December 16, 2025

How to Personalize a Customer Experience Featuring Phyllis Fang

27 minutes

Collecting and Using Data Ethically to Create Customer Delight

Shep interviews Phyllis Fang, Head of Marketing at Transcend. She talks about the importance of personalization and how companies can ethically collect, unify, and use customer data to create seamless, trust-building interactions.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

How can companies ethically collect and use customer data without crossing privacy boundaries?

Why is transparency important when asking customers for permission to use their data?

How can brands strike the right balance between personalization and avoiding being perceived as intrusive or "creepy"?

What are the best practices for building trust with customers through data collection and usage?

How does unified customer identity across digital and real-world touchpoints improve the overall customer journey?

Top Takeaways:  

Customers are willing to share information, but only if they get something valuable in return. When a company uses customer preferences to recommend something relevant at the right time, customers are more willing to engage. On the other hand, when the connection feels forced or overwhelming, it can make customers stop buying and look for other companies that will respect their trust.

Customers feel better when companies are upfront about what data they’re collecting and how it will be used. When a brand is transparent with why they need information and asks for permission, customers feel respected and safe. Giving customers options about how their data is used makes them more likely to share details.

Businesses should focus on getting only getting the information they need to start doing business with a customer. Then, gradually over time, the business can learn more.

Ethical use of data builds trust. Just because a business can use a customer's data does not mean it always should. It’s important for companies to explain how they use customer information, and to give customers choices. When customers know what’s happening and have control, they are more likely to trust a brand with their information and their business.

Some customers want weekly emails or product updates, while others just want order confirmations or receipts. Give your customers a way to choose the kind of information they receive and how often they want it, and make setting this up easy.

Better business practices lead to loyal customers. When companies focus on giving people what they want, respecting their choices, and treating data carefully, customers become fans who keep coming back.

Personalization isn’t just about online shopping. It can happen in real life too. Imagine walking into a store and the salesperson remembers what you like, what you bought before, and even your favorite colors. This shows how connecting customer history, identity, and preferences creates a great experience both digitally and face-to-face.

Plus, Shep and Phyllis discuss the importance of making sure customers understand what they are saying yes to, such as cookie banners and opt-in forms. Tune in!

Quote: 

“When customers share information, they often want control over how and where it’s used. A company needs to respect those preferences and enforce them consistently.”

About:  

Phyllis Fang is the Head of Marketing at Transcend, where she helps brands grow through customer trust, personalization, and digital transformation. Before working at Transcend, she drove key product marketing initiatives at Uber and has a strong background in e-commerce and digital marketing.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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By Shep Hyken & C-Suite Radio

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