Personalized services, such as those offered by customer relationship management (CRM) loyalty programs, require the sharing of personal data between service providers. The current practice for complying with data protection agreements establishes a trust model in which users grant service providers authority over the sharing of their personal data and must trust that they will adhere to the data protection agreements. Sven Wohlgemuth proposes an improvement to the trust model in favor of users through the delegation of rights. He presents an identity management system that allows users to enforce and control the agreed-upon rules for data collection and sharing. This enables controlled data sharing, and users only need to trust the provider of their data, not the data itself.