Organisations should pivot their customer outreach policies to comply with CCPA

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 10, 2020, 1:32 PM UTC

CCPA will change the ways companies collect, process, analyse and store data.

This piece suggests businesses should pivot their customer outreach plans and policies to comply with the new regulations under the California Consumer Privacy Act (CCPA). Complying with CCPA while handling customer outreach and data collection can help organisations better focus on transparency and overall customer experience.

With consumers already being cautious about data security, brands should only gather information for which they have immediate and clear use, to regain customers’ trust. Marketers should alert customers of their data privacy rights before they start collecting their personal information.

Companies should also have robust identity verification technologies in place to verify users make data deletion requests. But, marketers should make sure their technologies are automated, flexible and scalable enough to accommodate different types and volumes of user requests.

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