When Using Customer Data, Don’t Be Creepy!

When it comes to providing the ultimate customer experience, can technology go too far and instead, backfire by creeping out the customer?

 

Consider this example, which disturbs many people – Facebook’s unnatural ability to read your mind. While Facebook has denied any eavesdropping, there are plenty of articles reporting stories of Facebook users engaging with a friend, spouse or family member IN REAL LIFE, concerning a service or product, then bam! -- all of a sudden Facebook serves up ads on the EXACT subject of those conversations. Some place the blame on Facebook’s Messenger app, causing several users to delete it.

 

Or, consider home assistants such as Amazon Echo and Google Home. By necessity, these devices, constantly listen to everything happening in the home. They must so they can function and respond when appropriate commands are given. Although Amazon denies any passive eavesdropping; and that conversations are recorded; consumers have been served up ads and messages, as with Facebook.

 

Bringing it a little closer to home, in the automotive industry technology allows dealers to monitor an individual on their website, tracking every activity in real-time. In addition, some chat services allow dealers to initiate a chat session with a website visitor, without being asked.

 

This certainly isn’t a new practice – businesses have been using data to stay ahead of consumers for years. In 2012, Target was able to identify when a teenage girl was pregnant before she even told anyone and started sending her coupons and advertisements for maternity and baby items. How creepy is that? This of course, was news to her father and certainly caused some familial conversations – probably rather awkward ones at that!

 

Let me be clear here. I certainly believe data is king and SHOULD be used to tailor the right message to the right consumer at the right time – which produces KILLER results. However, a hard line exists between where technology improves the customer experience; or just turns the consumer off as it is too intrusive, abusing their right to privacy.

 

While you should certainly strive to provide a better customer experience by having good data about the customer in front of you – which improve communications, deliver more relevant marketing messages and make transactions more efficient -- consumer’s still want privacy and, in some cases, anonymity.

 

I’m not in any way suggesting that you shouldn’t take advantage of the data… just be cautious how that data is used and be smart about how you personalize those messages for each customer. It’s easy to get so caught up in the data and the opportunities it identifies that you forget there’s an actual a human being you are communicating with at the other end – and they may not be so welcoming if your message crosses that line.

Views: 44

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

About

DealerELITE created this Ning Network.

Blog Posts

The Market for Car Rental Services in Cape Town

Posted by Aadam Alford on April 25, 2018 at 3:51am 0 Comments

In comparison to most African nations, South Africa is a flourishing car rental market as several major…

Continue

Technician Certifications Matter

Posted by AWN INC on April 24, 2018 at 4:36pm 0 Comments

30-Second…

Continue

ELEAD1ONE Releases Free eBook: The Auto Dealer’s Guide to Digital Retailing

Posted by Bill Wittenmyer on April 24, 2018 at 12:48pm 0 Comments

Atlanta, GA – April 24, 2018 – ELEAD1ONE today released a free eBook called “The Auto Dealer’s Guide to Digital Retailing.” Designed to be a resource for dealers, the eBook presents an…

Continue

Success in Professional Sales Podcast: Episode 25- Never Stop Dating Your Customers

Posted by Jeff Cowan on April 24, 2018 at 12:00pm 0 Comments

This week, Jeff discusses a golden sales rule: never stop dating your customers! By "dating", you are staying loyal, engaged, building rapport, and showing expert salesmanship. Some simple ways include writing a handwritten thank you note, making…

Continue

de sponsor

Get Newsletter

dE Sponsor

© 2018   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service