In addition to owning their personal information, customers have a right to know how you plan to collect, store and use their data. If you do intend to use customer data for any reason other than having a knowledge database, make that clear to your customers.
Withholding or lying about your company’s methods or intentions is deceptive—and it’s unlawful and unfair to your customers. Customers won’t take deception lightly, either. A McKinsey survey found that 71 percent of people would stop “engaging with a company if it gave away sensitive data without permission.”
Along with clarifying how you intend to use their data, you also need to give customers the option to opt out. Here’s a great guide on crafting the messaging for data usage preferences. Don’t relegate your opt-out messaging to the bottom of your email. Make it clear that the customer has a choice in the matter up front.
Related: Google Privacy Sandbox: How Chrome’s ongoing updates will transform online advertising for businesses and users
For instance, you decide to collect customer data based on how they interact with your website to offer a more personalized experience. You should write a policy explaining this to your customers. Communicate what customers should expect from your company—if you’ll be tracking user behavior or sending personalized emails based on their buying habits. It’s the customer’s right to have access to this information, so they can decide whether or not they want in on the new experience.