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PRIVACY IN THE AGE OF THE CUSTOMER
PROF. DR. ÖYKÜ IŞIK
04/10/2017
© Vlerick Business School
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
© Vlerick Business School
© Vlerick Business School
© Vlerick Business School
Source: Forrester Research, Wall Street Journal
Successful
“Next-Best-Offers”
© Vlerick Business School
GDPR AS A SPRINGBOARD TOWARDS TRUST
Make-up went “cruelty-free.”
© Vlerick Business School
WHAT CAN YOU DO?
1. Take the responsibility of creating awareness
2. Make critical information accessible
3. “WIIFM” syndrome
4. Do your homework
© Vlerick Business School
1. TAKE THE RESPONSIBILITY OF CREATING
AWARENESS
Customer Data: Designing for Transparency and Trust
Morey et al., 2015, Harvard Business Review
© Vlerick Business School
2. MAKE CRITICAL INFORMATION ACCESSIBLE
Teach your customers
Create a visual
language to simplify
Increase visibility
© Vlerick Business School 10
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
…
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …
• …
© Vlerick Business School
3. “WIIFM” SYNDROME
Source: SalesForce Survey 2016
“State of the Connected Customer”
© Vlerick Business School
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?
© Vlerick Business School 13
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
© Vlerick Business School
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
THANK YOU!
QUESTIONS? COMMENTS? COLLABORATION?
@oykuisi
k
Öykü Işık
oyku.isik@vlerick.com

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Vlerick Prof. Öykü Isik

  • 1. PRIVACY IN THE AGE OF THE CUSTOMER PROF. DR. ÖYKÜ IŞIK 04/10/2017
  • 2. © Vlerick Business School 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
  • 5. © Vlerick Business School Source: Forrester Research, Wall Street Journal Successful “Next-Best-Offers”
  • 6. © Vlerick Business School GDPR AS A SPRINGBOARD TOWARDS TRUST Make-up went “cruelty-free.”
  • 7. © Vlerick Business School WHAT CAN YOU DO? 1. Take the responsibility of creating awareness 2. Make critical information accessible 3. “WIIFM” syndrome 4. Do your homework
  • 8. © Vlerick Business School 1. TAKE THE RESPONSIBILITY OF CREATING AWARENESS Customer Data: Designing for Transparency and Trust Morey et al., 2015, Harvard Business Review
  • 9. © Vlerick Business School 2. MAKE CRITICAL INFORMATION ACCESSIBLE Teach your customers Create a visual language to simplify Increase visibility
  • 10. © Vlerick Business School 10 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 … • … • … • … • … • … • … • … • … • … • … • … • …
  • 11. © Vlerick Business School 3. “WIIFM” SYNDROME Source: SalesForce Survey 2016 “State of the Connected Customer”
  • 12. © Vlerick Business School 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?
  • 13. © Vlerick Business School 13 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
  • 14. © Vlerick Business School 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