Mapping the Value of Data Transparency: A Practical Workshop Series

Data Transparency: The new competitive advantage

Why Data Transparency?

The world of data is changing, quickly. Regulations such as the GDPR and ePrivacy Directive are catalysing this change. Yet consumer behaviour, connected devices, data breaches and new business models are also impacting existing operations.

Regardless of the forces of change, organisations still require access to personal data to operate effectively. Yet 78% of consumers state it’s hard to trust companies with their data.

Consumers struggle to understand what data is being used, how, when and by whom.

This requires organisations to change if they are to comply, innovate, and create sustained customer and business value in the years to come.

1 The Future of Digital Trust – Orange, 2014

Why Now?

The right data in use at the right time can transform a service. Customers have come to expect personalisation. This is only increasing. Yet the notion that privacy, security and control aren’t sacrificed at the expense of personalisation is also an
increasingly popular demand.

Fortunately we have the GDPR to direct focus. As of May 2018 the European General Data Protection Regulation will come
into force.

This requires organisations to create positive-sum data experiences for their customers. In less than 12 months time,
privacy and utility can no longer be competing factors.

When it comes to data transparency, there’s no time quite like the present.

The Trust Barrier

Trust is one of the greatest barriers organisations face today. It’s the thing standing in the way of the GDPR and other regulations. It’s inhibiting many organisations ability to create new and unique value for their customers.

In simple terms, trust can be thought of as the currency of the digital economy. With it organisations can gain access to the right data at the right time. They can use this access to deliver valuable, meaningful and engaging experiences to their customers. Without it they’re not far from operating in the dark.

Because of this, trust is the great business opportunity. But first organisations must close the gap.

The Data Trust Gap

Brand trust and data trust are not equal. In many cases, the trust customer’s associate with a brand, and the trust they associate with how that brand uses data are quite different.

These trust metrics should be one in the same.

Data is inherent to the relationship between brand and customer. It fuels insight, grants access, gives context, and most importantly, plays a vital role in helping fulfill real life human outcomes – the things people, your customers, really care about.

The gap between brand trust and data trust needs to be closed. To do this, data transparency, data processing and the consequences associated with various data practices have to become part of a brand’s values. They have to become part of
the value proposition.

Designing for Trust

Trust is the outcome of experience. It is the result of saying what you will do, and then doing it over and over. Transparency and delivery are therefore key tenets of trust.

Data transparency can and should be designed. If used effectively, data transparency can form part of brand design, marketing and demand creation, customer on-boarding, as well as ongoing customer support.

Deliberately and effectively executed data transparency tactics can competitively differentiate products, services and experiences.

Deliberately and effectively executed data transparency tactics can be the difference between a new customer and a lost one.

Our job at >X is to help make sure it’s the former. That’s exactly why we’ve developed ‘Mapping the Value of Data Transparency: A Practical Workshop Series’ in conjunction with the Data Transparency Lab.

The Business Value of Design

Design is a nuanced discipline. Visual Design, Interface Design and Interaction Design are but three sub-categories of design many are familiar with.

However, business model design, service design, user experience design, experiment design and privacy design are also sub-categories of the broad ‘design’ discipline.

In the Data Transparency Lab’s Practical Workshop Series, attendees will learn to practically apply hard design skills that help unlock new customer and business value.

These hard skills will be supported by two specific tools that can be applied within an organisational context the very next day.

This is unlike any other workshop you’ve experienced.

Create New Customer Value

Without customer value, there is no business value.

The day’s first session focuses on quantifying the value, meaning and engagement of an existing product or service using a proprietary design methodology.

Once this baseline is established, specific data transparency tactics are tried and tested to determine the impact each tactic has on key customer metrics. A Data Transparency Experience Map will be used to make this possible.

The net result is a real life, worked example that showcases the tangible impact of data transparency through the eyes of your customers. This activity can then be taken directly back to the business, and used immediately to begin applying data transparency
practices to products, services and experiences already in market, in development or in conceptual stages.

Realise New Business Value

Data Transparency and the way it transforms customer relationships can have a fundamental impact on your business model. Because of this, the ability to learn about these potential impacts, ahead of time, at speed, and within a low risk environment is one way through which data transparency can begin becoming a competitive differentiator for your organisation.

In the second session, you’ll focus your attention on designing business model experiments. The independent variable (what you’ll be
influencing) of the experiment will be a specific data transparency tactic. The dependent variable (what you’ll be observing) is a specific business metric.

The net result is an immediately usable Experiment Card.

This tool, along with the practical skills learned, will assist you in conducting fast, cost-effective business model experiments that decrease the risk of implementing new data transparency tactics. Successful experiments will prove the tangible business value of
data transparency.

Data Transparency is the new competitive advantage.

By attending ‘Mapping the Value of Data Transparency’ in Barcelona this September, you’ll be equipped with new tools and market leading approaches. These tools and approaches will help you create new customer and business value. They’ll help convert the forces of change into your competitive advantage.

We look forward to seeing you in Barcelona.

If you have any questions, get in touch. We’re here to help now, during the workshop, and after it.



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