The Circle of Trust Greg Hungerford

The Circle of Trust Benefit Member Club TRUST

Trust Equation

Trust Principles Focus on the Member Collaboration Long-Term Relationship Transparency

Data Privacy and Security Privacy – the right of the member to choose what information they share and with whom and when it is shared Security – the level of protection a club puts in place to control access to member information

Trust and Data Privacy & Security Meeting Member Expectations An opportunity for competitive advantage

Some Statistics Area Business (% agree) Consumer (% agree) In general, consumer information is adequately protected? 50% 37% Data privacy policies are clear and well understood? 77% 40% The risk of sharing personal information is worth the personalised promotions, advertising or member discounts received? 47% 25%

Competitive Opportunity “The link between consumer decisions and perceived data security is stronger than many executives believe”

Data Privacy and Security Considerations Vision and Strategy Making it a Priority Collection and Use Strategy Breach Strategy

Vision and Strategy Questions How can we improve the member experience using data? What data do we need to collect? When should we seek member consent and allow them to opt in? Do we have excess member data we do not need? In attempting to improve the member experience are we seen as intrusive? How transparent and coordinated are we in the event of a breach?

Opt In versus Opt Out “Ask for my consent and allow me to decide which information I want to share” May reduce marketing ROI in the short-term Pay off in the long-term through greater trust and greater member openness to share data

Data Privacy and Security Considerations Policies Clear organisation wide understanding Up to date policies (Technology & Regulation) Easy to understand

Developing Policies “Develop privacy and security policies as if they were a marketing tool rather than a legal disclosure” What information do we ask for? How do we use this information? How do you opt in or opt out of providing information or our use of information How do we protect your information What are the benefits to you of providing information

Data Privacy and Security Considerations Organisational Chart Seniority of people with responsibility for data privacy

Data Privacy and Security Considerations Process and Systems Firewalls Anti-Virus Software Encryption Access to Member Data (restrictions and tracking) Test Security

Data Privacy and Security Considerations Risk Management Identify Threats Understand attractiveness of data to hackers Stay up to date with hackers tactics Audit Third Party Providers

Digital Marketing Done Well Consumer Profiling, Segmentation & Target Marketing Digital Efficiency Personalisation Member centric approach

The Generation Gap Seniors Baby Boomers Generation X Generation Y

The Generation Gap Generation DOB Range Expectations and Messages Discretionary Income Expectations and Messages Technology and Marketing Medium Seniors Pre 1946 Personalised Approach Save not Spend Good Reviews Community Landline Phone Direct Mail Baby Boomers 1946 - 1964 Quality & Value “Not Old” Future Thinking Mobile Phone Email Generation X 1964 - 1980 Information & Research Cynical of Brands Diversity & Safety Text Generation Y 1980 - 1998 Instant Gratification Time Poor Social Media

Downsides Reputational Damage Loss of existing members Loss of potential new members Lawsuits

Summary Looking at things from a Member Perspective Provide transparency in policies and actions Be judicious about sharing and collecting data Inform and reassure members about security measures Protect my data

THANK YOU

Club Managers Leadership and Management Program ACCM (Contextualised) Diploma of Leadership and Management Practical & Implementable (Managers Toolkit) Online & Self-Paced 12 Modules Individual Skills Team Skills Organisational Skills