In an exclusive interview with CanadianSME Small Business Magazine, Pamela Snively, Chief Data & Trust Officer at TELUS, shares her insights on the evolving role of trust in the digital economy and why data privacy has never been more critical for businesses—especially SMBs. With extensive expertise in privacy law, data governance, and ethical AI, Pamela discusses TELUS’ industry-leading approach to transparency, responsible data management, and how businesses can align their practices with ethical standards to foster long-term trust with customers. As the digital landscape continues to evolve, Pamela highlights key trends, best practices, and the importance of prioritizing trust as a core business value.
Pamela Snively is the Chief Data & Trust Officer at TELUS. She leads the team responsible for privacy governance and data ethics, along with data management and a number of compliance functions, including the Anti-bribery & Corruption and Competition Law programs. Pam approaches overall data governance through the lens of customer trust, leveraging TELUS’ Customer First principle to drive the organization’s commitment to privacy and data ethics.
Pam is a lawyer but has dedicated most of her career to developing and operationalizing privacy best practices, either as a consultant or in-house. Under Pam’s leadership, TELUS has significantly transformed its approach to transparency about its data handling practices. This has included a refresh of the TELUS Privacy Centre to include layered information on TELUS’ data management practices, as well as some best practices to help our customers protect their information. Pam has also published the framework for her privacy management program online, encouraging TELUS’ customers to more fully understand what responsible private sector organizations do to protect privacy.
Pamela was the recipient of the 2017 Ontario Bar Association’s Karen Spector Memorial Award for Excellence in Privacy Law. She participates in a number of national and international think-tanks and governance bodies related to privacy and data governance, including serving as a Board member for the Information Accountability Foundation and on the Privacy and Data Advisory Committee for the Canadian Marketing Association. She is also a founding member and Chair of Canada’s Business Privacy Group, a working group made up of some of Canada’s leading privacy professionals and industry associations focused on building trust in Canada’s digital ecosystem and legislative regime.
Pam is a frequent speaker on privacy and data ethics and she actively encourages other organizations to join her in her mission to earn and elevate consumer trust in our digital ecosystem.
In your opinion, how has the role of trust evolved in the business landscape, especially for SMBs, and why is it more valuable now than ever before?
The evolution of trust in today’s business landscape has been extraordinary. The impact of trust today is profound and more critical than ever. Trust has transformed from being simply a nice-to-have into a fundamental business imperative. It forms the basis of our brands and reputations and it is an essential component in the relationship with our customers.
In our recent TELUS Data & Trust Survey, we’ve seen that trust has become increasingly critical as businesses navigate a digital world where data practices and privacy are top of mind for consumers. The survey revealed that an overwhelming majority of Americans (82%) and Canadians (79%) believe data privacy matters more now than ever before. Nearly three-quarters of consumers express worry about how organizations handle their personal data.
For SMBs specifically, trust has become fundamental because we’re in an era where data and technology have been democratized. Earning trust is not just about having good intentions – it’s about being demonstrably trustworthy. Our research shows that consumers are more informed and concerned about their data privacy than ever before. They actively choose to do business with organizations they trust. In today’s market, trust acts as a key differentiator. SMBs that prioritize transparency and ethical data practices are better positioned to build lasting customer relationships and sustain growth.
Can you share with our readers how TELUS is leading the way in making data management practices more transparent, and why this is crucial for building long-term trust with customers?
TELUS has long held its customers first commitment as its north star, guiding the entire business. Over the past decade especially, our dedication to not only meeting, but exceeding data privacy standards, has grown from an understanding that trust in technology is paramount. We need our customers and our communities to trust that we protect their data and know that we will be transparent and honest.
At TELUS, we’ve codified these ideas in our Trust Model, founded in 2015, which guides all of our decision-making related to data and ensures that we only use data in ways that generate value, promote respect and deliver security. The reason that the model has lasted so long is because we’re basing it on sustainable data principles: accountability, human-centricity and benefit, respect and fairness, safety and robustness, and transparency.
As technology evolves, our principles remain steadfast. That said, we regularly connect with our customers and communities to better understand their thoughts, concerns and hopes around data to ensure that we’re addressing important topics appropriately. What’s more, we’re working to communicate our efforts in data trust, making it easier to find answers to questions, but also encouraging the industry to join us.
The result is deeper trust with customers, which benefits TELUS’ business, but also society. Without trust in technology, people won’t share their data, which limits our ability to build better models and explore the promise that it offers in many facets of our lives, such as healthcare, agriculture, education and much more.
Could you elaborate on TELUS’ approach to responsible AI, and how businesses can ensure that their AI-driven practices align with ethical and privacy standards?
Organizations of every size need to ensure they have solid data governance structures in place, a systematic approach to assessing the use of data in their organization, and a foundation of data and AI literacy to support the team’s use of data. Responsible data practices should be viewed as an enabler of sustainable innovation and customer trust – the risks from cutting corners are too great.
We hear from businesses that tell us they aren’t adopting AI solutions, particularly customer-facing tools, because there’s so much uncertainty. Responsible, human-centric AI practices, applied consistently across an organization, provide the necessary clarity that employees need to feel confident and companies need to reassure their customers.
From your experience, how does fostering trust through privacy and data governance initiatives positively impact a company’s bottom line and its relationship with society as a whole?
Our experience at TELUS has demonstrated that trust isn’t just a moral imperative – it’s a significant business driver with measurable returns. Our 2024 TELUS Data Trust Survey found that 86% of Americans and Canadians say their trust in a business inspires them to buy or use that company’s products and services. What’s more, two-thirds of respondents (67% American and 66% Canadian) will advocate for brands they trust, telling friends and family, posting on social media and sharing reviews.
Beyond the numbers, trust enables innovation and growth. When organizations build a responsible data culture, innovation and customer experience benefit, too. Privacy and data governance have been shown to help increase revenue, decrease cost, mitigate risks, and support a sustainable competitive advantage. Effective data governance and privacy processes make it easier to scale a business, avoiding costly mistakes.
Finally, consider the value in communicating your commitment to data privacy when an overwhelming majority of Americans (82%) and Canadians (79%) believe data privacy matters more to them now than ever before. Handling data with respect and great care is non-negotiable today.
Future of Privacy & Data Ethics Looking ahead, what trends or developments in privacy and data ethics should businesses be aware of in the next few years, and how can they prepare to adapt in a way that continues to build trust with their customers?
While many people would say they are familiar with privacy, data ethics is a relatively new term in the business lexicon. With the rise in the use of data, we’re seeing a similar demand and recognition of the importance of building human-centric data and technology systems. We are seeing brand new, legitimate concerns from the public about living in a post-truth era, where our own data can be used to undermine our autonomy. Partially in response to that, we’re also seeing the first wave of AI legislation being enacted and, with that, the evolution of privacy.
First and foremost, that means that businesses need to be sure they understand the consequences of improper use of data and their responsibilities when handling data incidents, which, in many jurisdictions, go beyond the significant brand damage and may also include very substantial fines.To prepare, businesses need to get expert advice on privacy and ensure that their values and their data ethics posture, align to sustainable data practices and principles. Doing so protects companies from the reputational and financial risks they face, but also sets them up for success.
Once those practices are in place, continue assessing them on a regular basis through audits and make adjustments as needed.
Finally, communicate the importance your business is placing on privacy and data ethics. By demonstrating that you care for the data entrusted to you, you demonstrate that your customers’ business and wellbeing matters, too.
