Brands want and need voluminous amounts of customer data to create more personalized experiences. But, the dilemma brands face is 29% of loyalty program members say one of the barriers to enrollment is marketers require too much information, according to the 2013 Maritz Loyalty Report, while 24% also cite privacy as a barrier.
What can brands to solve this data acquisition/customer privacy puzzle? Be transparent.
Ask permission, and be transparent: Being transparent with customers about what it being captured and how it will be used....