Ethical use of data, tech in customers race key to growth
Thursday April 29 2021
A lot of work has been done on the email front to mitigate, reduce and combat spam but it is not enough, given the potential upside of the infraction.
By MBUGUA NJIHIA
Summary
Where businesses get it wrong, is the attempt to short circuit the consumer journey. In a digital mobile-first world, harvesting, purchasing, or generating databases of emails and phone numbers is the start.
In the quest to mop up every shilling from customer wallets, many businesses tend to ignore two key tenets in their interaction with customers and potential leads — ‘compliance’ and ‘best practice’.