Conclusion:

Consumers are increasingly sceptical of how organisations – both in the public and private sector – use and secure their personal information. At the same time, organisations are realising that data has the potential to drive significant gains in customer service efficiency and new business opportunities. Balancing consumers’ expectations and emerging legislative requirements against actionable opportunities is essential.

Unfortunately, such a balance is not possible where there is insufficient leadership to develop clarity, alignment, and urgency in data culture initiatives.

Without a robust data culture initiative that can provide focus, leadership, clarity, and commitment, organisations may not achieve a suitable balance, and therefore face consumer backlash.

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