cim digital summit 2016 - cim: maria heckel's presentation

Maria HeckelMarketing Director, CIM

CIM | WHOSE DATA IS IT ANYWAY

• Data is changing everything

• Our personal data is just that –

personal

• Do marketers and businesses

‘get’ that?

• How do Customers feel?

CIM | WHOSE DATA IS IT ANYWAY

• Strategic Misfit

• What happened to

authenticity?

• Mobile and social fail?

• Consumer awareness

• Why should I?

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

Business must be

better prepared

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

We’re letting down

our customers

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

Customers don’t understand

data use – or their rights

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

Customers don’t see the

benefits of sharing

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

50% marketers unaware

customers can stop

them sharing data for

direct marketing

CIM | WHOSE DATA IS IT ANYWAY

Customers don’t like sharing

location and profiles

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

45% of consumers

would boycott brand

if uncomfortable

about data use

• Customers are in the dark

and lack trust

• Fix the strategic misfit

• Realign around authentic

customer engagement

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

• Simple privacy policy

• Clear T&C’s

• Be personal, positive –

more human

• Reassure customers

CIM | WHOSE DATA IS IT ANYWAY

Up to 59% customers

reassured by

• Padlock symbol

• Safe payment methods

• URL changes to protected

window

• Phone number and

address

CIM | WHOSE DATA IS IT ANYWAY

• Sell the benefits

• Show how data is used to

deliver benefits

• Stay customer-centric

• Respect customer data –

and show you do

• Set out to respect customer

rights

• Listen and respond

CIM | WHOSE DATA IS IT ANYWAY

CIM | WHOSE DATA IS IT ANYWAY

• Prioritise staff knowledge –

rules and best practice

• Communicate data polices

• Follow ICO guidelines

• CIM Courses