Would you trust the organisation you work for with your personal details? If you can confidently say yes, that's great, but if you have even a moment of doubt then you and your team should review your privacy policies and procedures.
It's not easy. Business are operating in paradoxical times. Consumers increasingly expect services to be individualised while being reluctant to divulge personal information. You need to collect marketing data to drive your business objectives and connect with new customers.
So what's the solution? Quite simply - trust. You want your current and potential customers to trust that your business won't abuse the personal information they have given you and that it will be securely held. Moreover, consumers have a good reason to be nervous with numerous hacks of companies' systems, many of them large corporates, seeing sensitive data stolen and sold to the highest bidder or dumped online. It is also a legal requirement as Australia and New Zealand have strict privacy laws.
So how do you build this trust? By ensuring your teams fully understand how to collect, process and store personal information.
Often in large corporations one hand doesn't know what the other is doing. Information is combined centrally and if a CRM doesn't record what consumers have consented to you may be breaking the law if you use their personal information for other purposes.
The definition of personal information is broader than most people realise and includes any information, even anonymous, that has the potential to be linked back to an individual.
Perhaps the most glaring example of this is was when Target in the US analysed shopping data
and send a mailer to a teenage girl based on her shopping habits. It was opened by her father, who was outraged that his daughter was being sent information about baby products only to discover she was, in fact, pregnant.