Enterprises should take advantage of every customer interaction to learn more about the customer in order to establish deeper relationship, understanding and ultimately better service their customers’ needs. However, when a customer has to provide the same information repeatedly to multiple departments or divisions of the business, they get frustrated and may stop participating.
Only by embracing a culture of thoughtful, progressive relationship-building will enterprises be able to engage in meaningful dialogue that is in alignment with GDPR and ePrivacy. The mere installation of consent or preference collection without commensurate internal process and policy will simply result in delayed exposure to regulatory risk as consent expires, preferences change and new rules are implemented.
In this blog series, we’re going to continue to discuss some simple best practices for collecting and utilizing customer information.
3. Use Customer Information Judiciously: Implementing a governance structure that includes all individuals responsible for managing and using customer data for outbound communications was nice to have in a pre-GDPR environment. In a post-GDPR environment, it is a requirement. Governance forces an across organization view of all outbound communications to a customer group and encourages communication within the company about strategies, tactics and identification of overlap of use of customer data. This can only be achieved through a combination of technology and oversight.
The fewer times your organization reaches out to a customer, the more strategic those touches become. This enables a better understanding of the customer and helps mitigate the greatest source of GDPR risk – customer complaints.