Brand Reputation in the Era of Data – Principle 5: Practice Customer Empathy

November 20th, 2015 | Posted by Sarah Jones in Uncategorized

This week on NVTC’s blog, NVTC member company Kathy Stershic of Dialog Communications continues her Brand Reputation in the Era of Data series by sharing principle five: developing an empathic organizational culture that understands, internalizes and practices customer-sensitive behaviors.


Hand in hand with getting your own house in order to secure customer data is developing an empathic organizational culture that understands, internalizes and practices customer-sensitive behaviors. This can be reflected in the marketing practices you adopt, the way customer data is collected and handled, and the attitude and values that are expressed and embodied from leadership through the ranks.

Several respondents in our qualitative feedback study emphasized that organizations’ observing privacy policies internally was very important to them. While most every organization has an external privacy notice (understandable or not), many companies lack a robust internal privacy policy, data management policies, or even clarity of their privacy mission and position. It is important to thoughtfully define these, then train your people, in a resonant and memorable way about these corporate values and an employee’s role in them. Reinforce the training with an ongoing internal awareness campaign. Help your team remember that behind every purchase, tweet, post, click and share is a human being and all that entails. Anyone who has something or someone to protect can understand that.

This is a foundational aspect of your organization’s personality and reputation – how do you want to be seen and regarded? Are you the respectful company? The service-oriented company? One who customers see as sneaky or arrogant? One who is so consumed with innovation and speed that they forget there are real people who will be served or potentially harmed by your invention?

Consider incenting or requiring those who work with other’s personally identifiable information, whether it belongs to customers, employees, partners, students or anyone else, to get certifications. This can help them more deeply understand the implications of what they’re working with. A colleague of mine likened this to how massage therapists are trained to respect the bodies of their customers, with their reputation and careers dependent upon following those protocols.

A best practice is to conduct what’s called a Privacy Impact Assessment (PIA) to evaluate risk in both existing and intended practices and services. There are online resources to offer you guidance (shameless commerce warning: Dialog can help with these); you will need some understanding of the legal and regulatory environment in which you operate. Then, when you objectively understand the level of risk, you can consider adjustments to your practices or plans if necessary. Those who may decline to participate should be made fully accountable for any consequences – financial or otherwise.

Acculturating a sense of responsibility and empathy, with policies to back that up, will go a long way toward solidifying your organization’s reputation as a trusted vendor. And that translates to the bottom line.
Brand Reputation in the Era of Data: 8 Principles for Responsible Data Stewardship That Won’t Kill Your Customer Relationships
Brand Reputation in the Era of Data – Principle 1: Empower Customer Control
Brand Reputation in the Era of Data – Principle 2: Be Clear and Accountable
Brand Reputation in the Era of Data – Principle 3: Do Everything You Can to Protect Customer Data
Brand Reputation in the Era of Data – Principle 4: Mind Your Partners!

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