This article was originally written by Greg Kihlström for MarTech. Read the original article here.
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
Today’s customers have two, sometimes opposing needs. They want to receive highly personalized content, offers and experiences while maintaining a high level of data privacy. Enhancing the customer experience and acting as good stewards of customers’ private information is a win-win for brands.
My latest book, “House of the Customer,” outlines four North Star goals that every brand should strive for, no matter how aspirational they may seem. In the previous article in this series, I discussed the first of these goals — providing a truly one-to-one, omnichannel personalized customer experience.
In this second article in a four-part series, I will discuss having a truly first-party customer view that protects customers’ data while allowing the brand to incorporate accurate insights to provide great experiences.
This article was originally written by Greg Kihlström for MarTech. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
