In our previous post, ‘GDPR and Data Security’ we discussed the importance of complying with the new regulations by storing and protecting your clients’ and customers’ data or face the wrath of fines and a damaged reputation. But what do you do when you regularly rely on data and are concerned that people will continue to opt out of your communications? What can you do? We look at how marketers can regain trust and attract and keep new business all the while staying within the lines of GDPR.
‘’68% of consumers don’t trust brands to keep their personal information secure’’ Gigya
Firstly, let’s look at how GDPR may have impacted your business, and the rights that customers and clients alike now hold:
So, how do you get around all these roadblocks that may be hindering your marketing activities? We suggest you implement the following:
Expand The Options Beyond All Marketing Activities.
Data access and permission revolve around consent, and it’s now all too easy for people to opt out of all of your communication with them. However, when some, if not most of it may be irrelevant, can you blame them? Defining your key messages and offerings, separating them out and allowing customers the options to opt in to different business functions will not only retain customers, but strengthen those segments or communities through more relevant and targeted content. Simply asking customers what they’re interested in shows respect for their time, and allows you to send them information they’d actually like to receive.
Be Open And Transparent About Data Usage.
You need to be honest and open about who your company is and how you’re using data, so that customers are assured that you’re treating it with care and respect, and that breaches are unlikely, or will be handled professionally. State why their data is necessary for your work, emphasize your protective data centres and tell them about the benefits the research will give them too. People know they’re being marketed to, but it’s a lot less irritating when they’ve been included in the process, and will likely lead to greater engagement levels.
Respect The Right To Be Forgotten.
Unfortunately, there may be customers who will cut ties with your business, and you will have to delete and remove all data that relates to them, otherwise pay some serious fines. If you store data in various places, then this can create further issues. To keep track of this, integrating a CRM platform that holds the consent records of all your customers will ensure you’re not badgering those that have opted out for good, and will make finding specific data easier for future reference.
We are experts in data security and can benefit your business in the following ways:
Call Infinitel today on 0333 996 0029 to discover more about our data centres, and how to ensure you are GDPR-compliant
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