GDPR Leads Brands to Better CX

A year ago, most companies had no clue where all of their customer data resided, let alone whether or not it was secure. With the implementation of GDPR, and California’s digital privacy law scheduled to take effect in January 2020, companies have started taking their customer and prospect data, and its security, much more seriously.

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A year ago, most companies had no clue where all of their customer data resided, let alone whether or not it was secure. With the implementation of GDPR, and California’s digital privacy law scheduled to take effect in January 2020, companies have started taking their customer and prospect data, and its security, much more seriously.

Most organizations keep their customer data in a customer relationship management (CRM) database. However, prior to GDPR, the information was incomplete, the accuracy of the data was not taken seriously, and the data was not secure due to a lack of business process management and master data management policies.

Based on the interviews I have conducted with IT executives involved in databases, big data, AI/ML and security, there has been a significant change in the past year; whereby, companies are now implementing and enforcing data management best practices and creating data Centers of Excellence. Employees are learning the importance of data and its security.

Given that a well-maintained CRM is necessary to deliver a great customer experience (CX), we can expect to see companies begin taking CX seriously, because they are getting their data in order and their competitors will begin using that data to deliver improved CX. We’re now in a race to see who can use data first and best to improve the CX.

Updated privacy policies and security protocols will increase the opportunity to deliver personalized and relevant information of value. In addition to getting consumers’ explicit permission to communicate with their customers and prospects, organizations will want to enact progressive profiling; whereby, they learn more about each customer or prospect every time they interact with your website or organization. The more you know about a customer, the more relevant you should be able to be to them by providing information of value while anticipating needs and wants.

Organizations need to learn what customers and prospects need and want to make their lives easier. This is key to building a disruptive business and earning a customer for life. Lyft has done this for me. Every time I need to travel to or from an airport, I no longer need taxis, rental cars or parking at the airport. Lyft has made my life traveling much simpler and easier. Lyft has earned a customer for life — or at least until its business model is disrupted.

A good CRM with proper data management processes is beneficial to organizations on several fronts:

1. The CRM serves as the repository for all customer data and enables customer-facing employees to have a 360-degree view of the customer so they understand the customer’s relationship with the company — interactions, products/services bought, considered, feedback. All customer-facing employees are able to see the actions that have taken place and know what actions need to take place in the future based on sales and CX processes.
2. Organizations are able to provide more relevant help and information; thereby, making customers’ lives simpler and easier. Some organizations, e.g. financial institutions, are already using predictive analytics to recommend the “next best action” for the customer to the employee.
3. The CRM can be integrated with calendars and marketing automation software for appropriate follow-up before and after a sale, for nurturing marketing qualified leads (MQLs) to sales qualified leads (SQLs) or to market to “lookalike” prospects.
4. The CRM provides real-time metrics enabling team members to see where prospects and customers are in the sales, post-sales, follow-up or problem/resolution cycle.
5. A sound CRM enables the organization to scale in a thoughtful way with proper data management, security and updates. Leveraging even more data to improve the CX.

How has GDPR affected your organization and its data management practices?

Author: Tom Smith

Tom Smith is a DZone research analyst who built a career gathering insights from analytics to inform integrated marketing plans that make a significant positive impact on business. He's a hands-on leader in marketing and analysis who has worked with more than 120 clients in eight vertical industries. Smith is an experienced full-stack marketer who uses insights to drive positioning and branding, demand generation and lead creation, channel management, and customer relationship management and customer experience. The purpose of his blog is to share thought-provoking insights regarding customer experience. Reach him at tctsmithiii@gmail.com.

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