Evaluation of the di.me trust metric in CRM settings

The use and disclosure of personal information is a recognisable trend in modern information society. The integration and aggregation of such information introduces potentially critical privacy issues, like unintended information disclosure. The European research project digital.me is focused on the development of a tool empowering users to keep track of disclosed information by offering an intelligent UI and smart trust and privacy advisory. A user-centric trust metric has been developed as a central technique and is being utilised in order to give privacy advisory to users sharing sensitive information. Besides giving those advisory in private context, this functionality is being used in a business scenario, where the di.me platform is connected to a Customer Relationship Management (CRM) tool. In this context, the trust metric was validated against three mediating conditions for technology acceptance: utility, usability and privacy concerns. Field trials involving 447 CRM operators showed positive results for all three conditions.