Enterprise-level businesses engage in complex interactions that include an expanding set of personal and virtual interactions. It’s essential to collect and react to information from all touchpoints such as call centers, social media and mobile devices, not just the easy or inexpensive ones (e.g. email or websites).
It is imperative that once consent and preferences are collected at a given touchpoint that they are passed seamlessly across the organization. A customer dialing in to a call center will expect to have the ability to change their consent or preference information for all communication channels as part of that transaction.
In this blog series, we’re going to continue to discuss some simple best practices for collecting and utilizing customer information.
2. Store in One Place: Marketing technologies have grown exponentially over the last five years. With the introduction of each new technology comes a separate ability to capture and store customer data – a potential compliance risk. Disparate data in siloed systems is one of the greatest risks to running an effective and compliant marketing infrastructure. The correct approach is one where data is stored and maintained in a distributed and centralized manner.
Only through a neutral, centralized, fully auditable system, a system that is built with privacy by design (not a bolt on afterthought) can organizations ensure compliance to GDPR and future changes in compliance. GDPR and ePrivacy firmly place the responsibility on the party collecting customer data to understand and disclose how data will be used, how long it is needed and provide an easy way to respond to customer inquiries. Not only that, the regulation requires alleged violators to deliver proof of consent within days of the inquiry – an impossible challenge for companies without a system of record to maintain enterprise wide consent.
The marketing benefit of this centralization? Disparate knowledge collected about customers across the enterprise is brought together to provide a complete picture of the customer. This comprehensive picture of the customer leads to more effective and meaningful outreach. The requirement for centralization stems the introduction of unapproved marketing technology by rogue marketing groups that ends up negatively impacting the marketing organization as a whole.
To read the first part of this series, visit 1. Ask For Less.