Surveys show that most online customers donât know what to think about privacy policies. âThat has created a very huge gap in trust between us--the marketer--and the customer,â Smith said. âThe policy must be easy to find, read and understand.â
The policy should be reviewed quarterly, at a minimum, by a team that includes a broad range of employees, not just attorneys, Smith said.
Among Smith's other recommendations:
--Safeguard consumer privacy by focusing on data quality. Validate e-mail addresses by asking customers to enter the address twice.
--Ensure that customersâ personally identifiable information is secure when working with third-party vendors, particularly offshore data processing vendors.
--Privacy policies should be worded without legalese or jargon and presented in a visually appealing format. Text should be separated into sections.
--Post contact information for customers who have questions about the policy.