Third Wave Fashion // OCTOBER 2013 // THE PRIVACY ISSUE | Page 28

Principled

Privacy
Customers and businesses alike are excited about the
opportunity of hyper-personal, hyper-relevant, hyper-local
content and services. Experiences that are meticulously
tailored to the individual make services seem almost psychic in
their anticipation of wants and needs.
Personalized means smart... unless you're dumb about the
way you handle the data you need to make it go. Keep your
customer's trust by maintaining these five key principles for
respecting personal info:

1 ) Focus on "minimum viable data." Require only the bare minimum info
that you truly need to enable the personalized experience.
2 ) Recognize personal info as valuable. Offer clear rewards or benefits for
any data volunteered above and beyond the minimum.
3 ) Be clear how you'll use customer info and accounts. Asking for
permission to post tweets? Say exactly how and when you intend to do this.
4 ) Be transparent. Make it easy for customers to find out exactly what info
you have about them.
5 ) If you love someone, set them free. Make it easy to let customers opt out
and take their info with them if they become uncomfortable with what you
know.