The age of the “Zero-Party Data“
Although a buzzword, the Zero-Party Data as defined by Forrester does highlight the change and new expectations of today’s customers. It is defined as consumer preferences (or personal information) shared proactively by the customer himself with a brand in order to get a selected experience.
Benefits are multiple from helping build trust, get explicit content and value exchange from the user, give your brand key Moments of Truth where you can engage customers, as well as gathering data coming directly from the consumers thus more likely to be accurate.
Trust Gates, Trust Profiles & Trust Messaging
Trust Gates put customer data back into their hands while allowing businesses to still create valuable and useful personalised experiences. It is a framework for packaging and managing customer data in ways that give customers complete confidence that they are in control of their personal data, and know exactly what is happening with it. They also give customers complete control over it giving them the ability to configure, set preferences and revoke its use for services. It also provides a framework for transparently managing this data with 3rd parties.
A Trust Profile or Experience Profile gives customers a place to see the data that has been captured and how it is stored and used. It gives them control over preferences, transparency of when and how data has been used, and tools that give customers the opportunity to know when data is being used and control over when and how.
Trust Messaging is an open channel with customers about the capture and use of their data. This channel allows for an ever changing future. By opening a two-way conversation, new opportunities to engage with your customers arise. On the business side, we can propose new experiences that we think are relevant to our known customers. On the customer side, it is finally the opportunity to tell the brand what you really prefer, and get the experience that best fit your needs. This channel also gives customers access to the business about the use of their data.
Customers want more personalised services however they are increasingly wary of giving away personal information. This creates the Personalisation Paradox.
Trust Gates proposes to enable brands to start building back the digital trust by building bridges and two-way conversations with customers. It allows customers to co-create their preferred experiences, while giving brands new opportunities to engage with them and improve Digital Experiences globally in a respectful and transparent way.