The Internet and wireless devices have certainly opened new lines of communication between brands and their customers, but marketers need to use these tools judiciously. Concerns over identify theft, in addition to the flood of surveys people receive, have made many gun-shy about providing too much personal information. The challenge is getting closer to your customers without violating their sense of privacy.

Putting the customer in charge is one way to make them feel they have control when opting into a program. “You need to let the customer tell you how much information they want to share, and let them tell you what the touch points will be in terms of communication,” says David Morrison, president of the Philadelphia-based young-adult marketing consultancy Twentysomething.

Critical, too, is making sure your customers understand exactly what you plan to do with any information they provide. “You need to make the data as transparent as possible so they have a sense of what they’re opting into and what the limits and boundaries are,” says Lee Shupp, vice president of business strategy for Cheskin, a market research firm in Redwood Shores, Calif.

Gifts, coupons, and other incentives can also greatly enhance customers’ willingness to provide insight into their lives and consumption habits. “We’re evolving to a world where people realize what their privacy is worth, and it’s becoming a transactional issue,” Shupp explains.

Lastly, remember that patience is a virtue, so wait until your bond with a customer good and solid before asking for personal information. “You want to be interacting with your customer for a while, so they can see that there’s value in the relationship,” Shupp explains. “Then you’ll be able get them to trade personal data for more information about your products.”

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