How to Ethically Collect Customer Insights


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If increasing prominence in news stories and on bestseller lists is anything to go by, the ethics of consumer data is one of the most urgent issues of our time. Unfortunately, examples of unethical data use and exploitation abound. 

As we celebrate the ways our networked world enriches our experience, the ethical decisions regarding how companies handle consumer data have never been under more scrutiny. Naturally, consumers are concerned about the protection of their information.

At the same time, it seems the genie is out of the bottle when it comes to the commodification of customer insights. Harnessing such data is crucial for companies looking to attract consumers amid the fierce competition of the attention economy. 

Indeed, customers want and expect personalization, and the stats speak for themselves regarding the benefits for firms that use big data.  

An Ethical Data-Driven Framework for Success

Collecting such data poses challenges surrounding the ethics and best practices of data usage and how to safeguard consumers. The consequences for brands that bungle the management of sensitive data can be devastating. Stiff financial penalties, reputational damage, and even legal action can all follow in the wake of unethical practices.

Successful businesses must therefore employ data-driven marketing in safe, responsible, and ethical ways. Read on to learn how companies like yours should go about collecting customer data. 

Diffuse It or Lose It 

The first consideration for those looking to ethically collect consumer insights is the embedding of rules and guidelines throughout your company. Clarity helps flag up data usage that runs counter to company standards. To develop and sustain a culture of data privacy and risk mitigation, train new and existing employees and communicate expectations from the off. 

The name of the game is moving beyond abstract concepts to actionable policies. So, roll out your data ethics guidelines company-wide with the zest of a firm launching Zoom phone alternatives to put thoughts of the pandemic behind them. 

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Know Your Mission

An often overlooked aspect of ensuring your ethical approach catches on is outlining how your vision and values align with your handling of customer data. This helps gear your data policies to your industry context, and your company values to guide how you use customer data. Best practice means fostering reflection on the kinds of data your organization works with and the questions that arise because of it.

Remember Context

Critically, be seen to use the personal information of customers responsibly to avoid sowing mistrust. Sure, you want to use data as insights to improve the customer journey. But make sure you’re managing personal information sensitively and using only data collected directly from the consumer. Otherwise, personalization gets creepy, and consumers may recoil and take their business elsewhere. 

If you’re recruiting partners to work with, vet them based on how they handle data and the practices they have in place. Look for evidence they’ve thought through consumer privacy and have the correct measures in place to protect the personal information they gather. It’s your responsibility to select accountable partners to guard against potential blowback that could affect your business. 

Incompleteness Theorem

This should go without saying, but only collect the data needed to add value for your customer. Even large firms using enterprise SaaS solutions should limit the consumer data they collect and store to what’s relevant to their business goals. The less personal information you hold, the more you minimize the risk of a costly data breach. 

Be Transparent

A good data policy should do more than comply with the bare minimum regarding the official regulation of customer privacy and data protection. It should be proactive and put the kind of formal data-protection protocols in place that cultivate consumer trust. Trust is the foundation for the success of your brand and keeps customers coming back.

All the same, consumers are understandably wary about parting with any more personal details than necessary. To calm their anxieties, be upfront about what personal information you’re collecting and how you’ll use it before customers visit your site. Better yet, give customers the chance to participate in the process by allowing them to opt in or out. 

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The Bureaucratic Oath

To create a culture of responsible data management, define roles for data usage and ownership. That way, your company is well placed to adjust course and nimbly make changes to existing data practices or levels of access. Assign privileged access to view data and make system changes to a select few, and you’ll be on your way to living up to the imperative to ‘do no harm’. 

Ask yourself what could go wrong. As an example, it’s no secret that the algorithms of AI bring benefits but are vulnerable to unintentional bias that can lead to unethical outcomes. So, it pays to be aware of such blind spots. Similarly, to minimize data risks, implement secure and effective protocols such as the anonymization or pseudonymization of data. 

The Social Contract

As you confront the challenges of collecting customer insights ethically, you might encounter roadblocks. In particular, in the form of resistance in your organization to changes that could potentially affect profits or customer satisfaction. Whether you communicate in person or via VoIP headset, be sure to have conversations that spark progress toward lasting, ethically sound change.

It might take time and effort to counter and resist the pull of short-term business advantages or economic concerns, but with commitment and consistent self-monitoring, you’ll get there. Put your customers at the heart of what you do and preempt the kind of data breaches that bring real-world repercussions.

Be Above Board

How to ensure that your employees comply with data policies too? Why not set up a data ethics board that has oversight for continuously evaluating how you’re using data and whether you’re meeting your standards on consumer privacy and protection. 

Do The Right Thing

Collecting consumer data and connecting with customers in increasingly personalized ways is essential to the long-term success of your business. But without a thorough, considered, secure program for doing so, you could wind up causing your consumers harm. Follow these insights to thread the needle of existential threats and build your mutually beneficial digital defense.

Jenna Bunnell
Jenna Bunnell is the Senior Manager for Content Marketing at Dialpad, an AI-incorporated cloud-hosted unified communications system that provides valuable call details for business owners and sales representatives. She is driven and passionate about communicating a brand’s design sensibility and visualizing how content can be presented in creative and comprehensive ways.


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