Consumer privacy should always be the organization’s priority regardless of the situation. COVID-19 has highlighted the need for the same.
TCPA compliance is a standard that all marketers strive to achieve. However, in the current scenario, client requests for TCPA visual playbook have increased significantly. Such requests are a result of consumer complaints to a client, asking for a visual representation of the consumer’s web interaction. It is designed to pinpoint what data and disclosures were supplied to the consumer.
The pandemic resulted in an increased volume of online shopping. Consumer complaints have also increased drastically. This means that marketers using automated dialing systems need to double down on consumer privacy and prove their compliance with the TCPA standards.
Since the consumers’ data presence has increased during the pandemic, data privacy has gained higher importance. They associate data privacy with good and positive customer experience. Governments have also amended and declared convoluted privacy regulations due to the pandemic.
CMOs believe that proactive integration of consumer privacy with data practices is vital for maintaining customer trust. If consumers feel that their data is not secure, more often than not, they will take their business to an alternative organization with better data responsibility.
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One single incident of data compliance lawsuit or data breach is enough for a brand’s reputation to be tarnished. Marketers propose a few best practices to secure the consumer’s data privacy. While compliance and privacy are not new concepts, marketers have difficulty keeping up with the set standards and regulations. Organizations may lose millions of dollars in lawsuits if they aren’t compliant with TCPA. Failure to comply with CCPA also results in major sanctions for the enterprises that range from $100-$750 fine/record leaked.
For enterprises that work with lead generation sites, it is suggested not to receive or record any form of Personally Identifiable Information (PII). Any instance of fluctuation in behavior can result in consumer complaints to brands. Marketers believe that the time taken between lead generation and raising a complaint has increased during the last year. Pandemic activities have played a major role in the trend change.
Best practices that marketers can adopt
Marketing leaders suggest investing in a third-party solution that documents proof of consent and thus ensures compliance. Marketers can also analyze where their clients are gleaning consumer data, and make it a practice to monitor where the number being dialed has been collected from; is it a mobile or online lead form. Organizations should be sure that call data can be traced to the authentic lead form. Marketers should always be trained to acquire relevant permissions to make or transfer outbound calls.
Consumers and clients must consent to be contacted based on the lead form. Consent proof should always be documented and available at request to defend if a lawsuit is filed against the organization. Every web meeting with clients and consumers should be recorded with visual rendering tech and provided when required.
Efficient data privacy measures will increase trust in the brand and result in better customer engagement.