Having invested heavily in online services, the last thing brands and public bodies want is to see customers and service users abandon them. J Cromack, chief commercial officer at Consentric, advises organisations how to navigate the current crisis of confidence,
It’s concerning to see companies still treating people’s personal data as a tradeable commodity – something they can use however they like and sell on for a handsome profit. But all that is about to end.
Many consumers have until now turned a blind eye to routine data collection – largely accepting it as part of the deal for having convenient and often free online services. But Cambridge Analytica’s activities and Facebook’s responsibility and subsequent response have brought matters to a tipping point. Online service providers are going to have to work hard to win back trust.