When building customer trust, handling personal data responsibly must be considered throughout the data lifecycle. At the point of collection this means placing transparency and choice at the forefront
Robb Taylor-Hiscock
Senior Content Marketing Specialist
March 14, 2024
Organizations are shifting the way they view privacy – from merely reactive measures to fully optimized strategies that deliver additional business value beyond compliance. To achieve this, your organization will need to consider what responsible data use looks like at every stage of the data lifecycle. And this starts with data collection.
Data collection marks the beginning of the data lifecycle, offering the first chance to embed accountability, transparency, and responsible handling practices into your privacy program. When we look at responsible data collection there are two key operational areas that should be addressed – privacy notices and consent management. Adopting processes that place respect for the consumer at the center of your operations is the starting place for developing a virtuous cycle of consumer trust.
Transparency during data collection is critical for fostering trust and providing clear insights on the impact of information sharing. This phase is your first opportunity to showcase respect for customer privacy and compliance visibly. When collecting data, at a minimum, ensure your customers are informed about:
What personal data you are collecting
Why you are collecting personal data
How you are collecting personal data
What you intend to do with it
Who you intend to share it with
How customers can contact you to make complaints or to exercise their rights
Adhering to transparency is not only a best practice for establishing trust but also a requirement under many privacy laws globally. These laws mandate clear communication about data collection purposes, especially with sensitive personal data. Sensitive data contains some of the most private information related to your customers and demonstrating that you respect that is fundamental for building trust.
Many organizations will deliver required information to an individual via a privacy notice – an external-facing disclosure of your processing practices. In the early stages of privacy program maturity, these privacy notices are typically static documents that contain copy-and-pasted language from a legal document with the sole purpose of meeting a compliance requirement. As the privacy program matures, privacy notices become more dynamic, offering touchpoints across different channels as well as integrating automatic updates based on regulatory developments. These elements of maturity ensure that individuals are being presented with the right information at the right time, allowing them to make informed choices about how their personal data is used. Mature privacy programs may integrate these communications into a centralized trust center, reflecting a commitment to comprehensive trust-building practices, including security and ethics.
Transparency and choice go hand in hand. Without transparency about your data operations, your customers can’t make informed choices about how it is used. Poor transparency can lead to customers feeling that they have been misled into giving their consent, potentially leading to distrust and regulatory issues. Thus, transparency alone isn't enough; customers must also have a clear choice to opt in or out as well as a thorough explanation of the purposes of processing.
Many privacy laws stipulate that consent must be informed and specific, avoiding dark patterns and deceptive practices. For instance, the GDPR requires explicit opt-in consent before processing, contrasting with California's opt-out model for personal data processing. Regardless of the jurisdiction, clarity, and accessibility in communicating consent are crucial, ensuring individuals are fully informed. After all, misleading customers tends to hinder trust building.
As technology has evolved so has the breadth of connected devices. This necessitates consent communication across multiple platforms. However, this is something data privacy programs typically grow into. Initially, compliance might focus on basic measures like cookie banners, but as programs evolve, they offer more nuanced choices through centralized preference centers. As your program matures further, centralized preference centers can allow your organization to communicate these preferences across different channels such as web, mobile, and app as well as third parties, ensuring that customer choice is consistently applied and upheld across your entire data ecosystem.
Mapping the customer experience to the OneTrust Data Privacy Maturity Model reveals how responsible data collection elevates your program beyond mere compliance, enhancing both business value and customer trust. Initially, companies focus on basic compliance elements like how they manage cookies, typically through simple banners. This is crucial, as failing to meet these fundamental consent requirements is an easy gap for enforcement agencies to spot.
As your data privacy program matures, you can offer your customer a much richer data privacy experience, which builds an ongoing relationship between company and customer. This evolution includes moving from basic cookie banners to a sophisticated, centralized preference center that manages consent and preferences, providing a comprehensive understanding of data collection practices. This shift also involves replacing static privacy notices with dynamic versions that update automatically, ensuring information is current and accessible across all platforms.
Optimizing your privacy program consolidates trust-based interactions, such as consent management and privacy rights inquiries, into a unified Trust Center. This central hub empowers consumers with full control and visibility over their personal data from the beginning, fostering a relationship of trust and encouraging them to share more information, confident in their autonomy and the respect for their preferences.
Embracing a mature approach to data privacy, particularly with an increasing reliance on first-party data and advanced AI technologies, enhances the quality of data collected. This not only drives innovation but also creates a positive feedback loop and a virtuous cycle of customer trust.
Explore the Data Privacy Maturity Model further to understand how you can elevate your data privacy program from a compliance necessity to a cornerstone of customer trust. For personalized guidance, consider consulting with OneTrust experts on advancing your privacy program's maturity.
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As part of our Privacy Automation webinar series, we discuss why it's important to automate DSAR fulfillment and the latest regulatory trends.
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Watch our masterclass webinar for a deep dive on sensitive personal information (SPI) and best practices for compliance.
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Watch this webinar to learn about US consumer privacy rights in 2023 and practical steps you can take to make compliance.
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Watch this webinar and prepare for compliance with the CPRA's employee rights requirements.
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Attend our webinar, to better understand privacy laws in the US.
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Watch our webinar as we discuss privacy impact assessments and how they relate to US privacy laws.
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Watch our US Privacy Law masterclass to learn about opt-out of sales and share requirements and best practices for approaching compliance.
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As part of our Privacy Automation webinar series, we discuss why it's important to automate DSAR fulfillment and the latest regulatory trends.
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Join us for this instalment of our Future of Privacy Automation Series for a discussion of the challenges, key components, and building blocks of DSAR automation.
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In this webinar, learn about the risks of unstructured data and effective strategies in automating discovery.
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Join CrossCountry Consulting and OneTrust to learn everything you need to get the fundamentals of building a privacy program.
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Watch our webinar on US privacy laws and gain insight on effective personal information managment strategies.
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Join LevelUp and OneTrust to learn everything you need to get started in building or improving an existing privacy program.
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Join Red Clover Advisors and OneTrust to learn everything you need to get the fundamentals of building a privacy program.
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Watch this free webinar and learn about the recent Austrain DSB ruling on Google Analytics and the implicactions on data transfers under the GDPR.
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Watch our webinar on global data residency requirements and learn about their implications and challenges.
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Watch this webinar and learn how to achieve real time visibility into you data and the policies for an effective privacy program.
Infographic
Automate your privacy program and reduce manual inefficiencies
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Watch this webinar where we discuss the Israel Privacy Protection Bill, its proposed amendments, and what it means for your organization.
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Join us for an overview of US privacy laws and strategies for dealing with compliance.
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In this free webinar, learn how to automate the classification and mapping of sensitive data and speed compliance.
eBook
The CPRA enters into effect on Jan 1, 2023 expanding the CCPA's requirements. This eBook outlines the next steps from CCPA to CPRA compliance.
Webinar
Prepare for 2022 Trends in Third-Party Risk Management and future-proof your Third-Party Trust program.
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In the first part of our US Privacy Series, we discuss US privacy laws such as the CPRA and best practices towards compliance.
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Watch our webinar on implementing account deletion for iOS apps and best practices.
Checklist
Download the checklist and discover the steps you can take to automate critical processes across your privacy program.
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Learn the benefits of using Google Consent Mode with the OneTrust CMP (Cookie Consent) to balance compliance and marketing objectives.
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Watch this webinar to learn about Global Privacy Control (GPC), how it centralizes user opt-out preferences, and streamlines compliance with CCPA and CPRA.
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As organizations become more data-driven, one of their biggest challenges is managing data retention strategies.
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Prepare for privacy and security incidents by building an incident management playbook.
Infographic
Download this infographic comparing the Virginia CDPA to the California CCPA.
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Join the OneTrust DataGuidance privacy analyst team for a deep-dive webinar examining Japan's APPI and what it means for organizations.
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Access this free webinar to learn how to be a trusted vendor.
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Join this webinar to hear more about the UK Adequacy Decision and what it means for data flows between the UK and the EU.
eBook
Download the Ultimate Guide to Privacy Management to understand the major factors that contribute to a privacy management program.
Video
Watch this demo video to learn how OneTrust Consent and Preference Management Cloud streamlines the consent lifecycle and accelerates fulfillment.
White Paper
Download our white paper and learn about OneTrust's Privacy Governance Framework and how it can serve as a blueprint for your privacy program.
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Join this US Privacy Masterclass series as we delve into the evolving US privacy landscape and how you can build a trust-based privacy program in 2023.
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Watch the OneTrust US Privacy Masterclass series and gain insight on the major US privacy law and best practices.
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Join OneTrust and expert speakers from PA Consulting for a webinar series discussing the need-to-knows for creating a successful privacy management program in your organization.
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Learn how to mature your data privacy program beyond reactive compliance to become a strategic enabler for your business.
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OneTrust DataGuidance and Sidley are joined by industry experts for the annual Data Protection in Financial Services Week.
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Join our webinar to learn how to effectively manage DSARs and comply with Quebec's Law 25, ensuring your organization meets customer and regulatory expectations.