Companies document consumer scores. Here’s how to check a few of yours.

Data companies analyze and sell your data to customers, resulting in a consumer score. Here’s how you can request to look at some of that information.


November 5, 2019

Information about consumer scores has been quietly trickling into the public sphere for some time. The New York Times began peeling back the onion in 2012, and a secret scoring system called CLV (customer lifetime value) came to light back in 2018.

If you own a bank account, cellphone, or have accumulated even the slightest history of online purchase confirmations you have at least one CLV score. And that score can reportedly determine the level of customer support a person receives.

Basically, these scores track your financial value. The less you prove to be a cash cow to a brand, the longer you may be on hold with customer service. It could even affect your ability to acquire a loaner car while yours is in the shop. And if you’ve never been randomly graced with a seat upgrade while traveling, well, that could be why. 

Until recently, access to your score was almost nonexistent…

But privacy laws are changing that. In response to the California Consumer Privacy Act, companies like Sift, Zeta Global, Kustomer, and a few others have started burying consumer score requests deep in their privacy policies to allow consumers to have more insight into their consumer experiences.

The NYT’s Kashmir Hill looked into her own personal score with Sift and  “found it shocking” to receive a lengthy document — over 400 pages long — detailing nearly every Airbnb message, Yelp order, or Coinbase interaction she had ever made. 

Want to know your value? All it takes is a few emails… kinda

Sift, which prides itself on helping businesses to grow with “Digital Trust & Safety,” according to its site, requests that you email [email protected], while Zeta Global offers an online form.

Others claim to provide access to the data they have on you, but Hill pointed out that Kustomer gave her the “runaround” for weeks. Ultimately to no avail.

Maybe an overwhelming amount of emails to [email protected] could help change that.

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