By Jake Pryszlak, Associate Partner
Do you ever think about the type of data that is being taken from your phone every minute?
90% of apps are automatically set up to transfer information back to Google which is staggering when you think of the number of apps that exist. The UK Coronavirus app for example, if they can track our locations, what other data will they be able to see?
When it comes to the Coronavirus tracing app, Germany have taken a different approach and will only trigger alerts if a user tests positive. That is different to the NHS app because the latter relies on individuals self-diagnosing via a questionnaire.
Germany actually ditched the UK model in April.
Using a centralised model and a survey mechanism means all the data is actually held on a remote computer. In contrast, Germany’s (and other countries) model carries out the process on the phone itself meaning there is no database of information and people won’t be re-identified.
The UK are using an app which will alert individuals when they have been in contact with someone from their reported symptoms.
Will we receive loads of false alarms or will it be effective in keeping people safe?
Whether the UK Coronavirus app is a success or not, I think it actually offers businesses an opportunity to learn about how they can innovate and provide their customers with a personalised experience they crave for.
When we visit a website or a general store, we are wanting a personalised experience from the start.
Opening an App or a newsletter, we are wanting personalised offers, incentives and products that are of interest to us and not the general public
To do that, we need to be willing to share our data with brands. But how much data is too much data?
In a world where we would love to have a personalised experience as well as some data security from all the brands we like, how can you get customers to trust companies to champion both?
- Be transparent and flexible to gain consumer trust
- Strengthen your message to build trust between you and your customers
- Focus on the positives when thinking about consumer trust and their data
- Always ask for feedback
I always say that you shouldn’t be afraid to ask for feedback. No one knows better what customers want from a brand than the customers themselves—and hey, seeking feedback offers you yet another way of collecting information in a way that is not only ethical, but also makes the customer feel good—and heard.