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LISTEN TO YOUR CONSUMERS
Successful dental visits and successful data withdrawal have
one thing in common--when performed by experts, they can
be pain-free and both parties benefit from the experience.
Building trust takes time and lending an ear is critical. Listening
and responding are two important activities a company can
undertake to ensure brand loyalty. And the best brands know
this. They nurture their consumers and in return, they earn
devotion. Consumers will embrace new products and new
terms, including unloading personal information, if they feel
a company, their company, cares about them.
Disney is a good example of this. Through MyMagic+, a
new vacation management system, Disney is starting to
track valuable residual information from the 121.4 million
consumers who visit its Orlando theme parks. Wearing
MagicBand bracelets embedded with RFID chips, consumers
relay data about where they are and what they are buying.
The result? Targeted marketing and ideally a better visitor
experience. Kids could be personally greeted by Mickey or
parents could receive alerts about the shortest line for rides.
BE TRANSPARENT ABOUT DATA USAGE
In any relationship, shady maneuvers raise eyebrows and
suspicion. Trust and mutual respect come through upfront
messaging a