Data privacy can be a game-changer for customer loyalty in the digital world
Early January 2021, Facebook-owned WhatsApp, one of the most popular messaging services, alerted its users that they were updating their privacy policy. WhatsApp indicated that it reserved the right to share user data collected from its parent company, Facebook. This led to a severe backlash and triggered a huge migration of users to other platforms, such as Telegram and Signal. In the next few days, Signal became one of the most heavily downloaded apps on Google Play Store and the Apple Store. Alarmed by the adverse reaction, Facebook postponed its decision to adopt this policy to later in the year. The WhatsApp incident is a prime example of the significant importance that users today place on their digital privacy.
New realities
With organisations adopting digital strategies, each enterprise is treading a fine line between respecting consumers' rights and using data for a business's benefit. Depending on the use case, privacy templates are now being redefined. In the current Indian context, citizens are concerned that the Arogya Setu contact tracing app and the Aadhaar card are putting their personal data at risk. In the pre-pandemic era, contact tracing apps would appear to violate personal privacy. Today, these apps have become an integral part of our lives and are seen as a critical function to rapidly track and notify individuals who have come into contact with someone that has tested positive for Covid-19 in a bid to reduce infection-related risks.
The Covid-19 pandemic has accelerated the creation of large remote workforces, and many companies are using employee monitoring software to keep tabs on productivity. This has blurred the lines between what is and is not permissible. In addition, employees as well as
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