Customer Data: Designing for Transparency and Trust
by Timothy Morey, Theodore “Theo” Forbath, and Allison Schoop
WITH THE EXPLOSION OF DIGITAL TECHNOLOGIES, companies are sweeping up vast quantities of data about consumers’ activities, both online and off. Feeding this trend are new smart, connected products—from fitness trackers to home systems—that gather and transmit detailed information.
Though some companies are open about their data practices, most prefer to keep consumers in the dark, choose control over sharing, and ask for forgiveness rather than permission. It’s also not unusual for companies to quietly collect personal data they have no immediate use for, reasoning that it might be valuable someday.
As current and former executives ...
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