This document summarizes a presentation on privacy in the age of customer data. It discusses how businesses can build trust with customers regarding data privacy and sharing. The presentation outlines that businesses should take responsibility to create awareness about how customer data is used, make critical privacy information accessible, address customers' "what's in it for me" attitudes, and do their homework to understand customers' privacy preferences and concerns. Following privacy by design principles and putting privacy at the core of innovation can help lead with privacy and build trust.

1. PRIVACY IN THE AGE OF THE CUSTOMER
PROF. DR. ÖYKÜ IŞIK
04/10/2017

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INTRODUCTION
Research for Business Academic Research Teaching
• Information privacy
• Consumer behaviour on
data sharing
• Digital disruption
• Information privacy
• Business Intelligence
• Big Data & Analytics
• Digital Disruption
• Business Process Management
• Programming for Business

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Source: Forrester Research, Wall Street Journal
Successful
“Next-Best-Offers”

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GDPR AS A SPRINGBOARD TOWARDS TRUST
Make-up went “cruelty-free.”

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WHAT CAN YOU DO?
1. Take the responsibility of creating awareness
2. Make critical information accessible
3. “WIIFM” syndrome
4. Do your homework

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1. TAKE THE RESPONSIBILITY OF CREATING
AWARENESS
Customer Data: Designing for Transparency and Trust
Morey et al., 2015, Harvard Business Review

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2. MAKE CRITICAL INFORMATION ACCESSIBLE
Teach your customers
Create a visual
language to simplify
Increase visibility

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Frequency
Honesty
SG 1 SG 2
SG 3SG 4
GenX
White & blue collar
Lower education
…
GenX
white collar
bachelor’s and master’s
…
GenX & Y
white collar
Income mix
…
GenX
white collar
Educational mix
…
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …

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3. “WIIFM” SYNDROME
Source: SalesForce Survey 2016
“State of the Connected Customer”

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4. DO YOUR HOMEWORK
Contact
Demogra
phic
Financial Browsing Device Lifestyle Mobile
Seg 1 4,71 4,76 3,52 2,36 2,46 2,66 2,49
Seg 2 5,32 5,40 4,15 3,58 3,63 4,05 3,85
Seg 3 4,73 4,87 4,18 3,50 3,61 3,71 3,72
Seg 4 4,18 4,15 3,07 2,54 2,50 2,50 2,65
0
1
2
3
4
5
6
WillingnessToShare(1-7)
Do you track the information sharing behaviour of your customers?

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Frequency
Honesty
SG 1 SG 2
SG 3SG 4
Give me control!
Explain it to me! Reward me!
Assure me!
Give me control!Give me control!
Explain it to me!
Give me control!
I can get spam
I do not have control over it It is too personal
I can get spam
It can be shared with third parties
It is too personal
I can get spam I can get spam
It can be shared with third parties

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CONCLUDING THOUGHTS
New legal requirements under GDPR:
Accountability
Privacy impact assessment
Privacy by design
Right to be forgotten
Consent & notice
Breach notification obligations
International data transfers
Contracting with data processors
…
Do your homework
Know your
customer!
Take the
responsibility of
creating awareness
Put privacy at the
core of your
innovation agenda.
“WIIFM” syndrome
Anticipate potential
concerns and
proactively address
them.
Make critical
information
accessible
Lead with Privacy
by Design.
Privacy is an artefact – quaint and Naïve.
We are all eternally on stage
Nussbaum 2007

15. THANK YOU!
QUESTIONS? COMMENTS? COLLABORATION?
@oykuisi
k
Öykü Işık
oyku.isik@vlerick.com