Do Your Customers Trust You?
Asking if your customers trust you is a little bit odd, isn’t it? After all, they are trusting you to provide the item they came to your store or site to purchase. They may be using a credit or debit card; further signs of confidence in your business. Signing up for a loyalty program means they trust you to contact them with offers that they can use.
But a person who talks to the sales clerk about needing an item and is told they purchased one last week might be justifiably taken aback at the proof you are tracking their purchases. If the sales clerk whips out a little black box and proceeds to state facts about their purchase and returns history, it might actually come across as creepy.
On the other hand, a sales clerk who whips out a little black box and tells you that your loyalty program number will let them look up your purchase history so they can help you figure out the right kind of item will seem helpful. If they can’t look up your history until they get your permission (and loyalty program number) there’s a sense of security.
Walking the line between being intrusive and helpful with customer data collection is tricky. The way the customer feels about it often comes down to the way it is used by your staff and their mobile assistant technology. That’s why staff training is crucial. Consumers today know that their information is being used in many ways, and they are not sure what to think about it. Most of the time, the way they observe its use determines their comfort level.
This makes transparency important: clearly stated policies in easy-to-understand language, devices with screens large enough to show an interested customer what information is shown, and clear opt-in or opt-out procedures are necessary.
The ChainDrive Mobile Assistant is one of the best tools available for collecting, compiling, and managing customer data. Like any tool, the way it is used determines the effect. We can work with you to equip your staff to use it in ways that increase the trust your customers have in you.