1. The Circle of Trust
Greg Hungerford

2. The Circle of Trust
Benefit
Member
Club
TRUST

3. Trust Equation

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

5. 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

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

7. 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%

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

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

10. 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?

11. 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

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

13. 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

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

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

16. 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

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

18. The Generation Gap
Seniors
Baby Boomers
Generation X
Generation Y

19. 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
Quality & Value
“Not Old”
Future Thinking
Mobile Phone
Generation X
Information & Research
Cynical of Brands
Diversity & Safety
Text
Generation Y
Instant Gratification
Time Poor
Social Media

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

21. 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

22. THANK YOU

23. 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