Every day, firms touch intimate parts of our lives, yet fail to engage as partners while harvesting our private bits and bytes.
Cell phones track our location. Utilities put smart meters on our homes, but do not show me the value. Online browsing, TV viewing and our paths through stores are tracked.
What’s in it for me?
- Privacy breach? Maybe.
- Breach of trust? Likely.
What tangible value do you provide to me for tracking my behavior? No, all the free content does not make up for that growing creepy feeling.
People need to see the value in change. Invite participation to increase feelings of trust. Trust improves the chance change will be accepted.
It’s a marketing and culture change problem.
New uses of their data make some consumers uneasy. Why? We are willing to trade data for value.
Do customers trust you with their data? Should they?
Tracking provides more data but introduces Privacy risks. Security protects the data but the real issue is trust.
Trust provides better quality data. Quality data provides greater insight.
