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How do I get customers to give me their data? Three trust-building steps toward a first-party data strategy 

You understand the implications of cookie deprecation and the importance of pivoting to a first-party data strategy. But, if you’re like many organizations, you might be wondering how to get customers to give you the data you need to make that strategy meaningful. 

You know that collecting first-party data is a tough ask from customers because you are one yourself.  

In a digital-first world, where data breaches make the headlines every week and privacy laws continue to tighten, people are increasingly wary of sharing their data. And yet, those same circumstances make it more vital than ever for marketers to collect it. How do you overcome data sharing reluctance and build a foundation of trust for your first-party data strategy? 

Every business is different, but we’ve identified three key steps that any organization can take to get – or keep – their first-party data gathering on track. 

Key 1: Be transparent 

Everyone knows companies need first-party data, but before they hand over their information, they want to know how you’re using it. Studies show that most people are comfortable sharing data with companies they trust, who use the data to meet customer needs — and if you plan on selling or sharing the information, they want to know upfront. 

Your best move is to explain how you store and use data in plain, uncomplicated language. Make the terms easy to find and the customer’s rights simple to understand. 

Then, highlight the ways you use the data you collect to benefit your customers. What benefits and experiences can they expect when they let you know about their interests and preferences? 

Key 2: Deliver value 

Don’t just talk a big game about personalized content. If you offer incentives in exchange for data, be sure it’s something that your customer actually wants. Your generic and sporadically published newsletter? Probably not it. A guide that helps the customer with a real issue they experience day-to-day? Probably more successful. 

What content meets the customer’s unique needs? What touchpoints build connections between your brand and the customer’s own values and personal identity? Smart companies build content and offers tailored to customer interests, needs, and buying stage, not broad filler work. 

Key 3: Be consistent 

Your customers expect a consistent experience every time they interact with your company, whether that’s on your website, chatting with customer service, or talking with sales. Rather than capturing these touchpoints in data silos, your technology needs to connect information across business units and channels, so the customer is tied back to a centralized profile and so that your organization can connect the dots.  

Whether you store the information all in one place or keep it dispersed, your analysis should be able to cross boundaries and deliver actionable insights that help you personalize content, marketing, and individual interactions so your customer has a seamless experience with your brand.  

Take the next step. 

Building a first-party data strategy is no easy task, but the results are worth it. If you’re not sure how to get started or think you might have gotten off track, we can help. Fusion Alliance helps companies reimagine how they connect with their customers through strategic solutions at the intersection of digital, data, tech, and cloud.  

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About the author

Amy Brown

Amy Brown is a Digital Solutions Director at Fusion Alliance. With more than a decade of expertise, she finds her passion in crafting experiences that make brands and customers more valuable to one another. Amy has created numerous omnichannel strategies that are backed by executives of global Fortune 10 companies. Her strength lies in bridging the technical and the practical. With a unique background that blends both hard and soft skillsets, she finds joy in tackling business challenges that require both technology and empathy.

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