In an article for customer experience publication MyCustomer, Patrick Reynolds, CMO of BlueConic, argues that businesses should only take as much data as they need, not as much as they can. With consumer data privacy regulations expanding globally and penalties for non-compliance becoming more severe, companies need to understand that complying with privacy laws and regulations is the minimum standard, not the maximum. In this new privacy-centric reality, companies should focus on creating personalised, value-based customer experiences anchored in privacy to cultivate consumer trust. To avoid a privacy violation and any subsequent scandal, it is essential to determine what customer data is absolutely necessary and how it will be used to meet business and customer experience goals.
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