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