Personal data: the keys to a new relationship of trust

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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 in the case of first party data. A term that covers all data directly collected by a brand by its website and customer relationship management tools during orders or other online and offline interactions. They are different from second party datadata collected and resold by brand partners, but also third party data, which is sold to a very large scale by specialist players with sometimes dubious collection methods. 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 use a reasonable approach by considering the data they have selected and agreed to be sent 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 that also mean a change in the ways 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 consent 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!

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