Most of the GDPR initiatives are about compliance. Privacy consultants and managers all together want to ensure a company will not get prosecuted. The efforts are geared towards being protected from claims, and to do whatever is required to avoid huge sums to be paid one day in court. For the protection of the privacy, this is a positive evolution. In the future, companies will think twice, before messing around with an individual’s personal data.
Are customers going to benefit from the privacy protection initiatives?
Let’s talk about customer service now. The attention to the legal protection of the company will probably not benefit its customer-centricity. Chances are high that the Kafka-feeling that is often associated with being a customer at a large company, will only increase. This will come very natural, by the way. Companies will set-up procedures to ensure that they respond to customer demands regarding their privacy in a correct and 100% court-proof manner. They will have done everything possible to ensure a customer or a potential customer is never able to claim whatsoever.
The procedures will be heavy. They will gradually become more heavy whenever the media will cover a show trial putting a big brand to trial. And they will cost so much manual labor that companies will not be eager to help you … many will introduce procedures that will discourage the individual from proceeding.
The result will be a discouraged individual not wanting to claim a lot of money. That’s great if you look at this from a legal & finance viewpoint. But that’s horrific if you look at this from the marketing & sales viewpoint. You do not want discouraged clients. Period. The future turn-over of the company is in their wallets.
When GDPR-compliant meets customer-oriented
Let’s look at GDPR from a non-legal viewpoint. The great thing about GDPR is that it is about people’s data. People’s data, not companies’ data. In most organizations it is about (future) collaborators and (future) clients — the individuals placing the order, not the organizations they work for. Let’s focus on the (future) clients here. It’s the same (future) clients, as the ones that are focused on in the CRM and website teams and programs. It’s the same (future) clients as the ones that are visited or followed by the sales people. It’s the same (future) clients are marketing departments are dreaming of.
Now, if we believe the world is evolving to an individual-centric world, then organizing the GDPR as well as the CRM, website, marketing and sales initiatives around the individual (potential) client, is the first step towards ensuring GDPR initiatives are also customer-centricity stimulators. It’s not too hard to do. It only requires a C-level manager to understand this and ensure the GDPR projects are aligned with sales & marketing projects. And call IDlegcy to ensure the software helps reduce the efforts from managers to comply with GDPR and create a great positive feeling about being a client at their company.