MarketingMarketing AutomationPrivacy vs. Personalization – The Creepy Side of Small Business CRM

Privacy vs. Personalization - The Creepy Side of Small Business CRM

There's a fine line between impressing your customers with what you remember about them and creeping them out with your extensive knowledge - here are some tips for how to stay on the right side of that line.

Small business customer relationship management (CRM) is awesome. You can serve customers better, anticipate their needs, delight them, and overall treat your many customers as if they were the only one.

However, as you implement CRM, it’s important that you are careful to build personalization and customization into your system, while not invading privacy or being creepy.

These are a few things to consider as you implement CRM and intelligence into your sales and marketing process.

Website Tracking: There are technologies that enable you to know the moment someone is browsing your website. You can then call them or do some other action. It MIGHT be creepy for customers to know you’re “tracking their movements” on your website. Be sensitive.

Birthdays: Everyone loves to receive a birthday card on their birthday. While you want to delight your customers and share this special occasion with them, it’s also important that you respect the privacy or personal space of those who might want to keep their birthdays private. If you are able to capture the birth date of your customers – set an expectation. Let them know that you’ll use their birthday to send them a card…or special offer.

Loyalty Rewards: Remember the story of the department store who knew a young girl was pregnant, based on her purchase patterns? The store then sent her father (as the girl and her father shared an email address) information related to pregnancy. Be careful with loyalty reward systems. Incentivize your customers to buy from you, yet respect their right to buy in privacy.

Use Customer Information in Aggregate: If you’re sharing information with third parties, it’s important that you share customer information in aggregate. For example, it’s OK to share that you have a 20 percent rise in customer orders in a particular neighboring state. However, without permission of the customer, it’s not OK to share that individual customer information.

Use Clean Data: Remember how the Department of Veterans Affairs sent information resolving a medical issue to a deceased veteran? These types of actions are in part due to using “dirty data.” When you don’t update customer information, it’s easy to send wrong or inappropriate information to customers. Keep your data clean and give customers an opportunity to update their own information.

Be Careful With Customer Buying History: Sure, your customers know you have their buying history. However, when using this information, use it like a warm introduction not like a rude or annoying greeting. A friendly, “John, based on your buying history, I thought you might like these types of shoes,” is good. But be careful with, “We saw that you bought a black shoe last week and a green shoe the week before – want another one?”.

Related Articles

5 cross-platform automation tools to improve your team's efficiency

Collaboration 5 cross-platform automation tools to improve your team's efficiency

1m Tereza Litsa
Best practices for digital marketing in 2017: How to take advantage of the latest trends

Marketing Best practices for digital marketing in 2017: How to take advantage of the latest trends

5m Tereza Litsa
Four tips for kickstarting your marketing automation activities

Marketing Automation Four tips for kickstarting your marketing automation activities

6m Linus Gregoriadis
Why the bricks and mortar retail store is not dead yet

Ecommerce Why the bricks and mortar retail store is not dead yet

1y Ohad Hecht
Four steps for winning the inbox with email automation

Email Marketing Four steps for winning the inbox with email automation

1y Cynthia Price
What does the modern marketer look like in a multichannel world?

Analyzing Customer Data What does the modern marketer look like in a multichannel world?

1y Sophie Loras
How SK-II blends ecommerce and social for improved brand perception

Asia How SK-II blends ecommerce and social for improved brand perception

1y Sophie Loras
American Apparel: driving customer centricity in an omnichannel world

Analytics American Apparel: driving customer centricity in an omnichannel world

1y Sophie Loras