When does customer customisation become corporate big brother? - Date TBC
From the early days of Tesco Clubcard delighting customers with vouchers for products they actually bought to petrol pumps serving relevant ads depending on the car you are driving, the sophistication of big data analysis to tailor bespoke offers to customers is increasing exponentially.
Public outcry about government surveillance is increasing, yet the breadth of that surveillance pales in comparison to the data that Google, Apple, Facebook, and app developers are collecting. Our smartphones track our movements and habits. Our web searches reveal our thoughts. With the increasing adoption of wearable devices, medical sensors and devices in our homes connected to our smartphones, information about our physiology, health and our homes is adding extra layers to the wealth of data that we provide to companies on a daily basis
As connectivity across previously innocuous devices increases, the volume and depth of data that companies have access too and the resulting level of personalisation and customisation possible will be astounding.
But are customers comfortable with this level of insight?
Where is the line between ingenious retailing or data exploitation?
At which point will the perception flip from feeling understood to feeling intruded on?
What is acceptable and ethical without being an invasion of privacy?
Which countries are more open and responsive to targeted advertising and customisation?
And whose data is it anyway?
What role does resilience play in building customer trust and as an enabler?
This session will explore these soundbites and discuss how businesses can leverage Big Data in a way that's less creepy and more nurturing – more big mother than big brother?
Tower 42, 33rd Floor
25 Old Broad Street
London, EC2N 1HQ.
Who should be involved?
Senior business leaders including those responsible for the strategic direction of their business - CEOs, COOs, CIOs, CTOs, GCs, Global HRDs, founders.