For Subscribers

Show of Good Faith

It's more important than ever to show customers you'll keep their information private.

By Chris Penttila

Opinions expressed by Entrepreneur contributors are their own.

It's getting hard for consumers to hide, as"spyware" programs invade personal computers and largeretailers such as Wal-Mart move toward Radio FrequencyIdentification (RFID) technology, a wireless "bar code"that lets retailers track inventory even after it's left thestore. Even paying in cash may not guarantee customers anonymitymuch longer: The European Union is adding RFID to the Euro. Ifsuccessful, RFID could be added to U.S. currency within a fewyears, making it possible to track money from the ATM to the cashregister.

Not surprisingly, consumers are wary. In a February 2003 HarrisInteractive survey of 1,010 adults, 54 percent felt that mostbusinesses don't handle customer information "in a properand confidential way," and some 53 percent said that existinglaws and business practices don't provide enough privacyprotection.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

This 61-Year-Old Grandma Who Made $35,000 in the Medical Field Now Earns 7 Figures in Retirement
A 'Quiet Promotion' Will Cost You a Lot — Use This Expert's 4-Step Strategy to Avoid It
3 Red Flags on Your LinkedIn Profile That Scare Clients Away
'Everyone Is Freaking Out.' What's Going On With Silicon Valley Bank? Federal Government Takes Control.
Leadership

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

A Retired Teacher and Her Daughter Were Scammed Out of $200,000 Over Email: 'I'm 69 Years Old and Now I'm Broke and Homeless'

The mother-daughter duo was in the process of buying a townhouse when their email chain with the title company was hacked.

Business News

Twitter's PR Department Is Now Automatically Replying With a Poop Emoji

Musk's ongoing battle against the media seems to have taken a rather undignified turn.

Leadership

Your Workplace Habits Need a Good Spring Cleaning, Too. Here Are 5 Steps to Get Started.

When was the last time you did a good spring cleaning on some of your unhelpful repetitive behaviors at work?

Leadership

How Great Entrepreneurs Find Ways to Win During Economic Downturns

Recessions are an opportunity to recalibrate and make great strides in your business while others are unprepared to brave the challenges. Here's how great entrepreneurs can set themselves up for success despite economic uncertainty.