As part of Don Bosco Tech Society’s (DB Tech) Customer Relationship Management course (CRM), the guest lecture was organized by DB Tech for the CRM Trainees at Jandiala Manjki, Jalandhar, Punjab Center on June 23, 2022. Ms. Shivani Kohli, a supervisor at reputed call center, was the resource person for the lecture. Before the starting of the lecture, Ms. Kohli was introduced to the trainees. She initiated with an overview of the future of cookies and explained how companies can remain successful in digital marketing. To get everyone on the same page, the guest speakers first described the key principles of cookies by differentiating between first-party and third-party cookies.
First-party cookies are generated by the website operator and help store information such as users’ email addresses to enhance the user experience. Third-party cookies on the other side, track the users’ individual online behavior and are much more difficult to control resulting in potential “harm” for the user. After an outline explaining the legal changes regarding the use of cookies over time, Ms. Kohli provided four key recommendations on how to avoid relying on third-party cookies to retrieve customer data. First, Customer Data Platforms can be used by companies to gain customer analytics while still ensuring data protection for the consumers.
Second, using a single sign login system the users can bypass the use of cookies, as with this kind of system the users only have to login once. This ensures stable and long-term identification capabilities. Also, contextual targeting with the help of natural language processing or audio processing would enable companies to understand their customers before transactions are carried out. Lastly, Ms. Kohli concluded that the key in the digital world is trust. Only if consumers experience the company’s communication as trustworthy, credible and transparent the consumers will be willing to share personal information. She finished their guest lecture with a short round of questions & answers.