CUSTOMERS' PRIVACY AND PERSONAL DATA CONCERNS:
How brands can leverage this challenge to enhance trust?
In the last 25 years, the majority of our communication became digital: content that is easily transmissible, storable, and indexable.
These data are leveraged to create valuable insights and services for users, but over the past few years the rise of privacy scandals, combined with the hegemony of few platforms, led us to rethink the whole system to regain control over our data.
THE RESPECT OF DATA PRIVACY IS EVERYONE’S BUSINESS
Unfortunately, the consequence for consumers is that their data is no longer safe, and most likely exploited to their detriment without the brands even knowing it.
What brands want and need is to build a direct relationship with customers to personalize this relationship as much as possible to provide the best service and information possible.
From individuals to companies, organisations, and states, data are leaked or stolen, used for manipulation, and can even create discrimination by design (think the use of search engine logs by insurance and healthcare companies or during a hiring process).
As such, everyone should be extremely concerned. Evidently, the responsibility of GAFA’s and other big platforms can be involved, but if we try to hold a broader vision, the purpose of their model and its consequence mainly serve the needs of brands who are eager to know their customers better, and to target them with the most relevant message.
FOR A DECENTRALIZED ARCHITECTURE RESPECTING DATA PRIVACY
We have the opportunity to go from a centralized to a decentralized architecture, where customers and brands can regain control over their data. In such architecture, brands do not have to store and manage personal data, nor do they have to rely on platforms like the GAFAs, but they can create a direct to consumer relationship while assuring their consumers that their data remains safely stored, on their own device and nowhere else.