Build customer experience with a “privacy-and-security-by-design mindset”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 14, 2019, 9:54 AM UTC

Involve product development, security and privacy departments in the CX mix.

This article states that critical events such as the Cambridge Analytica-Facebook scandal, GDPR and CCPA have intensified the conversation around consumer privacy and its implications on customer experience (CX). The author emphasises the need to build experiences with a “privacy-and-security-by-design mindset.”

For this purpose, marketing, sales and customer service departments must ensure product development, security and privacy departments are included when making decisions about prioritising CX work. The bigger goal for brands should be the security of mobile apps and websites so that customers can safely share their data.

This will in turn fuel the CX team’s ability to foster customer loyalty. Further, C-suite executives should work alongside teams to create mobile apps and websites that drive customer engagement through first-party data, which represent a brand that “protects its customers”.

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