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For B2C Marketing Professionals

The Customer Trust And Privacy Playbook For 2018

Executive Overview: Make Privacy A Competitive Differentiator

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. Forrester believes that failure to respect customers' data preferences will drive them to a more customer-obsessed competitor. The customer trust and privacy playbook addresses the tools, technologies, responsibilities, and requirements that B2C marketers will need to build trusted relationships and ensure success in an era of consumer-managed data and increased scrutiny of privacy practices. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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