In the modern business landscape it's rare to be able to talk about customer relationship without the discussion centering on data. Data is at the center of understanding your customer and gaining and maintaining that customer's trust. What data are you collecting? How are you using it? With what types of third parties are you sharing this data? Is there any onward transfer out of your direct control in your workflow? Is all of the data secure at every juncture and storage location? Data is a critical asset and with this asset comes critical responsibility: How do you balance the desire to use data that you collect while also respecting the privacy of those from whom you collect it? How do you establish and maintain that critical component of trust? It is a balancing act and your customers expect you to make the correct decisions and "do the right thing" 100% of the time regarding their personally identifiable information.