Regular readers know I get cranky when website operators do dumb things when it comes to their customers' privacy.
I believe there should be a basic expectation of transparency and honesty when it comes to using your customers' personal information. Sadly, many companies big and small abuse those relationships.
;)
Verizon's clear explanation of its intended changes to its privacy policy.So, I was pleasantly surprised with a recent email from Verizon (my cell carrier) that not only alerted me to changes to its privacy policy but gave me concrete examples of how my information might be used and how I could easily opt out of participation should I have concerns.
Verizon used the top half of the email to clearly explain it wanted to do more with customer data to market products and target advertising. Verizon then detailed the information in question, which includes address of websites visited via my mobile phone; my location; my usage of apps and other device features; and demographic information provided by other sources.
OK, whether I'm cool with the changes, I clearly get Verizon's intentions.
;)
Verizon used a grid to clearly explain how its new privacy policy would affect customers. The grid's last element clearly explains how a person can opt out of ad targeting. Verizon then used a simple grid to clearly explain how they would use this information, capping their message with a Your Choices section explaining how I could opt out of ad targeting (the one use case in which my personally identifiable information would be used in new ways).
So clear, so simple, so transparent.
I may not want to give Verizon my personally identifiable information, but it's at least being upfront in letting me know it's on the table.
Compare Verizon's approach with Apple, which frequently asks its customers to renew their allegiance to Apple's Terms of Use. Anyone who's a regular user of iTunes knows about Apple's frequent requests for customers to agree to new terms. Apple does nothing to explain what's changed, knowing that 99 percent of customers blindly acknowledge they've read and understand whatever revisions the company has made to its umpteen-page long Terms of Use.
I'm singling out Apple, but I could be talking about any number of companies that take our trust for granted.
I can't say whether Verizon's openness is the norm or a new tactic, but props to it for doing the right thing and showing other companies that trust and transparency can be good business.