Ah yes, the dichotomy between offering a personalized experience all while respecting and protecting customer data. It’s a real Catch-22 considering 71% of consumers express some level of frustration when their experience is impersonal. However, 53% of online users are currently more concerned about their online privacy compared to a year ago.
The future of CX is all about personalization, but with all the existing technology, why is it not happening? Ted Hunting, SVP of Marketing at Bright Pattern offers his insights in Personalizing Customer Experience: Seven Barriers and How to Break Through.
When it comes to privacy, businesses may have their hands forced soon enough through legislation with the introduction of the Consumer Online Privacy Rights Act (COPRA). Modeled after the California Consumer Privacy Act (which went into effect January 1, 2020), COPRA would make sweeping changes to the way businesses collect and use customer data.
While CX leaders wait for data privacy legislation, we are predicting a more proactive approach that includes pulling back the curtains a little on how customer data is collected and used. A good example of this is Facebook’s “Why Am I Seeing This?” This feature provides the user with transparency into Facebook’s algorithms and allows controls for the user to manage posts, feeds, and even ads. As consumers better understand how data is being used, they will be more likely to “opt in” to provide data in return for more personalized customer experiences.