Yesterday I attended an event at which a speaker provided an insight which transformed my thinking. The event was under the Chatham House Rule so I regret that I cannot say who or where. The insight was that we should stop thinking about monitoring customer transactions for fraud or to collect personal information but to look for changes in behaviour. These are likely to indicate the need for action to retain customers more often than potential fraud. But they are even more likely to indicate opportunities, including those which might not necessarily fit the current business models. This means that in a well run organisation the security, anti-fraud, data protection and regulatory compliance teams and the marketing, business development, customer service and support teams should be allies not enemies.
Think about the implications. Think about them long and hard. They are profound. They are all too often lost by novophiliac professionals with tunnel vision.
I will be asking my successor at the Digital Policy Alliance to organise a round table or two to look at the implications – and to charge non-members an arm and a leg so as to get them to take the need to join and work together to improve confidence in the online world a lot more seriously – funding participation from marketing, not public affairs, regulatory or security budgets. If you are interested, do not wait to be invited to join. I anticipate that this will be one of those topics where the early joiners will wish to move fast without bothering to invite anyone other than their strategic partners. Hence my reason for blogging before any formal invitation goes out. If you are interested, say so when you contact them.