Services with manners, a great label devised by Fjord. It is one of their trend predictions for 2016. In their opinion digital trust is now more important than ever. In a data economy, data protection and security is a social responsibility. Those that fail to earn trust in how they collect, store and control data will not only lose business and face possible legal ramifications; they will fail to reach their full potential. You can read the whole trend report here: http://trends.fjordnet.com/?services-with-manners.
Fjord’s prediction aligns with what I regularly advise my clients. The protection of personal data is no longer just about compliance. It is about doing the right thing with personal data and making sure that your (prospective) customer acknowledges that you are actually doing so. This means that you should not just be acting in accordance with the law but also make sure that you are not using personal data in a manner which scares, surprises or angers your customer. Furthermore you should present customers with a transparent and fair exchange of value in respect to the personal data that you are receiving from them.
In the era of design thinking therefore the application of empathy in the design of your service will increasingly require you to be aware of the potential privacy sensitivities your prospective customers have and address these sensitivities in the service design and customer journey. Any failure to do this properly will potentially be harmful to your business.
You should also ask yourself what kind of privacy image you want to present to your (prospective) customers and how you will make sure that this image is actually communicated and perceived as such. This will require that you draw up a privacy strategy. This privacy strategy translates to a number of privacy principles which will acts as the framework for the day to day choices you make when protecting the personal data of your customers. Having this framework will ensure that the people in your organisation act in accordance with your intended privacy image.
Privacy has now managed to wiggle itself into the boardroom. It is no longer something that is only the concern of some lonely compliance officer on a remote staff floor. So better be on top of it or lag behind those who do.