Brightfly

How to use GDPR to improve customer experience



The upcoming GDPR legislation in Europe is set to apply a range of additional requirements on business when it comes to customer data.  This includes how data is collected and stored as well as adding new rights to consumers to hold companies to account on the storage of personal information.

At first glance, it looks like yet another burden on business and of course it’s become the latest fad – lots of companies have jumped on the bandwagon of trying to sell their products and services based essentially on the fear of GDPR non-compliance.

In reality, we see GDPR as an opportunity and broadly speaking, it’s a good thing for the consumer.  From a business perspective, it’s a great way to re-visit customer experience in general.  We’ve made our NurtureWorx platform compliant already – well in advance of the May 2018 deadline.  The process of doing this allowed us to up our game in terms of communication, opt-in processes, clarity over customer subscriptions and tidy up the way we store data about customers.  We think that our smart approach to customer communications will pay dividends to our brand, and the brands of our clients using the platform.

Many companies struggle to keep their customer data clean and fresh, fully aware that they aren’t delivering a great digital customer experience when people interact with them on web forms, at events, or even for newsletters.  Perhaps take this opportunity and need to be compliant to spend a little more time on serving your customers and prospects, and you might find that your GDPR compliance project has actually helped you find the time to be a smarter digital business.

Here are some top-tips on how to think about data, and get GDPR compliant:

  1. Nominate a single Data Owner in the business.  This person should be a senior leader within the business and controls the processes for all customer data – from collection to storage to removal.
  2. Make sure at least on person in each business function (e.g. marketing, sales, finance), implements good data processes on behalf of the function they represent.
  3. Create one central “customer hub” – the single database that stores information on each customer contact.   All other databases should have only the data they require on that customer, and if possible, personal information should only be stored in the central “customer hub”.
  4. Think about creating the best possible customer experience through your data.
  5. Use the time between now and May 2018 to opt-in as much of your data as possible – we’ll write another blog post about this!

Hope this helps!

 

 

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