Taking some ideas for a walk

I'd like to take a few ideas for a walk; a great expression, by the way, that I picked from a blog by the Privacy Commissioner for Alberta. I recently had a 'chat' with Jennifer Kirkby from Insight Exec whilst she was working on an article exploring some of the problems associated when call centre agents push the 'Big Red Privacy button', and refuse to give any information out, to anyone, even a close relative; your spouse for example. I'd like to take this idea for a walk The Data Protection Act 1998 is based on a series of common sense principles, often referred to as eight principles. Used with care AND imagination, principles one and two can empower an organisation to deliver excellent customer service. Principle one allows us to agree with our customers how their data will be used, allowing them to make the choice whether we share with their partner or not. A lack of understanding surrounding the principle of 'fair processing' often results in a poorer customer experience. Principle two, a.k.a. 'Don't stitch people up', is there to prevent companies from using data in a manner that hasn't been agreed (consented) to. This should be the safeguard which gives customers the 'comfort zone' they require when first building the relationship, and it should be the mechanism by which organisations are able to manage the use of customer data, to enhance the customer experience .... but it doesn't, does it? Why is this? Perhaps because one of the major barriers to moving from a blanket ban, where call centre agents (CSAs) refuse to deal with anyone except the account holder, to a more empowered workforce who can accommodate a more liberal sharing of data, is the limitation that technology and identification mechanisms place on companies. The consequences of inappropriate data sharing, both to the companies finances and their reputation, could easily outweigh any of the benefits gained from the 'shared customer experience. You have to get this right! Getting it right requires an investment in technology and training for both workforce and customers. It is important that identity authentication is carried out effectively. Fortunately this is now recognised as one of the most important (limiting) areas of 21st Century commerce and information systems and technology are emerging that can facilitate this level of authentication. Our assessment of the CRM marketplace, including the 'Big Systems', their on-demand services and the mid-market applications, reluctantbeen reluctent to embrace the requirements of Information Law & Privacy (or ILAP as we know it). The time is surely right to start looking at the CRM business processes, mapping these versus the requirements of ILAP, then identifying and integrating some of the best-in-class 'point solutions' that are now emerging in the authentication market. And if you want to know where to look for these 'point solutions', look to countries where identity (theft) management is a burning issue ie the United States. In the US, compliance with legislation like the Patriot Act, will drive a veritable 'feeding frenzy' in just the sort of technology that could unleash real opportunity in the CRM market place. Does the cost/benefit model stack up? I'm not convinced it does yet; but it will soon. The sheer size of the North American market will surely drive down the cost of appropriate technology. It's now up to the CRM vendors to apply a little imagination and see if there isn't a unique selling point staring them in the face :-) ps Jennifer's article is here