Clearly this is a rhetorical question.
One of the constant themes that interests me is the value consumers receive in exchange for providing their personal information to large brands.
A few companies aside, evidence would suggest that the value exchange is stacked in favour of the Big Brands.
This asymmetry takes many forms - most commonly:
- Repeating your details multiple times when you call the contact centre
- Spamming / Junk-mailing you with inappropriate offers that you have failed to respond to time and time again
- Etc
Those brands that will be successful in the future get the following:
- How you use your customer's data is part of the brand promise - this goes beyond simple security and appropriate use
- Through demonstration not declaration there needs to be a clear value exchange for supplying your personal details
- Finding ways that customer data can be applied to help them manage their service with you rather than just for your company's benefit
What's provoked my latest tirade?
I called my mortgage provider. At first the voice recognition software was excellent, far better than fighting through a push button IVR system, only to have to repeat every single detail to the agent in Mumbai!
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