How to build quality relationships through data

For many people the word ‘data’ evokes word associations such as dry, boring, uninspiring even. You may be interested however to learn that the etymology of the word ‘data’ is actually rooted in the Latin verb ‘dare’, meaning to give.

Giving is personal and usually accompanied by innate expectations of receiving something in return e.g. relationships or personal gratification. Brands must consider this when entertaining the idea of data acquisition.

Years of social conditioning has made customers sceptical about giving their information up to brands, concerned that their data will be used in what could be perceived as an irrelevant or even sinister way.

Phil Szymala, Business Insight Director at ICLP, passes on some learnings that can help you regain your customer trust and build quality relationships.

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