Customer loyalty isn’t just about points or perks anymore—it’s about trust. Modern consumers expect personalized experiences tailored to their needs but demand transparency in how their data is collected and used.
At BlueConic, we recognize that the challenge isn’t choosing between privacy and loyalty—it’s finding effective ways to use first-party data to drive both. With the acquisition of Jebbit, we now offer even more powerful, interactive ways to engage customers, gather valuable data, and create personalized experiences that foster lasting loyalty.
Why Privacy and Loyalty Go Hand-in-Hand
Trust and loyalty are deeply connected: trust fuels retention, and retention drives growth. In fact, research shows that 64% of consumers are more likely to trust brands with clear privacy policies—and 55% of consumers who fully trust a brand stay loyal to it.
But trust is fragile. Unclear policies, misused data, and invasive data collection practices can undermine years of brand loyalty in an instant. That’s why privacy isn’t just a compliance issue—it’s a strategy for growth. By getting privacy right, brands can foster the kind of trust that powers lasting loyalty.
How Brands Can Use First-Party Data to Build Trust & Loyalty
With Experiences by Jebbit and the BlueConic CDP now part of our Customer Data Operating System (CDOS), companies can harness the full power of first-party data to cultivate trust and build meaningful customer relationships that last. Here's how:
1. Embrace privacy-first principles
Transparency is the cornerstone of trust. Customers want to understand how their data is used without navigating complex settings or legal jargon. With BlueConic’s end-to-end consent management capabilities, you can create seamless and intuitive processes for collecting and managing customer consent.
For instance, you can use BlueConic Dialogues to create a user-friendly preference center where customers can choose what data they share and how it will be used—such as providing an email address for personalized email communications or allowing behavior tracking to enhance their website experience. Consent preferences are automatically stored in your individual-level profiles and update in real time as consent preferences change.
For example, a large insurance and asset management company in Europe uses BlueConic to capture client consent by objective. With consent managed in one place, the company can suppress personalization onsite if an individual hasn’t consented to it; or prevent profile data from being sent to their analytics platform if an individual has opted out. This approach ensures adherence to legal requirements while fostering trust with customers and setting the stage for lasting loyalty.
2. Provide value in exchange for data
When customers share their data, they want to know what’s in it for them. The key to securing data in a way that strengthens loyalty lies in the value exchange. Offering immediate value—such as personalized recommendations, discounts, or exclusive access—creates a compelling reason for customers to opt in while demonstrating that their information is being used responsibly and with their best interests in mind.
Experiences by Jebbit makes it easy to deliver this value and show your customers you have their best interests at heart by creating personalized product recommendation quizzes, fun polls and surveys, or even launching a playful challenge on social media.
Take Urban Decay, for example. This subsidiary of L'Oreal wanted to improve both the customer experience and lifetime value of their customers. Using Jebbit, they designed a Product Match Quiz that created an immersive, conversational commerce experience. These types of experiences collect first-party data that consumers willingly share, creating direct connections with customers and turning them into long-term, engaged advocates.
3. Only collect data that matters
The temptation to gather as much information as possible is real, but asking for too much too soon can alienate customers and undermine their trust. Instead, focus on what’s truly necessary to create value for your customers and achieve your goals.
Progressive profiling is a technique that enables you to gradually gather information about your customers over time. Rather than overwhelming customers with lengthy forms or surveys upfront, progressive profiling involves collecting small amounts of data during each interaction or touchpoint. With each subsequent interaction, you can gather more information, gradually building a more comprehensive customer profile.
Take Simple Business, for example. Using BlueConic, the company implemented omnichannel campaigns coupled with mid-journey progressive profiling. This approach enabled them to engage customers across various channels, gather more detailed insights about their leads as they interacted with their brand, and refine their strategies in real time.
For customers, these interactions can feel more like genuine conversations. It's akin to establishing a relationship in real life, where you remember a piece of information about someone and use that knowledge to ask follow-up questions or delve into new topics to learn even more about them. This personalized approach not only enriches the customer data but also fosters a sense of trust and connection over time.
4. Deliver personalization without overstepping
Customers expect personalized experiences, but they want those experiences to be based only on data they’ve explicitly shared. The key is knowing where the line is between delivering value and overstepping privacy boundaries.
By combining the high-quality, consumer-declared data collected from Jebbit’s quizzes and surveys—such as preferences, needs, and interests—with the enterprise-grade insights house in the BlueConic CDP—like demographic details, behavioral insights, and purchase history—you can create hyper-relevant experiences without overstepping. For instance, a customer might share their style preferences through a Jebbit quiz, while their browsing behavior tracked in BlueConic can refine recommendations to highlight the most relevant products. This approach ensures you're using only the most relevant data to enhance the customer journey, while simultaneously strengthening their trust and loyalty.
Trust Is Your Path to Loyalty
Building loyalty isn’t just about rewards or flashy programs—it’s about creating relationships grounded in trust, transparency, and mutual value. Start building trust today by rethinking your approach to data collection and personalization, and watch how it propels your brand toward long-term loyalty and growth.