eye but will stick with a business that safely uses their data to enhance the customer experience.
Contextual Guidance Deepens Engagement and Strengthens Brand Loyalty
By offering relevant insight at the right moment, businesses give customers clarity and confidence to make an immediate decision. It can move them closer to a purchase and lessen the likelihood that the customer will need to open a support ticket. Contextual guidance lets companies help their customers without asking for their souls in return, build more trusted relationships, and drive business growth. Talk about a win-win!