Consumer trust is a valuable commodity for any business, but more than that, it should be considered a business asset, and approaching data subject access rights (DSAR) with an automated process can help your organization build consumer trust. Increased consumer confidence in your business can lead to improvement in NPS scores, giving you a competitive edge. 

Watch the webinar: Privacy Rights: Enhance your DSAR Process with Automation, Discovery, and Redaction 

What is a Net Promoter Score Important?

NPS is calculated by surveying customers and asking them to assign a score of how likely they are to recommend a product or service. Many well-known brands use NPS to measure customer satisfaction and brand perception. Companies with higher NPS scores are often perceived as more trusted brands by consumers. 

The Power of DSARs in Building Consumer Trust

Trust can take a considerable time to build but can be lost in an instant, and apart from obvious techniques such as avoiding disreputable practices like non-compliance or corruption, there are other ways of building and maintaining consumer trust, including a smooth DSAR experience. An effective DSAR experience that seamlessly fits into your brand and provides a positive, transparent experience for users exercising their rights will boost consumer trust and therefore help improve your Net Promoter Score (NPS).  

Consumers are increasingly looking at whether they can trust an organization, and are willing to spend more for better privacy features and greater control over their data. This also works the other way around too, with 29% of consumers being also willing to leave companies based on their data practices. The challenge is showing them that you can deliver. 

Organizations need a system to fully demonstrate the compliance and trust systems in place, and one way of doing this is ensuring that customers can easily exercise their rights. The DSAR process is an important means of consumers’ control over their data, a consumer could make a request about any of the following: 

  • Confirmation that you process their personal data 
  • Access to their personal information 
  • To know the lawful basis for processing their personal data 
  • Your retention period for their data  
  • Information about how their data was obtained 
  • Insight into automated decision-making and profiling 
  • Details of third parties you share their information with 

Watch the webinar: Privacy Rights: Enhance your DSAR Process with Automation, Discovery, and Redaction 

By automating key areas of your DSAR process, your organization will be able to ensure timely and accurate responses, as well as expediate steps such as identity verification, and streamline reporting, so this important tool in building consumer trust doesn’t have to be overly time-consuming for your team. But how does this translate to building consumer trust? 

Helping users exercise their rights and helping them understand what is happening with their data is an important means of demonstrating your organization’s integrity. Just because a data subject has shared their data with you, it does not mean that they have relinquished their control. When considering whether or not to recommend a company, consumers will often be considering a range of criteria, including their confidence in the brand: do they believe the organization when they tell them how they respect their individual rights? Providing a smooth user experience when it comes to exercising those rights through a DSAR will make them more likely to give a higher NPS. 

Some of the best user experiences are those that empower the user and give them control in the right ways. While clear and concise language is a staple of GDPR compliant privacy notices, it is also best practice to use it in all areas of your user interface, including DSAR forms. Transparency is an important aspect of the DSAR process and you should explain what a user’s options are and why their decisions are important to their experience. This builds into an organization’s integrity and sets up clear pathways that a user can follow to understand their relationship with the organization. The better your relationship with the consumer is, the more likely they’ll be to recommend your service, meaning a better NPS. 

For more information on how you can use automated DSAR to improve consumer trust, watch our webinar, ‘Privacy Rights: Enhance your DSAR Process with Automation, Discovery, and Redaction’. To see how OneTrust’s DSAR automation module can help your organization, request a demo today. 

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