Gartner Research

Use Privacy to Build Trust and Personalize Customer Experiences

Published: 27 February 2020

ID: G00465805

Analyst(s): Penny Gillespie, Lydia Clougherty Jones

Summary

The misperception that privacy and personalization cannot coexist prevents companies from complying with privacy regulations while meeting CX expectations. Application leaders can prevent customer attrition and increase business value by using privacy to build trust and personalize experiences.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Overcome Lost Opportunities Based on Misperceptions About Privacy and Personalization
    • Misconception 1: Data Protection Laws Categorically Prohibit Using Personal Data
    • Misconception 2: Express Consent Is Always Needed to Use Personal Data
    • Misconception 3: Privacy and Security Are the Same
    • Misconception 4: Measuring the Derived Benefits of an Improved Customer Experience Is Impossible
    • Misconception 5: Because Customer Experience Is an Inherently Human Interaction, It Is Best Improved by Humans
    • Misconception 6: Personalization Annoys Customers
  • Create a Superior Digital CX by Better Capitalizing on Privacy Endeavors
    • Trust and Value Are Critical
  • Drive Business Value by Embracing Data Collection and Incorporate Privacy Protection Into Personalization
    • Embrace Personal Data Collection and Make Privacy Essential for CX
    • Develop the Characteristics of Trustworthy Organizations
    • Capitalize on Personalization-Enabling Technology
    • Measure Benefits

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