Personalisation with privacy
As an independent, member-funded and not-for-profit group that regularly holds businesses to account for shonky practices, CHOICE is acutely aware of leveraging new technologies without compromising consumer privacy or data security.
Ashwin Sridhar, Chief Data & Technology Officer at CHOICE explains:
“We have higher expectations from our members and the public than many commercial businesses. As a mission-driven organisation, we’re uncompromising when it comes to data privacy and security. Firstly, our policy is to only collect the data that we need to add member value, and secondly to ensure any data we do collect is used responsibly and aligned to our users’ expectations for privacy and security.”
“Having said that, data is crucial. Our members increasingly research and shop online, so we need to evolve with the digital environment to provide customised experiences across our platform.”With legacy IT systems having evolved over several years, it had become difficult for CHOICE to build a unified view of each member and integrate all their touchpoints across the organisation. While much of the data needed was ‘in the system’, it was split across different platforms within the organisation.
The product reviews platform is separate from the advocacy campaigns system making it difficult to join up the experience for their audiences. For example, if a user had purchased a fridge after reading a CHOICE review, they’re unlikely to want more fridge reviews but may be interested in advice on how to make their home more energy efficient, or a campaign to make products more reliable.
CHOICE partnered with Merkle Australia and Salesforce to work towards creating a unified view of its members to help better understand their needs and deliver more value for their membership.