Episode 13: (Data Bites) Omnichannel Customer Expectations vs. Data Privacy Reality

On this Data Bites episode we follow up on the Blake Morgan interview from Monday by exploring the dichotomy between the customer expectation of an Omnichannel Experience while also becoming more and more concerned about Data Privacy.

We talk about the challenge of keeping our own data private while also understanding that most companies invoke third party companies that keep large swaths of our data. The choice we have to make is: experience Omnichannel or keep our data private!

To keep up with the podcast be sure to follow us on twitter @datacouturepod and on instagram @datacouturepodcast. And, if you’d like to help support future episodes, then consider becoming a patron at patreon.com/datacouture!

Music for the show: Foolish Game / God Don’t Work On Commission by spinmeister (c) copyright 2014 Licensed under a Creative Commons Attribution (3.0) license. http://dig.ccmixter.org/files/spinmeister/46822 Ft: Snowflake

Show Notes:

Welcome to data couture, the podcast about data culture at work at home. And on the go. I’m your host Jordan bohall. If you like what you hear, be sure to subscribe lows, get the latest episodes wherever you get podcasts. And if you’d like to stay up to date on everything data couture, be sure to follow us on Twitter at data couture pod. Finally, if you’d like to help support this in future episodes, consider becoming a patron of the podcast through our Patreon page@patreon.com. forward slash data couture. Now on to the show.

Welcome to data couture. I’m your host Jordan and on today’s data bytes, we’re going to follow up on something that Blake Morgan said in our Monday episode, namely the contrast between consumers wanting to have common experience across all platforms, so called omni channel experience as well as customers expectation that we hold their data as private as possible. So if you recall, I asked like this very question.

O RG customers experience or they expect a seamless experience, whether they’re using digital channels, if they’re using some sort of brick and mortar channel, in person channel over the phone with whatever that is right. However, our customers are also becoming more and more increasingly aware of data privacy and data concerns like this. So given that our organizations that are companies have to really collect quite a bit of data. And it’s not just one company, it’s every company that you interact with. How do we merge those two? How do we give the customer this certain experience they want while also being very, very good stewards of the data so that there are leaks, for example?

Well, the leaks aren’t necessarily something I would speak to because that is more like data security. But that’s not totally my area. But I can say that transparency and communication is really important. And I hear about it again. And again, we’re great companies are being candid about how customers data is being used, they’re not releasing long terms and conditions, pages that they know customers won’t read it confusing them and just signing okay, because the customers like oh my god, I’m just this is so long, they break things down. They make it easy for customers to understand how to control their data, and they give customers options. And if you are customer focus, then you’re imagining, well, what does it be? What does it feel like to be this customer?

And how would I feel if a company were taking advantage of my data? I mean, just on a personal level, every single day. I unsubscribed from like 20 emails that people just simply grabbed my email, and like sent me some junk. And it’s just like, man, do or do you know what it feels like to be person? Like, would I ever promote or buy from a company that is, you know, overstepping and doing something I didn’t give them permission to do like, why are we still in this mentality? So I think we’re now like, even just respecting customers preferences is like table stakes. Like, let’s stop. When you go to a hotel, I’ve noticed, like, they’ll just grab your email and just they just slap you into their their list. And I hate that. I know,

I get like 30 a week from whatever hotels I’ve been to recently,
right? There’s been crazy, it’s not relevant for you. And if marketers know that this is a horrible experience from like, for themselves, like, why would they think anyone is going to click, and maybe they will get a few clicks. But the damage they do to the brand, when they do these mood killers. It’s a repairable. And so I think marketing needs to wake up and understand that they have a big opportunity ahead of them. But if we still think about lists, and just acquiring emails and phone numbers, and like, I mean, I just can’t believe how rampant this list marketing is still, like will actually earn the respect and trust of our customers and build meaningful relationships. But until we’re willing to wake up And see the writing on the wall, you know, we’re going to continue to drive the brand into the ground.

So big sensor was that we should respect our customers. And I completely agree. However, there’s more difficult question hidden here. Namely, a lot of companies use third party vendors. And for those of you that don’t know, whenever you get a third party vendor, you hire a third party vendor to handle some aspect of your data. And it doesn’t matter if you’re in the financial services industry, in the data industry, in the automotive industry, any other industry, we all use third party vendors for various aspects of our business. And these third party vendors contain, and they own quite a bit of the data that you think that you’ve entrusted to whichever company, whichever industry, whatever it is. And as Blake has mentioned in the clip that we played for you, we trust your data, and we trust you, and we want you to trust us. And at the end of the day, there’s no way to really know where your data is.

Therefore, it’s hard to say that you can truly trust whichever company you’re dealing with to handle your data in a responsible manner. So maybe that company hands over quite a bit of their customer data or segments of it or whatever. And that third party vendor performs some service for that particular customer of theirs, well, that third party vendor, you can see where this is going. And they also use a third party vendor to service some part of their business to help them out with their own prospects, which means that they’re signing contracts with those vendors so that they can then share their data with that vendor to then help them out with their service. And you can see where this is going. It’s vendors on vendors on vendors, your data is being passed from the source that you trusted to a vendor that you may not know anything about to potentially yet another vendor, which more you’re more likely to not know anything about whatsoever have even heard of, to perhaps even another vendor. And so while we’re all wanting to provide the seamless experience across all of our channels, and you care about your data privacy at the end of the day, how can we be assured as customers as as consumers of whichever product that we care to really know how private our data is?

How can we be conscious of our own data privacy when we don’t know the layers on top of which every company that we deal with? trades in our own data, right? And so this, this notion, this this need for an omni channel experience across all platforms from every single vendor, on top of which this this cutting piece of wanting data privacy, I am not quite sure how it’s going to be winnable. How, how can we have both? In my mind you either want and get an omni channel experience or you don’t, and you have complete data privacy? I’d love to hear your thoughts in the comments below. So please feel free to start a conversation and I’d love to join in. That’s it for the show. Thank you for listening. And if you liked what you’ve heard, think consider leaving a comment or like down below. Stay up to date on everything data couture, be sure to follow us on Twitter at data couture pod consider becoming a patron@patreon.com forward slash data couture music for the podcast. It’s called foolish game. God don’t work on commission by the artist spinmeister used under the Creative Commons Attribution 3.0 license. Right. Production of the podcast is by your host Jordan.

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