What if you aren’t a financial institution? The Conference Board reported that 13 percent of all Internet users say they or members of their households have been a victim of identity theft. More than half say their level of concern has grown over the past year. More notably, consumers are translating this concern into action -- 54 percent now opt out of special offers and 41 percent purchase less online. Still wondering how this applies to you? If you collect personally identifiable information about your customers such as Social Security numbers, credit card information, date of birth or credit history in the process of providing your product or service, a significant percentage of your customers are concerned about their data and need to be assured that it’s safe.