On the one hand, many users categorically refuse consent to data collection. But on the other hand, millions of photos are uploaded to social media platforms every day. Is that a contradiction?
Customers will give their data willingly when they see an immediate benefit from it. When you post a photo on the Internet, you’ll often get feedback very quickly. But if you give consent to the use of your data for different purposes, the feedback may be less immediate. I’ve said it before: it’s all about transparency. But it is clear that we as a society are only partially prepared for what the age of digitisation has to offer, depending on our cultural backgrounds. Legislators around the world are responding to this with ever new and stricter laws and requirements. Among other things, sanctions, such as fines for data protection violations, have increased significantly for companies. So, privacy protection has long since ceased to be a solely German or European goal.
And how are users reacting? Can you see a development?
Data protection is very important at Audi. We carefully check every single use of personal data. But of course, we regularly receive inquiries from users. That’s absolutely normal. And these inquiries are also becoming more and more complex because our customers are also becoming increasingly informed. This leads to a deeper understanding. And we see this as an opportunity.
An opportunity for what?
To enter into dialogue, to clear up misunderstandings or reservations. It’s the same with classic products: satisfied customers are multipliers, and the greater the trust in the careful handling of the data provided to us, the stronger our position in the competitive environment. Trust is essential for the future. Data is the driver of modern mobility.