Data privacy is more than just a hot topic. It is a necessity and essential to consider ethical standards when collecting customer data in surveys. With the increasing amount of data breaches and cyber attacks, customers are becoming more aware of their rights to privacy.
In this blog, we will delve into the importance of data privacy in customer feedback surveys, explore the gray areas surrounding personal data collection, and discuss the negative effects of mishandling customer data. We will also cover ethical considerations for data retention including transparency, informed consent, anonymity and pseudonymity, and limiting the amount of data collected. Lastly, we’ll outline best practices for protecting identifiable information and customer data in customer feedback surveys. This includes data encryption and secure storage, regular audits and monitoring, and employee training on data handling.
As a marketer conducting customer surveys, it’s crucial to understand these ethical considerations to build trust with your customers and protect their sensitive information.
Importance of data privacy in customer surveys
Collecting feedback from customers can enable businesses to improve their services and service providers. However, a primary and a basic importance should be given to ‘customer consent’ before collecting responses. This means explaining clearly what kind of feedback data will be collected, how it will be used, and who will have access to it.
When companies adhere to regional laws on data collection, it provides considerable relief to consumers who share their feedback with these companies. With this, businesses can build trust with their customers and while adhering to data protection laws. Having systematic data management within the organisation can also build trust among patrons.
What is data collection in a customer survey and why is it conducted?
Conducting a customer survey is an important part of effective customer marketing. Data collection simply means that all feedback received from customer interaction is stored in a company’s repository. This information is later used to enhance and improve customer feedback processes. This also helps upgrade existing products and services. However, all personally identifiable information stored should be free from external interference or internal manipulation.
However, while collecting feedback via any type survey, the respondents have the right to privacy. Marketers reach out to their customer base via various social media platforms (Facebook messenger, Twitter 1.0, emails, websites and web based chat bots). It is required to ensure that their data is collected and used in a responsible and transparent manner. This includes obtaining informed consent, protecting personal information, and allowing customers to opt-out of future communication.
Collecting every personal data at once: the gray area:
While it can be tempting to ask for personal information such as age, income, and location, it’s important to recognize that a certain section of the population may feel uncomfortable providing this kind of information.
To avoid any potential ethical issues, brands must clarify why the survey is being conducted and what will be done with the data. If possible, it is advisable to collect feedback from customers in a private setting. This can help ensure that respondents feel comfortable sharing their opinions without feeling pressured or exposed.
Ultimately, protecting customer’s data privacy should be a top priority when conducting customer surveys. When companies are open about their regulatory compliances and how they treat user data, respondents are more inclined towards sharing their feedback. Building transparency can simultaneously build goodwill and upgrade their marketing systems.
Negative effects of mishandling customer data:
Mishandling customer data can have long term implications for an organization, including loss of business and other legal breaches. An effective survey design will protect the privacy of respondents while still collecting accurate information. This is to ensure that all collected data is kept confidential and only used for the intended purpose. Respondents should also be given the option to remain anonymous if they choose to do so.
Customers often leave financial traces when interacting or making online purchases from their favourite retail stores. It is of utmost importance to maintain regulatory requirements for data security. Leaking of personal and financial data can lead to identity theft.
The negative effects of mishandling customer data cannot be underestimated. The very act of being transparent with your customers (online surveys or talking to customer executives) should be in the forefront. This is essential for maintaining a positive relationship in the long run.
Ethical considerations for data collection in customer surveys:
The survey should be voluntary, and respondents should have the right to choose whether or not they want to participate. Customers’ privacy must be respected, and personal information should not be shared without their consent as per regulatory requirements. Additionally, nobody should not feel pressured to participate in the survey especially when it could be an intimate product. Sometimes, data collection can also be a nuisance. Companies end up bombarding the humble respondent with a plethora of advertisements that they never signed up for.
Every customer should be able to unsubscribe at any time without consequences. By keeping these ethical considerations in mind, businesses can collect valuable responses from customer surveys while respecting a customers’ privacy and autonomy.
Transparency and informed consent:
One of the main considerations is transparency and informed consent. The informed consent states the purpose of the survey, how their responses will be used, and any potential risks/rewards associated with participating.
Another transparent guideline would be to allow people the opportunity to openly withdraw their participation. When you obtain the consent before launching a survey, customers can understand what they are agreeing to and can make an informed decision about survey participation. Organisations can conduct customer surveys in an ethical manner while still gathering valuable insights for service upgrades.
Anonymity and pseudonymity while sharing information with a larger organisation:
Anonymous surveys allow customers to provide candid feedback without fear of retribution. Pseudonymity allows customers to provide feedback under a nickname/ alias, which can protect their identity. However, using an alias can also skew the customer feedback protocol since marketers will not be able to determine the customer persona clearly.
Anonymity may lead to more honest responses but be prepared for unreliable facts and figures as well. Pseudonymity can protect customer privacy but may also lead to fraudulent responses or inaccurate details. Marketing departments can evaluate the potential impacts of each option and choose the one that best aligns with your organization’s values and data protection regulations.
To avoid hackers and ensure you have genuine respondents, you can opt for personalized messenger based surveys that reach your customers directly. Allow the surveys to start only after they have permitted the option.
Limiting the amount of data collected:
Limiting the amount of data collection is to avoid compromising respondent security. It helps brands to stick to the goals of a survey while aligning with data privacy and transparency concerns.
Another consideration is providing respondents with a clear explanation of the survey goals and how their responses will be used. Even data storage from respondents needs a certain protocol and compliance requirements. This is done to prevent every documentation from leaking to third parties. All security measures collectively help to build trust with respondents and ensure that they are comfortable providing their personal information.
Best practices for protecting customer data in surveys
Best practices for protecting customer data in surveys involve using a secure survey platform that encrypts customer data while it is being stored. Multiple layers of security should also be implemented such that customer data is protected from unauthorized access.
Various industries such as automobile , financial industries are careful about data privacy regulations. Especially in the financial institutions, the financial activities are heavily encrypted thus maintaining information privacy. While using messenger based surveys in the customer journey, Merren adheres to the best data practices.
To know if participants are genuinely interested in taking the customer feedback survey, you can ask for their email address, PII and other personal information as a great starting point. However, only collect necessary responses and do not share or sell any information without their consent.
End-to-end encryption and data backup on messenger applications:
Social media platforms offer their own privacy policies. Messenger based applications (WhatsApp and Facebook messenger) offer end-to-end encryption on shared conversations. This means that when users chat with other people or businesses over messenger apps, there is no third party encroaching on these datasets. The applications themselves do not store these conversations.
Facebook messenger is clear about their cybersecurity protocols. While switching from browser based surveys to messenger platforms, organisations can be rest assured that data collected will be free from ransomware intrusions as per current upgrades. Every now and then, WhatsApp messenger upgrade their information security policies and offer added security to their messaging features. This makes WhatsApp surveys even more safe for new age marketers. Their features are in line with general data protection regulation which is an added advantage for CX professionals.
Clear instructions should also be provided to survey respondents about how their responses will be used, and their consent must be obtained before collecting any personal information. By following these best practices for protecting customer data in surveys, businesses can ensure that they are respecting the privacy and ethical considerations of their customers while still gathering valuable insights to improve their products and services.
Employee training on data handling
Employees should be thoroughly trained on how to use gathered customer data and avoid unauthorized access. This can be done by implementing secure measures such as password protection and limited access to sensitive information.
Sensitive data includes contact information, social security number, credit card digits, email addresses and residence location. When training staff on handling confidential data, departments can limit who can view this information especially when there are heavy financial transactions conduction in a B2C scenario.
In addition, questionnaires that collect sensitive information such as addresses or contact details should be avoided if possible. If such information is necessary for the survey, take extra precautions to secure it.
Customers should be provided with clear and concise information about their right to data privacy and how all survey feedback will be used. This includes informing them about any third-party involvement in the survey and what steps are being taken to protect their information.
Conclusion
Survey collection platforms are advancing to a stage where data privacy concerns can come up. Even though messenger based applications have their privacy policy stated openly, it is better to maintain transparency on top of existing regulations. Companies still need to explicitly tell consumers about what they are going to do with the responses and how it will be helpful to augment their service protocols. Your customer feedback protocols need a robust privacy policy.
Additionally, protect internal gathered feedback from fraudulent uses and malpractices. Adhering to guidelines can help respondents trust you upfront and you can build a survey system that brings high responses, all ethically. While brands are still looking at survey automation or AI survey tools , data privacy laws could undergo upgrades depending on what is being exchanged over the internet.
Our customer feedback surveys maintain confidentiality. To collect customer feedback at a fast pace, sign up for a 14 day free trial with Merren.