MD Logistics President Mark Sell, discusses the privacy challenges logistics companies customers face
Modernizing content: Update all outdated digital content in your archive and replace it with new collateral that is explicit and on-brand. Ensure that old materials and case studies remain relevant and correlate with company values and always-changing privacy policies. Content may be king, but customer privacy is your trump.
Exploring anonymous examples: Logistics companies may opt not to identify customers in case studies or white papers. Instead, a well-crafted piece should focus on challenges overcome or successes garnered by working cohesively with customers. By not disclosing customers’ names, companies can divulge details of the story while protecting the customer’s privacy and safety.
Utilizing new technology: Though users and companies must tread thoughtfully, the presence of social media has spurned innovation throughout our industry. For example, advanced monitoring systems allow subscribed companies to stay on top of current security breaches and plan for adjustments.
Partnering with public relations experts: Outward facing employees should be trained on the impact of publicity, the complexities of digital media and steps to address external privacy concerns. However, including the marketing or communication departments in any information request adds an extra layer of assurance, as these employees are comfortable helping the company walk the line between publicity and privacy.
Rewriting outdated policies: As technology changes, so should policy. Regularly revise all procedures to make sure they are current, align with company values and leave no room for employee interpretation. By updating these processes regularly, companies can better adapt to social media nuances while addressing up-and-coming trends such as tablets, wearable technology and other trends.
Digital media is a double-edged sword that should be approached with care. By coupling constant vigilance with continued deference to customers’ privacy needs, companies can begin to distinguish their work while maintaining customer privacy needs.