The technology landscape for marketing has grown exponentially in recent years. The combination of easy-to-purchase technology, growing consumer channels and a desire to get to market quickly has created a complicated web of tools and platforms across enterprises.
For example, marketing automation for tracking leads and conducting campaigns, ESPs, MSPs and CRMs often result in unique data silos and systems to manage. A mature EPM program must address this technology bloat and can do so by anticipating change in the way information is both collected and stored.
In this blog series, we’re going to continue to discuss some simple best practices for collecting and utilizing customer information.
4. Anticipate Change: Take advantage of built-in capabilities within marketing technology systems to anticipate customer concerns around use of data. Prepare for consent expiration, pay attention to customer engagement with outbound communications and make sure you are closely tracking negative marketing events such as unsubscribes. GDPR specifically protects consumers’ right to revoke consent. Any delay in compliance with such a request or worse yet, continued communications, will result in costly violations.
The proactive management of customer data is key to adhering to GDPR/ePrivacy requirements and ensures customers’ feeling that they are receiving an ideal experience. Anticipating that a customer may unsubscribe by paying attention to the number of times they open (or don’t open) a certain correspondence and proactively offering a digest or decrease in frequency is an effective approach. Pausing all customer communications based on an event (visit to an unsubscribe page, completion of a purchase) is also an effective way to preserve the customer relationship and stem customer complaints.
Your organization should ensure that all departments have access to the latest and most up-to-date information about your customers. Enabling only the digital channels that are customer-facing but keeping your customer care or front-line representatives in the dark regarding customer data and use of that data is a recipe for running afoul of GDPR and ePrivacy guidelines.