Trust in digital engagement can only be fostered by gaining the confidence of users and customers that their information is protected (security), not used in ways they don't understand or know about (privacy) and their best interests are the paramount interests of the company.
By setting an aspirational goal of being trustworthy one defines a culture for one's company that drives the development of products and services that positively redefine digital engagement in favour of the individual. It's your data not ours, we are merely temporary custodians, privileged to be allowed to offer you services based upon the information you share with us.
Empowering the Customer
One can only foster trust when one first offers to trust. Transparency is the bedrock of trust. We are utterly
about what data we obtain about our customers and how we use it.
The user experience of our products and services must explicitly and implicitly communicate how information is shared, with no hidden activities by clever techies behind the scenes obtaining information users are not aware of. Only by doing this do we really empower users with control of their digital exchanges.
True customer empowerment is when they have complete control of their data, this even means the ability to delete it or even take it away to a competitor (right of remedy). Perversely, by empowering customers with these tools we believe we are more likely to sustain our customer relationships in the long term.
Krowdthink commits to support future personal data interoperability standards to ensure we maximize customer control of their data.
Implementation Best Practice
Security is not an add on, it has to be architected in when a product is conceived and it has to be questioned for every new feature. But we must always recognize it's an arms race and every online business will sometimes lose the race.
A commitment to data minimization for any data that pertains to an individual is crucial because the consequence of a security breach falls first upon the customer. So minimizing the impact on the customer can only be achieved by ensuring the least personal data possible is obtained, used and stored, in order to deliver the service.
Privacy by Default
Privacy is personal and contextual and thus impossible to define, what one person feels is private in one context another may feel is not private at all. But we can all agree that our privacy is breached when our data is used in ways we did not understand when it was shared. To ensure we never use customer data in ways they do not comprehend we follow the 7 principles of privacy-by-design
No Covert Profiling or Tracking
The most important internal development rule to follow is to never covertly profile or track a customer. For Krowdthink this drove our innovation of co-location technology, the ability to open up the mobile location oriented engagement opportunity without using GPS or any location information, because location is the single most insightful piece of data one can obtain about customers, so its best to never obtain it.
Open Business Model
The biggest challenge to address in building a trustworthy platform is the business model. The default model in social platforms is to obtain user data and sell it, via targeted ads or directly to large scale data aggregators. Neither trust nor privacy can be properly addressed without addressing the business model. Our technology enables targeting groups of Krowd app users without relating to any personal data. Instead advertisers or service providers target a live group of Krowd users at a point in time based upon their co-location with those users, and thus have relevant context for what to promote or what service to offer is known implicitly. In effect promotions target completely anonymous groups of people by targeting co-located groups of people. We will allow users the opportunity to opt out of even this non-personally targeted promotion by paying an annual subscription.