Gartner Research

Nine Best Practices for Privacy and Personalization in Digital Business Customer Experiences

Published: 19 July 2017

ID: G00316413

Analyst(s): Penny Gillespie , Frank Buytendijk


Enterprises must understand the balance between privacy and personalization to effectively engage customers. Gartner has identified the best practices that application leaders responsible for digital commerce and business should follow to enrich the customer experience while retaining trust.

Table Of Contents
  • Key Challenges



  • Rule 1: Formalize, Document and Broadcast Your Organization's Privacy Policy on Collecting and Using Customer Data
  • Rule 2: Translate the Privacy Policy Into a Customer-Friendly Statement to Clearly Articulate Your Organization's Policy on Obtaining and Using Customer Data for Personalization
  • Rule 3: Incorporate Privacy Into Business Processes to Balance Business Requirements With Privacy Expectations
  • Rule 4: Use Only Data Given to You by the Customer or Widely Known, Publicly Available Information
  • Rule 5: Continually Align Customer Experience to the Customer's Journey to Deliver a More Personalized Experience
  • Rule 6: Staying in Context Can Prevent the Perception of Intrusion
  • Rule 7: Do Not Use Personalization in Sensitive Situations
  • Rule 8: Communicate Often and Get Customer Feedback on How Well You Are Doing
  • Rule 9: When in Doubt, Follow the Golden Rule

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