2020 Customer Experience Trends – Privacy Will Get Real

Even as brands turn to automated intelligence to meet expectations for great customer experiences, new restrictions are being placed on the data collected to inform those experiences.

In 2020, California will enact the nation’s strictest data privacy law, following on the heels of Vermont, which has been regulating online data brokers since January of this year. In Europe, the first wave of enforcement actions of the GDPR have been making headlines — including a fine for British Airways totalling more than $200 million. While the particulars of these laws vary, they all require companies to request consumer consent prior to collecting data, and to provide the tools for retracting the agreement as a whole as well as individual pieces of information.

On the surface, privacy legislation would seem to be at odds with consumers’ willingness to share information. Plenty of headlines tout shoppers’ preference for personalized products and offers, which they acknowledge can only be relevant if they share information. For example, Accenture found that a whopping 91% of consumers are more likely to shop with brands that recognize and remember them.

But even as they expect relevant products and offers, shoppers are leery of experiences that cross the line from “cool” to “creepy.” The same Accenture survey found that more than a third of customers found it “creepy” when brands display social media ads for items they browsed earlier on the eCommerce site — an extremely common remarketing tactic. And when Forrester drilled down to discover what, precisely, consumers are willing to share in exchange for personalized products and offers, the range of information turned out to be limited: the only data type the majority of consumers said they’d be willing to share was “products I like,” at 60%; just over 35% said they’d be willing to share other shopping information, such as prior purchases and style and color preferences. By contrast, personal data such as social media information, online activities, and friend networks all ranked in the single digits.

In this fraught privacy landscape, customer service is an arena of opportunity. Brands engaging in helpful exchanges with consumers are building on a record of past interactions with online and offline content; if they prove responsiveness and relevance by addressing shoppers’ questions, they can earn precious behavioral insights. In 2020, establishing two-way communication that puts consumers in control of the conversation will be more important than ever for building the trust that leads to sharing information and driving relevance.

The Takeaways:

Customer service offers merchants a valuable roadmap to navigating the tricky terrain surrounding consumer privacy. Even as they comply with evolving legislation, sellers who engage in one-to-one opt-in conversations with shoppers have an opportunity to form lasting connections that open the door to sharing more information in the future. To walk the line, brands should:

  • Work with vendors to ensure compliance with relevant laws. AI-based personalization and customer service tools should provide enough visibility and control of data records to enable control of individual data points within individual profiles. Additionally, to “future-proof” the solutions, merchants should quiz vendors closely as to their plans for keeping abreast and ahead of new legislation that may appear on the horizon.
  • Prominently and plainly explain practices — and repeat often. Merchants should parse the legalese in their privacy policies into plain English, and develop a succinct version that can be used in a pop-up box or even on-page to quickly summarize their company’s data collection practices and obtain consent.  The emphasis on privacy should extend to live chat and social messaging, with links to privacy policies and controls such as transcript downloads always accessible. eBags offers a privacy tip once the chat is initiated, reminding shoppers not to share payment information via the chat window. The message demonstrates that the company is concerned about protecting consumer data.
  • Develop comprehensive preference centers. Leading merchants have always offered shoppers the ability to throttle email messaging cadence and content via self-service personalization forms, where subscribers could check and uncheck email types of interest and indicate which frequency best suited their needs. Now sellers can apply the same concept to a broad set of data preferences from email and SMS subscriptions to stored style profiles and browsing history data. Access to these controls should be easy from any touchpoint, whether through a “STOP” command sent via text message or a prominent link in email campaigns.
  • Prepare for worst-case scenarios — before they happen. Consumers are hesitant about sharing data in part over security concerns; fully 60% of shoppers say that current security is inadequate to protect their information on eCommerce Web sites, Forrester found, so alongside privacy information merchants should also highlight data security.  Legislation now requires companies to communicate with customers in the event of a data breach, so merchants should have a response plan at the ready that spells out not only the nature and extent of the breach, but what steps the brand will take to repair security in the future, and what services will be offered to data theft victims.

You can learn more about the customer experience and how automating the shopper experience can engage your customers at every touchpoint by exploring Linc’s platform and solutions pages. Or take a look at how leading brands like Lamps Plus, Levi’s, Carter’s and others are using a Conversational AI platform as part of their customer experience strategies in their businesses today, on our resources page.

Subscribe to Linc Insights.

Stay updated on the latest in AI Automated Customer Assistance Software.


Insights for the Customer Experience.

Prioritize Customer Support to Navigate the Recovery

Prioritize Customer Support to Navigate the Recovery

Your CX Playbook: How to Build An Automation-First CX Strategy

Your CX Playbook: How to Build An Automation-First CX Strategy

Stimulate Buying When We Start Coming Out Of This

Stimulate Buying When We Start Coming Out Of This

Be More Responsive and Protect Your Brand In These Trying Times

Be More Responsive and Protect Your Brand In These Trying Times

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

How AI Makes Your Human Agents More Efficient

How AI Makes Your Human Agents More Efficient

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

2020 Customer Experience Trends – Privacy Will Get Real

2020 Customer Experience Trends – Privacy Will Get Real

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

Why conversational commerce is a must-have after this holiday season

Why conversational commerce is a must-have after this holiday season

2019 Conversational AI Recap

2019 Conversational AI Recap

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

5 Reasons Why Retailers Should Optimize For Live Chat

5 Reasons Why Retailers Should Optimize For Live Chat

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Service is the Secret Sauce

2020 Trends in Customer Experience- Service is the Secret Sauce

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

How To Choose a Live Chat Vendor

How To Choose a Live Chat Vendor

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Planning | Content Preparation

2019 Holiday Planning | Content Preparation

2019 Holiday Prep Survival Kit

2019 Holiday Prep Survival Kit

Your Data Won’t Get Results Without Context

Your Data Won’t Get Results Without Context

Best Practices for Setting up a Referral Marketing Program

Best Practices for Setting up a Referral Marketing Program

How to Evaluate an Automated Shopper Assistance Platform

How to Evaluate an Automated Shopper Assistance Platform

Automated Shopper Assistance: What It Is and What It Means for Retailers

Automated Shopper Assistance: What It Is and What It Means for Retailers

Multi-Channel Customer Journeys Are The New Reality

Multi-Channel Customer Journeys Are The New Reality

Best Practices for Increasing Shopper Opt-In Rates

Best Practices for Increasing Shopper Opt-In Rates

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

Building Your Conversational Commerce Technology Stack

Building Your Conversational Commerce Technology Stack

New Feature Alert: Intelligent Promotion Botlet

New Feature Alert: Intelligent Promotion Botlet

Turning Touchpoints into a Journey

Turning Touchpoints into a Journey

Designing a Customer Experience Strategy for Conversational Commerce

Designing a Customer Experience Strategy for Conversational Commerce

How the New Silo-Less Organization is Creating a CX Evolution

How the New Silo-Less Organization is Creating a CX Evolution

Best Practices for Customer Engagement at Every Touchpoint

Best Practices for Customer Engagement at Every Touchpoint

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Content Inspiration Botlet

New Feature Alert: Content Inspiration Botlet

6 Costly Misunderstandings about Chatbots and Amazon Alexa

6 Costly Misunderstandings about Chatbots and Amazon Alexa

2019 Omni-Channel Tech Journey

2019 Omni-Channel Tech Journey

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

Customer Experience as the New Competitive Battleground

Customer Experience as the New Competitive Battleground

Conversational Commerce is the Future and the Present

Conversational Commerce is the Future and the Present

Press Release | CUTS Clothing Automates the Customer Experience

Press Release | CUTS Clothing Automates the Customer Experience

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

New Feature Alert: Consultative Buying Botlet

New Feature Alert: Consultative Buying Botlet

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

New Feature Alert: Product Inspiration Botlet

New Feature Alert: Product Inspiration Botlet

The Evolution of Customer Care Automation

The Evolution of Customer Care Automation

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Customer Success: PacSun Differentiates the Customer Experience

Customer Success: PacSun Differentiates the Customer Experience

How to Make a ChatBot Smarter

How to Make a ChatBot Smarter

The Challenges of Optimizing Post-Purchase in a Silo

The Challenges of Optimizing Post-Purchase in a Silo

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Organic Marketing Opt-In

New Feature: Organic Marketing Opt-In

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Schedule a Demo

 

Schedule a call with one of our experts to start building your AI roadmap.