Improving and Innovating Personal Data Management : Applying MyData Principles and Concepts in a Customer-Dominant Logic

This study aims to improve and innovate personal data management by applying the human-centric MyData model. Based on a theoretical framework that uses an extended Customer-Dominant Logic as a foundation, the value formation of the personal data resourcing process was analyzed. Qualitative data were collected with interviews to identify how customers manage their personal data in their customer world. Further, the MyData model was implemented prototypically with the use of a game. The game enabled customers to manage their personal data according to the MyData principles and concepts and to ideate how they desired to improve their personal data management approach in their everyday life. This allowed for gathering insights into the problems and needings customers have, and whether the MyData model improves this process and enables service innovation. The key result of the research was that customers are currently not managing personal data systematically, efficiently, nor effectively. Further, it was identified, that the MyData model improves the personal data management process of customers by matching most of their needings. By giving customers human-centric control over their personal data, they are empowered to manage their personal data more systematically, efficiently, and effectively. In addition, customers gain the opportunity to be generative while resourcing their data, enabling an innovate value formation