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End user information can refer to a variety of user types. We might be talking about internal personnel, and organizations would have their Social Security numbers, salary and benefits information, performance reviews, home addresses and personal contact information, just to name a few things.
External to the business, we could be talking about client information such as patient medical information, financial information for billing and credit purposes, contract information or other confidential, business-related information. In either case there is an expectation from end users that their data will be protected and kept confidential. This requirement is often spelled out in a privacy policy or contract.
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