Build public trust by empowering customers

08/5/2008 | Harvard Business Review online

Consumers come to Google because they trust the company. But Google could blow that trust by exploiting personal data to sell access to its customer base, says John Sviokla, vice chairman of Diamond Management & Technology Consultants. He says a company could build more trust through "user-controlled identity management," or letting customers control what data is kept on them.

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