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3 Tips to Action Consumer Trust with Data Security and Privacy

High-profile data breaches and increasingly sophisticated security threats are driving smart brands to better manage the mass amounts of consumer data they've spent years collecting. To do so, brands must prioritize their customers' interests and build a modern data security and privacy strategy where consumer trust is central.

Here are some tips to build a successful customer data security and privacy strategy in the age of the consumer:

1. Shift focus from risk mitigation to proactive identity protection. Security and privacy leaders need cross-functional support to implement a successful, customer-first data management strategy. Empower other groups to make data security and privacy central to their business practices, rather than mitigating data privacy and security breaches as they happen. By enacting security and privacy best practices throughout a customer's journey, from digital marketing, to online registration and authentication, to preference management, to data storage, and beyond, you will boost consumer trust.

2. Empower your customers to manage their data. It goes without saying that an end-to-end data security and privacy strategy involves your techstack. Take a close look at the solution providers and in-house platforms your marketing, eCommerce, website, customer service, and other cross-functional teams use to capture, manage and protect consumer data. Ensure they enable compliance with regional data privacy regulations and align with your customer-first data management strategy. One critical benchmark: customers should be able to access and manage their profile and preference data. This has several brand benefits, including data privacy compliance, boosted customer trust, and enhanced first-party data.

3. Create a customer-first culture to implement your strategy. Once you build your data security and privacy strategy, you must effectively roll it out. Create a business culture that respects customers' data by enabling your cross-functional champions with information and best practices to share with their teams. Enact an enforceable data security and privacy policy and give your employees the tools to follow it. By creating a customer-first culture, your business will reap the rewards cross functionally: data privacy compliance, protection from data breaches, better first-party data for enhanced personalization, more engaged customers, and boosted brand loyalty.

Want to explore this topic further?

Download Forrester Research's Data Security and Privacy Maturity Assessment, courtesy of Akamai, to benchmark your brand's data security and privacy competencies, identify areas for improvement, and learn tips to make it a competitive differentiator.

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