Are cookies going stale?

22 Mar 2022

What does this mean for the customer experience?

According to techhq.com, digital advertising is about to change forever.


Google is phasing out third-party tracking cookies and other similar methods, and internet users are becoming more aware of how their data is used. As a result, providing bespoke digital interactions and achieving CX excellence is becoming increasingly challenging.


Or is it?


TechHq believes that the answer lies in

'permission-based customer data, so-called zero-party data (ZPD).

A change of approach


Zero-party data is based on trust. It's information a customer willingly gives a company in return for something; this could be a special offer, gated information etc.



Hands typing on laptop with image of a lock and people icons in white


By collecting data at every touchpoint, companies can start to create bespoke interactions with customers and, importantly, still comply with legislation such as GDPR.


Technology and a change in mindset are central to the success of this approach. Rather than simply collecting information, companies should proactively obtain the data with customers' consent.


To do this, companies will need to start investing in new customer identity and access management (CIAM) and customer data platforms (CDP) to build customer trust. When customers see that they have control over their data and can change their consent and preferences (ECPM), they'll be more willing to impart with the information that will enable companies to create meaningful and personalised messages.


Of course, for customers to part with their personal information, companies need to offer something valuable to the customer. Get this right, and with the right technology in place, brands can increase loyalty and sales.



 

If you have any questions or want to discuss your customer experience, digital platforms or strategy, get in touch, we're here to help.