Insights-Driven Customer Experience
How much data do you think your customer would be willing to share with you?
Are you crossing the creepy line with your customers when using their personal data?
Find out how to respect customer privacy and get the data you need.
How much privacy are consumers willing to give up? More than you think
Why are customers reluctant to complete long forms with their details despite offering them discounts, but don’t blink an eye about sharing their whole life on Facebook? What advantage does Facebook have over your company?
The answer is fairly simple: Facebook doesn’t ask for much. It never does. It does, however, ask little questions often. Small micro tasks: update your school, where do you live, when did you met so-and-so etc. Consumers don’t even think twice about whether they should give up this information or not. They just do, because the question is asked in context and is easy to answer. And sometimes even fun when it brings up some nostalgic feeling.
Even when Facebook is not asking explicitly, consumers continue to feed the Facebook beast with data by liking content on the web or logging into applications using Facebook connect.
Here’s what you can learn from Facebook on getting customer permission to share their data freely.
Firstly, ask questions appropriately in a timely manner and in good context.
Secondly, collect data over time since life doesn’t happen all once and your customer is more than just the single transaction.
Thirdly, make your customers be willing to share their data. What can you do to tease out that nostalgic or happy feeling?
Finally, and most importantly, don’t freak people out by predicting their behaviour too accurately. Humans like to think they are original with free will; even if research has shown most of us are immensely predictable. Facebook can predict cheating and suicide upfront, though never warns the individuals or its loved ones about it. It even detects it before the subject knows it. But they won’t tell you about it.
Collect and predict but don’t cross the creepy line.
Rick Mans, Social media lead, Capgemini
The Cautionary Tale of the Unidentified Car Customer
The father of a friend of mine recently bought his eighth BMW. When he went to his local dealership, the poor salesman had no idea, and asked the gentleman if it was his first such car.
It is a sad indictment on the automotive industry that I love that we have no idea of the lifetime value of our consumers, and indeed who these consumers are. In a world where companies strive to make consumers loyal and reward them for that loyalty, the automotive world still struggles to aggregate data at a customer level.
There has been much debate in the automotive industry over who owns customer data. The car manufacturers and the dealers both feel they should be the point of consolidation for customer data, whereas most consumers would probably think it is neither of them, and that the data is theirs anyway.
The good news is that consumers are generally happy to share data – as long as they get something of value in return. It is the experience of various digital companies after all. Facebook has convinced over 1 billion people to share their personal data, and I doubt many have read the fine print of the Terms & Conditions page.
Surely the answer is for manufacturers and dealers to agree that the paramount is end-customer satisfaction: consumers don’t make a big distinction between the two ends of the brand, and dealers need to accept that they might only be a transitory part of a consumer journey. The benefit to both will far outweigh any potential conflicts of interest between dealers, or between dealer and OEM.
Let’s hope we can agree this before my friend’s father is ready to buy his ninth BMW!
Nick Gill, Chairman of the Automotive Council, Capgemini
Predictive Government: Big Booster or Big Brother?
Personalization is common in the online shopping world. In general over 200 data points that characterize ‘you’ are known by others who use it to try and sell you a product. Government also holds data about you. What if they start using that data to predict your future needs?
Actually, it would be a good idea! It would save you time when filling in forms with your personal data. It could also make you aware of services you didn’t know exist (1 out of 5 internet users in Europe isn’t aware of existing eGov services).
And even better: an invisible government could deliver services to you without you having to ask for it.
- Your child allowance deposited a few days after you registered your baby’s birth.
- The VAT number sent directly to your email inbox immediately after you registered your company.
- Receiving information on local parking rules and an eForm after you’ve become the legitimate owner of a car in the public register.
That might start to feel as if you’re being watched. How would you feel to receive forms for changing address if you have been fired or have been sent divorce papers? Or receive several parking fines before reaching your hotel and speed tickets on the way home. Definitely creepy and inappropriate.
Governments reusing data and automating services are smart governments that boost customer experience. They reduce burdens for users while increasing the internal efficiency and saving costs. It should be aimed at removing steps in the existing customer journey. It only becomes creepy if it is aimed at predicting behaviour.
If it is not, then you and the public interest are being served because the purpose is clear and the process is transparent. Big Brother only has his pigs to look after.
Niels van der Linden, Managing Consultant for Public & Health, Capgemini Consulting
A new approach to customer centricity
Watch these videos to find out how vendor relationship management offers an innovative way to customer engagement:
- What is Vendor Relationship Management in the new customer-centric age?
- What are the key differences between Customer Relationship Management and Vendor Relationship Management?