Summary
Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect customers’ data preferences will drive them to more privacy-conscious competitors. The customer trust and privacy playbook addresses the responsibilities, processes, and tools that B2C marketers need to build trusted relationships and ensure success in an era of consumer-managed data and increased scrutiny of privacy practices.
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