Aw: Re: [projectvrm] Creating Reciprocal Value Through Operational Transparency

["Graham Reginald Hill" < >]

Hi Don

 

The transparency that the working paper talks about is customers being able to see what is going on. Fast.MAP together with Opt-4 have developed a Data Permission Benchmark (http://www.fastmap.com/data-permissions-benchmark.aspx) that helps companies test permission statements prior to implementing them in their marketing. Permission statements are tested against 14 different factors:

Clarity

Trustworthiness

Honesty

Flexibility

Appeal

Invitation

Reasurrance

Gives confidence

Rewards the customer

Gives the customer control

Welcoming

Vales the customer

Gives the customer choice, and 

Keeps data safe. 

As these factors have been empirically tested (in terms of whether statements created with them in mind lead to higher degrees of customers giving permission to use their data) they might make a useful starter with which to think about what to do to make data processes more transparent, e.g. what would an 'honest' data operation look like to a customer. This shouldn't be rocket science. But it does require a modicum of design research or ethnography. YouTube might conceivably be part of the implementation of transparent data operations.

 

Best regards from Cologne, Graham

 

PS. As Winston Churchill said, "A fanatic is one who can't change his mind and won't change the subject."

-- 
Dr. Graham Hill

UK +44 7564 122 633
DE +49 170 487 6192
http://twitter.com/GrahamHill
http://www.linkedin.com/in/grahamhill
http://www.customerthink.com/graham_hill

Partner
Optima Partners
http://www.optimapartners.co.uk

Senior Associate
Nyras Capital
http://www.nyras.co.uk

 

 

Gesendet: Donnerstag, 17. Juli 2014 um 13:08 Uhr
Von: "Don Marti" < >
An: "Katherine Warman Kern" < >
Cc: "Graham Reginald Hill" < >, "Doc Searls" < >, "ProjectVRM list" < >
Betreff: Re: [projectvrm] Creating Reciprocal Value Through Operational Transparency

So transparency like an "open kitchen" for database
marketing?

"We're going to discuss our use of customer data at this
meeting, so it's going on YouTube!"

I might watch that.

(Also, "fanatic" is what the spammers called
spam-filtering mail server administrators in the
1990s. The people on the back cars of the technology
adoption train might not see the problem up ahead yet,
but that doesn't mean they're pro-trainwreck.)

Don

begin Katherine Warman Kern quotation of Thu, Jul 17, 2014 at 06:55:50AM -0400:
>
> Graham, fascinating. Yesterday I heard Airely being interviewed about lying and he spoke to the mental trade-off one makes when making a white lie. "Is it better to hurt someone by telling the truth or telling a white lie" for example is a moral trade-off.
>
> He says that rationalizing mental process goes on all the time and proposes that the less transparent or direct the act of lying or cheating the less value one places on the morale consequences.
>
> The implications for a surreptitious relationship between business and customer are that a face to face transaction is more honest in both directions. But more distance between them and the rationalizing begins.
>
> K-
>
> Katherine Warman Kern
> @comradity
>
> > On Jul 17, 2014, at 5:57 AM, "Graham Reginald Hill" < > wrote:
> >
> > Hi Doc
> >
> > This Harvard Business School working paper on Creating Reciprocal Value Through Operational Transparency is interesting
> > http://hbswk.hbs.edu/item/7549.html
> >
> > Although it talks about creating value for customers through transparency in service operations, I wonder whether this is transferable to transparency in data operations too. The challenge is to show that is actuually would or does create reciprocal value for customers, not that it should creeate value (because the privacy fanatics would wish it so).
> >
> > Thoughts?
> >
> > Best regards from Cologne, Graham
> > --
> > Dr. Graham Hill
> >
> > UK +44 7564 122 633
> > DE +49 170 487 6192
> > http://twitter.com/GrahamHill
> > http://www.linkedin.com/in/grahamhill
> > http://www.customerthink.com/graham_hill
> >
> > Partner
> > Optima Partners
> > http://www.optimapartners.co.uk
> >
> > Senior Associate
> > Nyras Capital
> > http://www.nyras.co.uk

--
Don Marti
http://zgp.org/~dmarti/