No Free Pass for B-to-B Firms
Don’t think you’re free from privacy worries just because you sell to businesses.
Contrary to popular belief, B-to-B firms are subject to most privacy regulations and have to maintain strict control over their customer data, according to Larry Ponemon, founder of the Ponemon Institute, an information-practices think tank.
Research conducted by Ponemon revealed that some companies are aware of this. They have explored technology and database protection, and plan to devote increased resources to managing privacy issues through 2004.
But other firms still show great skepticism about the need for compliance, and are confused about the privacy rights of business consumers, Ponemon said during a session at the recent Direct Marketing Association B-to-B conference in Tucson, AZ.
Some have expressed frustration about their lack of ability to control the actions of business partners who influence their customer relationships. And they have found that security measures are not always understood or supported by high-level executives beyond the initial implementation.
Finally, some firms haven’t connected their actions regarding customer privacy to their brand or image, or indeed to any strategic vision.
How should firms go about doing a
