We’re living in a golden age of big data and analytics. A dizzying array of web platforms are now able to offer us more information about consumers and key processes than we know what to do with, and that information can subsequently be used to improve a company’s offerings and make things run more efficiently.
But with great power comes great responsibility — and if you plan on using customer data in any way, shape or form, you’ve got to be 100 percent transparent about it. A lot of web users are understandably wary about giving away their personal information to people they don’t know. Bearing that in mind, if you’re keen on establishing a degree of brand trust between you and your customers, it’s essential you provide them with a little peace of mind by explaining how and why you might want their data.
This will need to include any obvious, personally identifiable information such as a person’s name, contact details or credit number. But you must also list information about whether you’re keeping track of a customer’s order history, uploads or downloads of browsing habits.
You must then subsequently explain why you are gathering this information — for example, you may be tracking a visitor’s user journey in order to improve your website, or gathering browsing habits to provide feedback that will influence the look, feel and design of your website. Likewise, you might have enrolled your site in a third-party advertising scheme that uses a person’s browsing history in order to show them tailored ads on your own site. Either way, you need to spell it out clearly and concisely.