{"id":4562,"date":"2021-10-19T01:55:13","date_gmt":"2021-10-19T01:55:13","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=4562"},"modified":"2024-02-28T19:19:14","modified_gmt":"2024-02-28T19:19:14","slug":"how-trust-with-customer-will-reshape-tomorrows-leaders","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/preference-management\/how-trust-with-customer-will-reshape-tomorrows-leaders\/","title":{"rendered":"How Trust with Customer Will Reshape Tomorrow\u2019s Leaders"},"content":{"rendered":"

\"\"<\/a><\/h1>\n
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Original Article:<\/strong> TotalRetail<\/a>.<\/p>\n

By Jeff Jarvis<\/strong><\/p>\n

Consumers have a\u00a0bigger\u00a0voice today,\u00a0enhanced\u00a0by a plethora of information sources and endless opportunities to voice their opinion on social media. As a result, modern businesses and their marketing arms\u00a0are realizing\u00a0they need more customer-centric approaches that\u00a0create\u00a0more direct relationships through engagement and more personalized experiences.<\/p>\n

In order to\u00a0do this, businesses need a more direct pathway and visibility into\u202feach individual customer\u2019s\u202fbehaviors, needs and\u202fpreferences<\/a>. Organizations have traditionally\u00a0depended\u00a0on third-party data to reach their\u202fcustomers, but\u202fchanging regulations and the recognition\u00a0that this type of data cannot provide the reliable insight into personalized preferences has left businesses looking for\u00a0better options.<\/p>\n

Businesses are now\u00a0generating\u00a0strategies to\u00a0gather\u00a0this personalized data through direct interactions with their customers, known as\u202fzero-party data<\/a>\u202for explicit first-party data. As a result, this process will result in\u00a0better\u00a0trust between the customer and business and will\u00a0cultivate\u00a0more longer-lasting, mutually beneficial relationships.<\/p>\n

Customers Are Wanting\u00a0to Share Personalized Data With Companies They Trust<\/b><\/h3>\n

For years, businesses\u00a0favored\u00a0the use of third-party data because they thought it was a more expedient and efficient way to reach consumers. However, consumers have\u00a0indicated\u00a0their willingness to provide personal information with businesses they\u00a0recognize\u00a0as trustworthy. This means that trust has become a\u00a0top\u00a0business strategy for today\u2019s modern businesses.<\/p>\n

Companies that establish a line of trust with their customers will be able to collect highly personalized, unique information on each customer, and will build their own datasets for each customer \u2014 rendering their older\u00a0third-party datasets useless or secondary to zero-party data. These modern businesses will quickly realize they have a clear competitive advantage within the markets they\u00a0reach.<\/p>\n

Companies Are Their Own Worst Enemy<\/b><\/h3>\n

There are\u00a0many\u00a0reasons why this shift is taking place. As a result of\u00a0thousands of\u00a0data breaches that have plagued businesses of\u00a0all\u00a0sizes, customers have become\u00a0concerned with\u00a0the way in which companies use and mishandle their personal data. This has led to stricter regulations, such as the EU\u2019s GDPR, California\u2019s CCPA, and many more, that impact how businesses are allowed to use their customers\u2019 data. Many leading companies are now taking measures to change the way in which customer data can be collected,\u00a0utilized\u00a0and shared.<\/p>\n

This has resulted in\u00a0huge\u00a0changes in data privacy, a byproduct of which includes companies building more personalized relationships with their customers in the name of trust.<\/p>\n

What is Zero-Party Data and What Can Companies Do to Collect This Info<\/b><\/h3>\n

Driven by today\u2019s e-commerce and mobile device landscape, the most\u00a0useful\u00a0data a modern marketer or business can have comes\u00a0straight\u00a0from customers themselves. Personalized information shared directly from a customer to an organization is referred to as \u201czero-party data.”<\/p>\n

Zero-party data is highly personalized insight a customer intentionally, directly and proactively provides to a brand because they’ve built a\u00a0strong\u00a0level of trust with that company. This personalized insight may include preferences, insights, profile data or consents, and how the individual wants the business to engage them.<\/p>\n

What\u2019s\u00a0in it for the Customer?<\/b><\/h3>\n

Why are customers willing to share such personal and private details with companies? Because it results in a better, more personalized experience with a brand. Think of a beauty products maker that can send emails, texts and promotions that\u00a0directly speak\u00a0to the unique needs of a customer who has specific allergic sensitivities to his or her skin. These types of\u00a0newer\u00a0marketing promotions illustrate to the\u00a0customer that the company is\u00a0really\u00a0listening to their needs, and in return that customer will show a higher level of engagement to the marketing messages. Like a snowball rushing\u00a0downhill, once this company can\u00a0showcase that it’s truly listening to this customer\u2019s unique needs, the customer builds trust with the company and is willing to continue sharing even more of their data over time.<\/p>\n

Customers become more satisfied because the brand is doing a much better job of meeting their needs, and they reward the brand with loyalty, advocacy and bigger purchases. Each time there’s a successful data-value exchange between the business and customer, it positively reinforces the relationship and incrementally strengthens customer trust, which increases their propensity to share more data. And the cycle continues.<\/p>\n

These modern brands recognize the powerful voice customers now have today. They also recognize the quickly changing regulatory environment and are rapidly adapting to the new ways of customer engagement through trust and personalization. These modern brands will take a leadership position \u2014 no matter the size of their company \u2014 and shape the way entire omnichannel-driven industries\u00a0work\u00a0in the future.<\/p>\n

As\u202f<\/span>PossibleNOW’s s<\/span>enior vice president of strategy and consulting, Jeff Jarvis provides thought leadership related to the deployment and utilization of\u202f<\/span><\/span>zero-party data<\/span><\/span>\u202f(customer\u202fconsents,\u202f<\/span><\/span>preferences<\/span><\/span><\/a>\u00a0and insights).<\/span><\/span><\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Original Article: TotalRetail. By Jeff Jarvis Consumers have a\u00a0bigger\u00a0voice today,\u00a0enhanced\u00a0by a plethora of information sources and endless opportunities to voice their opinion on social media. As a result, modern businesses and their marketing arms\u00a0are realizing\u00a0they need more customer-centric approaches that\u00a0create\u00a0more direct relationships through engagement and… Continue Reading<\/strong><\/p>\n","protected":false},"author":1,"featured_media":4574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[1382],"tags":[265,2693,2692,2625,2690],"topic":[2894,1388],"class_list":["post-4562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-customer","tag-customer-consents","tag-personalized-data","tag-trust","tag-zer-party-data","topic-preference-management-platform","topic-zero-party-data-platform"],"yoast_head":"\r\nHow Trust with Customer Will Reshape Tomorrow\u2019s Leaders | PossibleNOW<\/title>\r\n<meta name=\"description\" content=\"Modern businesses are realizing they need more 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