Customer privacy: part of the experience and critical to building trust
The implications of customer privacy for marketing departments
Customer privacy is under the spotlight as SA follows in the footsteps of Europe with its General Data Protection Regulation and with other privacy regulations that have come into effect across the globe. The newly implemented Protection of Personal Information (Popi) Act aims to govern how organisations collect, store and use personal information, and while compliance and governance have traditionally fallen under the legal department’s domain, this is changing. Marketing departments can no longer ignore their role in adhering to the requirements of the Popi act.
Privacy management is critical, not only as a compliance tool for legal and compliance practitioners but also for building trust with customers. Marketers have to be involved in privacy programmes to establish trust and deliver the best user experience to meet customer expectations, which include treating customers in a way they feel respected and valued. ..