In Brazil, more and more businesses are emerging and working on adapting to the General Data Protection Law (LGPD). All ventures are seeking different ways to engage with customers and improve their receptiveness on their digital platforms, aiming to create a positive impression and remain a top commercial priority for interested parties.
Privacy is not limited to risks such as data leaks or events caused by offenders. Privacy also includes respect for consumer rights. Among the principles of LGPD Consumer protection is addressed in the sixth principle. Now, let's move on to the impact.
What is customer experience?
In general, an experience is a reaction after something has been lived, whether planned or not. When we talk about Customer Experience (CX), it's the term given to everything that was perceived and captured after a particular customer interacted with a given company.
There are several strategic techniques for measuring customer experience, which can be reflected in digital advertising. Some of these techniques use data to identify patterns in customer consumption and/or interest when they are present on your digital platform.
One example of this is cookies, which users can allow while browsing. They focus on user experience and ensure that the user's registration data is saved for future visits.
With a positive impression, there's a greater likelihood that the customer will recommend your business and continue to shop with you. Who would trust sharing data with a company that recently suffered a data breach? It's best not to take the risk. Neglecting privacy is a serious risk to your reputation. Knowing this, we proceed.
Adoption of transparent communication
The purposes outlined by the LGPD (Brazilian General Data Protection Law) are an essential point in the correct handling of privacy, among them transparency. All companies need to practice what is stipulated in its terms. What the customer is entitled to must be included in the sales, marketing, and customer service processes of the business.
As mentioned above, one of the fundamental principles of the LGPD (Brazilian General Data Protection Law) is consumer protection. Furthermore, the data subject has the right to request the deletion of their data, to verify their data, and to confirm the existence of data processing.
Content customization
For a customized service to be provided, prior registration is required. During the registration process, data is sent to create a user account, and from there a more in-depth personalization process will begin.
During this period, it is not uncommon for some companies that work with service provision and/or product sales to have tabs that seek to segment the user so that there is a focus on customizable marketing.
For example, when registering at a general merchandise store, you might prefer fashion-oriented products and receive recommendations for items within that chosen theme.
With higher quality data and targeted promotions, coupled with customer segmentation, there is a greater likelihood of a higher conversion rate.
Customer experience benefits from customization.
Another example is personalized promotions. When a store customer has a birthday, certain discounts are applied on that day. The store knows that the customer's birthday is on that date because that information was provided. The simple act of receiving a unique personalized offer can elicit a positive reaction from the consumer, even though a significant amount of data is involved.
In the age of privacy, no precaution is too much. Adopting digital security tools, providing training, and especially complying with the LGPD (Brazilian General Data Protection Law) all contribute to a better customer experience.
