To give context to the proposed Canadian privacy legislation changes it is critical to understand consumers ’ attitudes towards brands . According to the most recent Canadian Marketing Association ( CMA ) Digital Marketing Pulse survey , conducted in 2022 and in partnership with Ipsos , 72 % of Canadians are fairly to very concerned about their financial situation in the current economic climate .
So , it is not surprising that 90 % feel that brands should be sympathetic to consumers and 75 % believe brands should actively communicate with them .
But as businesses face more complex regulatory challenges domestically and globally , contact centers must continuously strengthen their ability to meet customer needs while also protecting personal information .
The Digital Marketing Pulse survey found that overall , marketers and agencies seem to be relatively confident with the way that data is collected and used . They still agree that investments in data insights are worth it , and they are more confident that their company gathers the right amount of data to understand their audience .
However , a bigger proportion than in 2021 ( 22 % versus 12 %) agree that privacy compliance challenges have caused them to reconsider or even scale back some of their digital activities .
With regulatory changes on the horizon , it is more important than ever for marketers and contact center repre-
CANADIAN PRIVACY REGULATIONS
UNDERSTANDING CANADIAN ATTITUDES
BY ALISON SIMPSON , CMA
... CONTACT CENTERS MUST CONTINUOUSLY STRENGTHEN THEIR ABILITY TO MEET CUSTOMER NEEDS WHILE ALSO PROTECTING PERSONAL INFORMATION .
sentatives to stay informed . There are training programs being offered by many organizations . Meaningful professional development will position industry professionals to make an impact .
Alison Simpson , president and CEO of the CMA , is an accomplished executive leader , and an award-winning marketer with extensive brand and agency experience . Alison had served as president of several agencies and as marketing lead for top tier brands , including Holt Renfrew , Rogers Communications , and TMX Group . http :// bit . ly / ccp-remote
REMOTE WORK
RESOURCES FOR CONTACT CENTERS
from CONTACT CENTER PIPELINE
SEPTEMBER 2024 45 https :// www . contactcenterpipeline . com / Remote-Work-Resources-for-Contact-Centers