Big Data: Are you losing your customer's TRUST

Quite an interesting para from a report published by BCG 

"Data misuse does not refer to a use of data disclosed in an agreement that no one reads when signing up for a credit card, mobile phone, or social media service; it is not even about whether a use actually causes harm to consumers. Data misuse occurs when consumers are unpleasantly surprised upon learning that data about them has been collected or that it has been used in new ways—that is, outside of the original purpose for which it was gathered—and when they perceive such practices to be potentially harmful and feel that the company should not engage in them. "

no amount of disclaimers or complex agreements which will be useful for the company lawyers to throw in the consumers face in case they sue you will be good enough. because know what 99.9 % of the miffed consumers will not even let you know about their displeasure. they will do worst. they will shop somewhere else

so weaning tons of data from multiple sources might seem smart for the techies or the 'consultants' of big data but if they are not careful they will end up losing a much more precious commodity than customer intelligence and its their TRUST