The new privacy regulation in Europe, which is called the General Data Protection Regulation, has now been adopted and started to take into action. This regulation will have strict demands on the way by which companies gather, store and control personal data. If you are not used to GDPR, you should learn to know now.
GDPR, specifically, offers citizens living in the EU more control over their personal data and makes sure their data will be secured properly throughout the region, no matter where the data processing would happen in the EU or not.
Personal data here means a name, email, address, date of birth, personal interests, identification details and so on. In other words, this is the kind of data that you save in your customer relationship management system. If you suppose that GDPR only has influences on big entrepreneurs, you are wrong. If you are utilizing a database in order to save your customer information, you should turn your attention to GDPR.
According to a survey from the Global Alliance of Data – Driven Marketing Associations, over 90 percent of companies make use of data bases in order to store information of their customers or their prospects. Thus, GDPR affects companies and organizations no matter how small or big they are.
The importance of GDPR
GDPR comes with three major areas that every company should take into consideration, including the GDPR regulation, the systems you are taking advantage to save your customer data as well as the legal aspects of the regulation and how it would influence your personal data handling process.
If you are using a customer relationship management solution, it had better support gathering and managing personal data in a proper and safe manner. When it comes to the regulation and understanding of the legal information and privacy rights made in the law, it is highly recommended that you should look for legal advice and read GDPR resources in order to make sure that your business is compliant to the law. Your national data protection authority also has helpful descriptions and guides on privacy. You should take a careful look to learn before using customer data.
By what ways a customer relationship management can support the process of GDPR compliance?
GDPR has had a big influence on how businesses gather, store and secure personal client data. In other words, GDPR affects marketing campaigns as it can change sales prospect and it asks for change in customer service departments because all personal data should be dealt with in a professional way.
A good news to here is that both GDPR and customer relationship management are rather similar because both of them will be able to build deeper trust and loyalty with all clients, both new and current ones, via the professional process of dealing with personal client data. Following are the major features regarding compliance.
The first key feature is the privacy by design. Both GDPR and privacy management have a relationship with each other. Privacy does not mean something which is put to a current app. Instead, it will be constructed into the major architecture and function. The second feature would be privacy data lifecycle management. As you may not know, GDPR comes with eight basic rights. These rights will be delivered to users in order to save their private lives while managing their digital footprints after taking advantage of apps and services based on the Internet. These rights will create openness, generate control and trust between the parties. The final feature is to control personal data with customer relationship management. Customer data, which goes with customer relationship management, is also called personal data. There are different types of data so there will be various rules to be applied for each kind of data.
For instance, basic data such as names, titles, addresses, phone numbers are general data and can be open to all staff in your company. On the contrary, highly vulnerable data like tax information, bank account information, personal agreements as well as contracts should be secured more and can only be approached by relevant users.
The three customer relationship management features by which you can control your data
As you may have known, the number of GDPR features will keep on evolving in the year. However, there are some new features that have been available long before. These features are consent management, subscription management and bulk updates.
Let’s begin with consent management first. GDPR will ask entrepreneurs to have a right purpose when they need to gather personal information. This purpose should be supported by a legal basis. In terms of legal basis, this would be a contractual obligation for saving and making use of data or that explicit consent has been give. Whenever that consent is made use as the legal basis for gathering and saving personal data, GDPR will demand that an organization should prove that consent has been granted by a user.
For each contact you gather, you can digitally record consent, confirm the legal basis that you want to store that data, save the source from which you have received the consent as well as store when and who has updated that data.
The second feature is subscription management. Even if a contact has given his or her consent to get marketing emails from a company, he or she should gain the right to object or choose to receive marketing information in the future, according to GDPR.
For instance, in Super Office, customers are able to decide what kind of data they would like to receive, such as updates, white papers or product training instructions and vice versa. They can determine which type of content they do not want to receive. In other words, your company can send emails to the right targeted customers depending on their preferences, which GDPR encourages companies to do in terms of email marketing. We also call this segmented email campaigns, which are truly ideal for improving the marketing results.