The trust advantage: Organizations boost Customer engagement by leveraging consumers' trust and their confidence in sharing their data

1. ANTOINE MEGGLÉ, 2016

2. User experience is the new competitive factor. Companies
thrive by providing the right experiences to their customers.
In order to achieve that purpose, companies must to collect
personal data which consumers consider as precious.
By empowering their customers as identity managers (i.e.
helping them manage their personal data) companies boost
consumers’ confidence to share more date and reduce the
cost of data acquisition in CRM and Analytics stacks.

4. *Source : Control Shift
User experience is the new differentiation factor for competition: How to provide the right experience at the
right moment is key. Ownership models are replaced with “product as a service” business models or product-
sharing services. Customers are all the more capricious on the value delivered by data-driven companies than
these new business models reduce the cost of switching value providers.

5. *Source : WSJ
As consumers become more aware of the value that data […], they will become more […] demanding
participants in decisions about what data is collected, how it is used, and who benefits.” (Michael Porter, HBR).
In most countries, individuals want to shape easy ways to shape the use of their personal data. Generating
trust can increase access to consumer data by at least five time. (BCG, Privacy by the numbers)

6. *Source : WSJ
Consumer are in the dark: They are aware that their data are collected but they don’t know for which purpose.
2 individuals out of 3 don’t trust their providers regarding data usage (HBR).
Consumers face complexity: Individuals share personal data with an average of 60 digitalized suppliers in order
to manager their lifes: Home, finance and money, health, family, citizenship, etc. (ControlShift, UK)

7. *Source : BCG
When consumers are badly surprised upon learning that data about
them has been collected or that it has been used in unautorized
ways.
The cost of crossing the line for businesses: “5% to 8% loss of total
company revenues in the first year dropping to a 3% to 5% loss in
year two.” (BCG)
The Regulation mandates new penalties: Breached organizations
can expect fines of up to 4% of annual global turnover (not profit) or
€20 million.
Start your privacy risk assessement: user consent, data portability,
breach report capabilities. Appoint a Digital Privacy Officer: Your
company needs to comply for May 2018.

9. *Source : BCG/WSJ
Value creation
with personal data
Customer
empowerment
as data manager
1 2 3
Customer engagement is a 3-step ride. For
each of this steps, identity management
plays out a specific role in boosting trust
between consumers and providers. Let’s
explore the steps.

10. *Source : BCG/WSJ
Value creation
with personal data
Customer
empowerment
as data manager
1 2 3
Create basic digital product
experience.
Provide seamless buying
experience across channels.
Leverage data internally to
extract insight.
Deliver new products and
services and propose
personalized experiences.
Share the data with the
business ecosystem.
Help customers build their own
experiences, manage their lifes
in a global portfolio of services.

11. *Source : BCG/WSJ
Value creation
with personal data
Customer
empowerment
as data manager
1 2 3
Create basic digital product
experience.
Provide seamless buying
experience across channels.
Leverage data internally to
extract insight.
Deliver new products and
services and propose
personalized experiences.
Share the data with the
ecosystem.
Help customers build their own
experiences, manage their lifes
in a global portfolio of services.
Manage customer acquisition
lifecycle and provide seamless
buying experiences.
Empower consumers to
perform transactions
autonomously more efficiently.
CRM, cognitive services, bots.
Share and enrich the customer
directory across the
organization.
Use new and combined data
sources, leveraged by big data
analytics capacities.
CRM, cognitive services, bots.
Data insight, machine learning,
social listening.
Share and enrich the customer
directory across the ecosystem
of partners.
Use new and combined data
sources, leveraged by big data
analytics capacities
CRM, cognitive services, bots.
Data insight, machine learning,
social listening.
Classic
customer
engagement
activities
Technology
satcks

12. *Source : BCG/WSJ
Value creation
with personal data
Customer
empowerment
as data manager
1 2 3
Create basic digital product
experience.
Provide seamless buying
experience across channels.
Manage lifecycle of identity
(anonymous, pseudonymous,
known) and securely
authenticate users.
Automate processes as users do
not have to identify themselves
and preferences are known.
Identity provider, identity
vetting, identity proofing.
Manage consumer awareness
on the usage of data (concern,
awareness, control).
Provide easy ways to shape the
use of their data.
Protect identities as key assets.
Identity provider, identity
vetting, identity proofing.
Identity protection. Consent
management.
Empower customer as data
managers: Help customers
gather, collect, protect and
store their data.
Provide customers easy means
to share data with the
ecosystem.
Identity provider, identity
vetting, identity proofing.
Identity protection. Consent
management.
Identity
management
activities
Technology
satcks
Leverage data internally to
extract insight.
Deliver new products and
services and propose
personalized experiences.
Share the data with the
ecosystem.
Help customers build their own
experiences, manage their lifes
in a global portfolio of services.

14. What is your data strategy?
What kind of data to collect?
For which purpose do you aim
at collecting data?
What is your data acquisition
strategy?
How much your customers
value their data?
What is the impact of EU GDPR
on your business needs? Any
other regulatory compliance?
1
Design your customer
data stewardship
strategy, in alignement
with your business
strategy and your
privacy requirements.

15. 2
Experiment the impact
of your customer data
stewardship strategy.
How far customers
reward you with their
data?
What ought to be the prevalent
methods of data collection to
create value?
What is the involvement of the
user during the data collection
process?
How can you help customers
gather, store, protect and share
their identities?
How can you embed “privacy
by design” mechanisms in the
product/service experience you
offer to your customers ?
Iterate1
Design your customer
data stewardship
strategy, in alignement
with your business
strategy and your
customer concerns.
What is your data strategy?
What kind of data to collect?
For which purpose do you aim
at collecting data?
What is your data acquisition
strategy?
How much your customers
value their data?
What is the impact of EU GDPR
on your business needs? Any
other regulatory compliance?

16. 1
Design your data
stewardship strategy, in
alignment with your
business strategy and
your customer
concerns.
2
Experiment the impact
of your customer data
stewardship strategy.
How far customers
reward you with their
data?
2
Act as a trusted partner
for your customers,
helping them manage
their data and their
lifes.
Empower your customers as
their own data managers: Help
them gather, store, protect and
share their identities.
Act as a life management
platform with your ecosystem:
Help your customers manage
their lifes, build the experiences
they desire and share the data
for the purposes they decide
with your ecosystem.
What ought to be the prevalent
methods of data collection to
create value?
What is the involvement of the
user during the data collection
process?
How can you help customers
gather, store, protect and share
their identities?
How can you embed “privacy
by design” mechanisms in the
product/service experience you
offer to your customers ?
What is your data strategy?
What kind of data to collect?
For which purpose do you aim
at collecting data?
What is your data acquisition
strategy?
How much your customers
value their data?
What is the impact of EU GDPR
on your business needs? Any
other regulatory compliance?