Why good data protection builds customer trust and confidence

The New Year is a great time to start using all the customer data you’ve stored in your business but never made the most of. Used well, your data can be an asset to your business and help you build customer relationships.

Data helps shape your offering

It can tell you:

• Product popularity – how many people are buying it? Is it worth stocking, marketing, manufacturing etc?

• Repeat buying – does this customer buy more than once? When? Could you encourage them to buy it more?

• Local information – knowing where customers live can aid a geographical campaign or partnership link-up.

Data segmentation helps customers feel valued

Segment your audience data into meaningful categories such as:

• Those who’ve enquired or looked at your products/services but not yet bought

• Previous purchasers who haven’t bought for a while

• Regular buyers who could be interested in something else in your range

This allows you to talk to each sub-group in a way that’s appropriate, so they’re confident you understand their needs.

Trust influences a purchase

Research by OneTrust and the Data & Marketing Association found that 70% of consumers say trusting a brand is more important now than in the past. The recent UK Business Data Survey found that 77% of consumers make choices based on trust.

Using customers’ data to improve their experience with your brand, helps them trust you more.

Make 2025 the year you unlock the relationship-building opportunities in your data!

Ask me for friendly advice, a data review and recommendations of where to start.

Judith Andrews Business Tamer www.businesstamer.co.uk