In 2017, the issue of how the ethical use of customer data can be used to build consumer trust leading to competitive advantage will be a hot topic.
As organisations collect more and more personal information, consumers are becoming increasingly savvy about which organisations they share their data with and how it’s used. From a business perspective, personal data is critical to uncovering insights to better understand our customers and delivering an exceptional customer experience, yet very few organisations are focused on engendering consumer trust in this regard.
On 7 February, 2017 DGA held a free, members-only Data Town Hall event, designed to give our members early access to insights and latest thinking from experts, practitioners and leaders in the field. The event, in association with ADMA, also launched our Building consumer trust whitepaper.
At the Town Hall, we discussed:
- How to build a trusted brand through ethical use of data – and win in the long run
- What attributes and behaviours make a consumer trust a brand with their data
- How are decisions made on with is acceptable use of data and what crosses the line to creepy
- How do businesses use consumer trust in relation to data as a business differentiator
We were joined by six panelists on the day, giving members the opportunity to take part in an interesting discussion and have their pressing and vexing data questions answered. Our panelists included:
- David Lamond, Director Strategic Analytics, Insights & Research, Scentre Group
- Michelle Pinheiro, Director Intellectual Property and Data Governance, IAG
- Paul McCarney, CEO, Data Republic
- Annelies Tjetjep, Customer Success Manager, SAS
- Nuvan Aranwela, Head of Client Services, Qantas Red Planet
- David McQueen, State Manager NSW ACT, Consumer Connect Now, Westpac
For more information about the topic, download the Building consumer trust whitepaper.