|
Press Release |
|||
|
Build Trust, Build Revenue -- INSIDE 1to1®: Privacy Newsletter Helps Executives Turn Privacy Practices Into Profit.Peppers and Rogers Group Teams Up With The Privacy Council To Ensure Highest StandardsSound privacy strategies can translate into revenue when companies commit to building trusted relationships with customers. This is the mantra of INSIDE 1to1: Privacy, the latest online publication by Peppers and Rogers Group. Introduced to "opt-in" subscribers in March, INSIDE 1to1: Privacy is a bi-weekly e-newsletter that promises a global perspective to the privacy space and is dedicated to helping executives leverage the business of privacy.Created through a partnership with The Privacy Council, a privacy solutions company, INSIDE 1to1: Privacy (www.1to1.com/privacy) incorporates the Peppers and Rogers Group principles of customer relationship management practices and explores the business of privacy across all channels and verticals. The publication includes the latest privacy news, regulations, and most importantly, actionable strategies from Peppers and Rogers Group experts on how to turn sound privacy practices into profit. "What do we mean by the business of privacy?" challenges Don Peppers, Partner with Peppers and Rogers Group. "For many executives, privacy protection and good business act as opposites. For most, a privacy policy is little more than a defense against litigation. However, when companies position themselves and their brands as worthy of consumer trust, sound privacy policies can translate into revenue." Practicing the Privacy They Preach To prepare for the launch of INSIDE 1to1:Privacy, Peppers and Rogers Group, long an advocate of privacy policies and protection initiatives, teamed up with the Privacy Council to ensure their own practices met the highest standards. In dissecting their policy, the relationship gurus found that even the most savvy of strategists could learn a few things. Page by page, The Privacy Council's Privacy Scan meticulously examined the Peppers and Rogers Group web site, searching for hard-to-find privacy 'critters'. "This 'crawler' technology acts like an active human Web visitor might act as he or she surfs through the Web site," explains Margaret Alston, VP of automated solutions for The Privacy Council. "We found a few areas of 'privacy pain' that can slip under the radar of even the most dedicated privacy stalwart." Top Tips for Being a Privacy Advocate While Leveraging Customer Data Make sure every page of your Web site connects to a single version of your privacy policy. It's surprisingly easy for just one of your site's pages to connect to an outdated policy. Avoid "get forms." A get form is a method of sending information to the Web server from a form in the browser. When constructing forms on your site, make sure that sensitive personal information is not passed in the URL when forms are submitted. Rather, use "post forms," which send personal data outside of plain view. Be aware of the privacy policies of any third parties on your site, such as advertisers and outside content providers. Even if your privacy practice is in good shape, it could be damaging to you if one of your customers connects to a site that's not airtight. These steps are a good start, but they represent only one piece of the larger, multi-channel privacy pie. This year alone, says Gartner Group, 40 percent of companies practicing CRM will modify their activities to protect customer privacy and support personalization. Peppers and Rogers Group and The Privacy Council encourage companies to evaluate their current privacy practices, both on the Web, and in the back office. Posting a document on a Web site is important, but what companies do with the data they collect in the coarse of doing business is the difference between having a privacy policy and a privacy practice. As the Internet transforms business by the minute, and new laws are taking center stage to protect customer data, smart companies are learning how to balance the business of privacy with their organization's business model and objectives. While many privacy protection initiatives in the United States are motivated in large part by corporations that are already enjoying the profits that come from using their customers’ information to improve loyalty and customer service, experts at Peppers and Rogers Group adamantly maintain that privacy should not be confused with anonymity. "Amazon.com remembers your address and credit-card number so you don’t have to re-enter it to order another book," points out Peppers. "This is a tactic that gives them and companies like them, the opportunity to build unprecedented levels of customer loyalty. But, in exchange, consumers are rightly demanding their privacy be assured – they need to be able to trust that companies will protect this highly personal information." For more information about Peppers and Rogers Group and to subscribe to INSIDE 1to1Privacy, INSIDE 1to1 or 1to1 Magazine, go to www.1to1.com or click directly on www.1to1.com/privacy for a sample copy. Editorial Contact: Kathryn Kavicky Peppers and Rogers Group 203-642-5307 kkavicky@1to1.com top of page |
|||