the keys to a new relationship of trust

Internet users have gained undisputed control over the management of their personal data online. How can we now build a relationship of trust between consumers and brands around ethical strategic information management?

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Since 2018 and the entry into force of the General Data Protection Regulation (GDPR). The collection of information from Internet users is already in the collection of their consent. For companies that want to personalize the customer experience online, this is a new deal that involves an in-depth analysis of their communication methods but also their data processing methods. In order to build a relationship of trust between consumers and brands, a new agreement needs to be found around the ethical management of this strategic information.

Show pedagogy

The personalization of web services is largely based on one central tool: cookies. However, many Internet users today adopt a reflex that consists of systematically denying them every time they are offered the opportunity. An attitude that is often justified by the laudable intent of protecting their privacy, but it can be ironic when we know that these same consumers expect a more fluid and personal online experience. Quickly finding suitable items, benefiting from personal services or even the advantages associated with their privileged brand relationship, all these new requirements can be fulfilled only if Internet users agree to assign brands a specific amount of information. personal. In order to find the common standard that is beneficial to consumers and brands, they must first demonstrate education by properly informing their customers about the use of their data and their rights in this area.

Clearly define cookies

If the use of cookies is the subject of such great denial, it is because they are less understood by the majority of the public. Rejecting all cookies is effectively equivalent to rejecting any data collection, despite the fact that some are useful or even necessary, as is the case with first -party data. A term that covers all data directly collected by a brand through its website and customer relationship management tools during orders or any online and offline interaction. They differ from second-party data, data collected and resold by brand partners, but also from third-party data, which is sold to a very large extent by specialist players who are sometimes questionable collection practices. By rejecting all cookies without distinction, users simultaneously reject cookies that are more useful for improving their experience at the same time as others dedicated to less important functions. In order not to throw the child with the bath water, they can reverse a reasonable approach by considering the data they have selected and agreed to send as a consideration for a service provided by the brands.

Violation of regulations, adoption of ethical behavior

By better knowing their rights and their control over their data, consumers can adopt a cooperative attitude with brands and enable them to improve their services and make their targeting efforts more effective. more useful. But in order to be balanced, this cooperative relationship must be two -way and guarantees must be provided to ensure that data transmitted in this way is subjected to reasonable processing. Beyond regulatory obligations, brands should adopt an ethical approach by only collecting the data that is absolutely necessary to optimize the customer experience, thus abandoning the more widespread habit of collecting large amounts of data. as much as possible. Efforts also include changing the means of communication around consent. Requesting the acceptance of cookies in exchange for articles or services, for example, is a divisive practice that puts the consumer relationship under the guise of blackmail. More subtle and more thoughtful authorization management methods can be designed and better offered by specialist players, making it possible to obtain all relevant data with the informed consent of consumers.

While personalization of services and the customer experience is now at the center of the strategy of many brands, the collection of personal data has become a central issue. To address legitimate privacy concerns, a new deal needs to hit consumers based on more transparent communication and more ethical behavior. To benefit from cookies, brands already need to get them!

Tribune by Loïc Mocellin, Vice President of EMEA Sales in Jahia

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