Privacy experts have been shocked to discover how easily we consumers part with our data in exchange for a few benefits. My personal example is the app Waze. In exchange for constantly sharing all the information about where, when and why I drive, it tells me how to get around more easily in heavy urban traffic. It is SO worth it! (As long as no one ever wants to stalk me or frame me.)
The real challenge is making sure our customers see how much they can benefit from the information we collect. The guys at OKCupid have had a few stumbles, but overall, they want people to understand their own biases.... and I think everyone benefits.
Harvard Business Review: 6 Ways to Tell Stories with Data Throughout the Customer Lifecycle, 2015-Oct-2 by Alexandra Samuel
...by telling your customers how to get more from your products and services, data-driven content can help you keep your customers. That’s a big part of the value of OkCupid’s long-running data blog, which has explored a wide range of topics by tapping into users’ dating profiles. While the company has attracted a lot of media attention—and generated a book!—with topics like racial bias in dating and the role of appearance in dating preferences, its posts have also offered concrete insights that can help users themselves optimize their dating experience. From the optimum number of characters for an on-site message (see the chart they published below, “Men Contacting Women”), to the best questions to ask on a first date, OkCupid’s data-driven insights help its users find love. The data your company uses to optimize its business performance may well offer insights to your customers, too; if you can find a way of sharing those insights, you make your customers’ experience better—and your product or services stickier.