How Data Can Help You Serve Your Customers

Everyone wants to feel appreciated—especially customers. They want customized products and offers, and other signs that they are valued and understood.

But you need data to do all that.

Want to give consumers the holistic experience they are looking for? Put the following steps into practice at the front end of your data acquisition process:

• Educate your customers on why they are being asked to share their information. They are more likely to go along when they understand what to expect and how the data is going to be used. Clearly state your privacy policy, and allow people to opt out.

• Make data collection a seamless part of the transaction process. Staff errors are minimized when it’s less cumbersome.

• Train sales personnel to respond to questions regarding your privacy policy. These reps are the face of your company, and they can facilitate the process when given proper training. If they understand how information is being used, they will be better able to convey that to your customers.

• Use personal information wisely. Respect your customers’ privacy, and they will be more likely to continue their relationship with your company.

Denise Hopkins is vice president of marketing and product development for Experian Marketing Services.

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