If consumers aren’t given the opportunity to opt in—or don’t recall giving permission—they are likely to consider ads and targeted communications as privacy violations.

To an insurer, a well-timed, personalized communication may be part of a marketing or customer retention strategy. To the customer, it may be perceived as a violation of privacy. Where’s the fine line between making the most of personal data—without making customers feel like Big Brother is watching?

Six common business activities can be viewed as violations of customer privacy

These results from the Accenture Digital Consumer Survey show how critical it is for insurers to clearly and simply articulate how customer data will be used. Consent and permission can make the difference between a positive and personalized customer experience, and a perceived violation of privacy. For more results from the study, download Digital Trust in the Internet of Things Era (pdf). Thanks to Accenture Digital, Robin Murdoch and Paul Johnson for their work on this survey.

Six activities consumers consider violations of their privacy

Click the image above for a large version of the Insurance Insight of the Week.

Digital trust is one of the five trends identified in Accenture Technology Vision 2016. Our insurance-centric report launches soon, but in the meantime I encourage you to read the cross-industry report. Download Accenture Technology Vision 2016 (PDF).

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