Brand Reputation in the Era of Data – Principle 7: Apply Technology Thoughtfully

December 4th, 2015 | Posted by Sarah Jones in Guest Blogs

This week on NVTC’s blog, NVTC member company Kathy Stershic of Dialog Communications continues her Brand Reputation in the Era of Data series by sharing principle seven: applying technology thoughtfully while preserving customer data. 

Recently, Chapman University published the results of its survey America’s Top Fears 2015. Respondents were asked their fear level about different factors ranging from crime to disasters to their personal futures. FIVE OF THE TOP TEN THINGS PEOPLE FEAR ARE RELATED TO MIS-USE OF THEIR DATA! That includes cyber-terrorism, corporate tracking of personal information, government tracking of personal information, identity theft and credit card fraud. That’s out of 88 possible things to be afraid of!

There is a tidal wave of automation being applied to data collection and usage practices. I suggest that just because you can do something doesn’t always mean you should. We are approaching a tipping point around the creep factor of having everything that one does be tracked. People are tired of constant advertisements, witnessed by the increased adoption of ad blocking technology, and especially Apple’s recent iOS 9’s robust blocking capability for Safari – which has been heralded as the potential death of online advertising. As ads are blocked, marketers need to find other ways to get their message through, such as direct contact with mobile devices. That will require permission from each user. And that means you have to be delivering a lot of value while also showing some restraint in the level and frequency of contact.

Another interesting wrinkle is the October 6 ruling by the EU Court of Justice that struck down what is called Safe Harbor, a policy that allowed self-certification by U.S. companies to say their data protection standards were sufficient for EU citizens, who are protected by strict privacy law. Israel followed suit on Oct. 20. What happens next is yet to be determined, but everyone is scrambling to figure out how to protect their international business by the end of January grace period.

When practices get abused, people fight back or tune out. It’s human nature. In e-chatting during a webinar this week with its moderator Chris Surdak, a big data expert, (who I thought discussed unbridled capitalism more extremely than anyone I have ever heard), he noted regarding privacy that “The backlash will be epic, if we ever get there.” Hmmm. A thoughtful approach to what you collect, how you collect and use it, how long you keep what you collect, with whom you share it and what they do with it will better serve and protect your business and your brand through changes in customer sentiment and the regulatory environment.

Brand Reputation in the Era of Data: 8 Principles for Responsible Data Stewardship That Won’t Kill Your Customer Relationships
Brand Reputation in the Era of Data – Principle 1: Empower Customer Control
Brand Reputation in the Era of Data – Principle 2: Be Clear and Accountable
Brand Reputation in the Era of Data – Principle 3: Do Everything You Can to Protect Customer Data
Brand Reputation in the Era of Data – Principle 4: Mind Your Partners!
Brand Reputation in the Era of Data – Principle 5: Practice Customer Empathy
Brand Reputation in the Era of Data – Principle 6: Comply with All Applicable Laws and Regulations. Then Exceed Them.

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