Be critical and always try to do justice to the individual consumer.
In practice, we see that this is a neglected child. Test whether the algorithms used actually predict well and do not show a marginal result. If the data does not appear to be good and/or the algorithms do not have a minimum predictability, then seriously consider not using them.
In addition, use the consumer himself. He can best determine whether the information used is correct and up-to-date. Provide opportunities for checking and correction. This builds on the new legislation, where one of the rights of the person concerned is to rectify data.
By doing justice to the individual consumer and giving them control over the personal data available, organisations create commitment and receptiveness among consumers for communication from these organisations.
Power paradox
Constantly ask yourself whether what you are doing is in the interest of the consumer. Is the consumer not being steered too much in a certain direction, because we benefit from it? Is a consumer not being shown certain information, because it is not in our interest? Are we enabling the consumer to make the right choice? Or are we greece phone number example using our power too much and deciding for the consumer?
Continuously ask yourself whether what you are doing is in the best interest of the consumer.
Appoint someone within the organization as a consumer representative. This person will continuously critically examine the consequences of the use of personal data for the consumer and determine whether the consumer's interest is served by this. If this is not the case, the consumer representative can take action against this.
This role is closely related to the Data Protection Officer, which most organizations are required to have from the end of May 2018.
The new GDPR must be implemented by the end of May 2018. The question is: are we as organizations satisfied if that has been achieved? Is that challenging enough or are we prepared to go a step further? Furthermore, it is important to put the interests of the consumer even more central. Do you do this by being very transparent, by giving the consumer control over his data and giving the consumer a voice within the organi.