Chapter 11: Data Privacy: A Driver for Competitive Advantage

In light of the data economy, data protection law is a key legal element for being able to leverage data-driven innovation and is often regarded as a limitation for businesses and service design. Contrasting this traditional view, this chapter argues why designing with privacy in mind is a win-win situation, not only, but especially in the context of data-based services. On the backdrop of new regulations around the globe setting incentives, we show how research in the domain of usable privacy can be leveraged to embed innovative privacy features for customers into digital services as competitive advantage. Building upon these insights, we argue that a well-designed privacy and/or data protection process should be a key element for customer experience management.