Best Buy's Internal Path to Trust
Who is responsible for privacy within your organization? Is it someone tucked away in the legal department or marketing, whose role seems to be more of a roadblock than a help? For most companies, privacy issues are an afterthought with compliance as the priority. But forward-thinking companies use privacy as a tool to build customer trust. Best Buy is one of those companies, and it gets all employees in on the act.
Today's issue of 1to1 Weekly looks behind the doors of Best Buy to explore the company's approach to trust. What is unique is that the company has processes, compensation, and incentives in place to make sure all employees understand and play a role in how privacy issues affect customer relationships.
Don Peppers and Martha Rogers, Ph.D. have always considered a "culture of trust" a key piece to building strong customer relationships. Best Buy is a good example of a company making employees accountable and active in that strategy.
How do you build customer trust within your company? Does the privacy officer in your company play a role?
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Privacy and trust go hand by hand, and it's part of any valid customer service. Because people readily spot any deficiencies in this area that ultimately backfires any available CRM interface like mobile technical service at Best Buy. Putting privacy on the line, they safeguarded the service from eventual information leakages. This is a major signal to frontlines that the management takes it serious. Trust is pretty much tested with the first service touch and time again. Securing the service from this kind of distortions is a big deal to any customer-oriented business strategy.