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Data Privacy and Ethics
In a personal one-on-one relationship, two parties mutually work out the details of an exchange and agreement. In the case of online (digital product/service) agreements, the individual has only one immediate binary choice: accept the terms as stated or forego the service. There’s generally no negotiation or setting conditional exchanges.
Customer Relationship Management
As database marketing gave way to Customer Relationship Management (CRM) and one-to-one marketing, the focus shifted from segmentation to personalizing relationships:
The more it knew about a consumer, the better it could meet their needs.
There are many reasons as consumers are perfectly willing to provide personal data (including specifying preferences) in doing business. It can enhance our exchange. If we are doing business with a company, there is a relationship that have inherently agreed. But we also expect that companies will respect and not abuse the information share with them.
In customer relationship management, this alienation is often due to three key factors:
1. Nonsustained or nondifferentiating memory (not remembering what ’s important to an individual)
2. Lagging empathy (missing consideration for needs)
3. Inability to ―listen and process what ’s been heard (insufficient mechanisms for individuals to engage in conversations and see corresponding change/results)
These concerns go way beyond the growing industry focus on privacy. We raise them here just as a matter of setting a larger scope for the realm in which privacy policies fit and to reiterate that they are in support of something larger and more meaningful: a relationship.
Privacy is the fallback for the ―low bar to entry in relationships—it’s more about the ―have to do rather than the ―need to do.