CMOs Playbook to Respect Customers’ Right to Privacy

    CMOs Playbook to Respect Customers' Right to Privacy

    Data regulatory bodies around the world, such as the California Consumer Privacy Act (CCPA) and General Data Protection Regulation (GDPR) are evolving their rules and regulations to strengthen the customer’s right to privacy.

    According to a recent report by Gartner titled “The Future of Customer Service and Support,” nearly 75% of the population worldwide will have their personal data covered by modern privacy regulations by 2025. Modern enterprises are finding it challenging to manage their data because of the tremendous surge in the volume of data generated through various channels. Every marketing team is drowning with data but is not able to make the most out of the data gathered.

    The same report by Gartner suggests that nearly 86% of B2B clients expect businesses to be well-versed about their personal information during service interactions. On the other hand, the regulatory bodies are evolving the privacy rule, making it challenging for the marketing teams to find a perfect balance and strengthen the customer’s right to privacy.

    Businesses need to adhere to compliance regulations to avoid legal charges and respect customers’ right to privacy. Consumers today are becoming more aware of their privacy rights and expect the brands they deal with to respect their privacy. Many businesses do not have the resources, tools, or skillsets to monitor and track compliance with the rules and regulations enforced. Moreover, it isn’t even an easy task for enterprises to ensure compliance with all the regulations imposed.

    Here are a few strategies that marketing leaders can embrace in their MarTech stack to respect clients’ right to privacy:

    Also Read: Customer Experience Metrics Every Enterprise Must Look Out For

    Prioritize Customer Data Privacy and Security

    Marketers usually have a bad reputation for invading customers’ privacy to accomplish their business goals. Marketing industry veterans are exploring opportunities to deliver a top-notch Customer Experience (CX) and engagement without compromising on sensitive clients’ data security and privacy. Brands should be able to make transparent relationships with their customers about they gather, store, use, and process their data. Enterprises that develop transparent relationships will be able to gather and use data effectively. CMOs should consider designing and implementing the best marketing strategies to personalize customer interactions without being intrusive. Institutions are embracing biometric data to validate the customer resulting in adherence to the customer’s data privacy rights.

    Interact with the Board Members About the Challenges

    New data collection strategies and utilization will have a tremendous impact on all aspects of the enterprise, right from product development and customer-facing teams. Even though all the teams in Revenue Operations (RevOps) have their individual goals to accomplish, they are the pillars of keeping sensitive customer data secure. It is crucial for the marketing teams to determine the current challenges in respecting customers’ right to privacy. Moreover, marketers also need to speak with the board members to understand what their customer experience vision they want to accomplish.

    Once the CMOs have a comprehensive understanding of the challenges to keeping sensitive customer data secure, they can make strategic changes to respect the customers’ right to privacy. 

    Also Read: LinkedIn Adds Option to Tag Chats with a ‘Starred’ Function

    Educate the Workforce

    Marketing leaders should not embrace clients’ privacy as a daily chore the company has to tackle. Rather customer privacy should be one of the top priorities for every department, irrespective of their role and designation. Creating awareness and training the entire workforce on customer data privacy rights and roles will help businesses to strengthen their security. CMOs should consider integrating privacy in every aspect of their customer, product, or project lifecycle to minimize errors. It is crucial to equip every user with the right tools and strategies to respect customer privacy. Marketing teams should cohesively work with top privacy practitioners such as privacy lawyers, veterans, and engineers to improve the customer’s data protection compliance. CMOs can implement privacy by design principles to ensure data privacy always.

    The above-mentioned strategies will help enterprises to strengthen the customers right to privacy and avoid legal litigations.

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