Limited functionality available
As customers’ awareness of how their data can be used and potentially exploited increased, public sentiments has begun to shift. At best, customers are sceptical of apps wishing to use their private data, at worst, they are turning them off.
While limiting an app’s data access can reduce customer’s exposure, it can also reduce the value and efficacy of well-intentioned app delivering personalised experiences.
Brands should now make a concerted effort to build more trust through transparency and shift from treating privacy as not only an organisational risk, but also an opportunity to build trust with customers.
Embedding trust into the design process
Building trust can begin with a design that considers customer’s mental and emotional states and the context in which they are engaging. When considering a new experience, it is important to examine a few key areas and questions:
Developing trustworthy mobile apps.
A mobile device can transfer a significant amount of data and developers need to take this into account when designing the app’s architecture. This is especially the case for those apps that required personal data from customers. There are a number of considerations for the engineering team when creating a mobile app:
An opportunity to build trust
While the shift in consumer sentiment poses a challenge in creating personalised experiences, it also provides an opportunity to build trust through clearly conveying the details of the intent and the benefit of sharing data and allowing control over their own data.
The companies who embrace this can have a greater opportunity to succeed.
For the latest insights on data, trust, privacy, apps and more, download our Privacy Index 2019 report: Trust – is there an App for that?
Clinton is a Director at Deloitte Digital with extensive experience in the financial services and wealth sector. He has performed advisory and lead roles across program management, digital architecture, experience design and complex program delivery, utilising new and innovative technology solutions. Clinton has held leadership roles across Deloitte Digital's engineering, agile and operational functions, with a demonstrable track record of account management and enterprise solution design. More recently, Clinton has focused on the innovative impact of mobile on business and consumer across the customer experience lifecycle. Areas of interest and expertise include digital strategy, consumer wealth management, experience design, mobile apps and platforms and the lean start-up delivery approach. Passionate about people, design and technology.