INSUBCONTINENT EXCLUSIVE:
causing a headache if and when we actually needed to delve into it
collected and processed correctly, you can turn it into an experience benefit for your customers, enticing them to return, nurturing them
from initial contact, through to purchase, all the way through to advocacy and loyalty
Here are just a few ways to achieve this:Be clear about how you will use data before you capture it
Data needs to be viewed with other data to make sense of it
What you actually want from your customers is to be able to add their data into your analytical melting pot and for it to spit out
information that will:A) Encourage spend or interactionB) Make your customers feel valued and loyal to your brandTell your customers that,
so they understand how their data helps make your brand better.Know the difference between data you want, and data you needUnder the GDPR
the customer has a right to know why data is captured and what it will be used for
As a mutually beneficial value exchange develops along with trust, you can start to ask for more data at the right time and in the right
Create a list of the data items that you need, separated from what you want alongside your customer journey / customer experience
Gathering it as soon as we can, just in case we might need it
With leaner planning and forecasting processes, manufacturers are less likely to be stuck with a roomful of expensive but defunct widgets
This mentality has to change; ideally customers should volunteer data to personalise or customise their own experience.Have a plan for
exercise the right to decline processing
You need to have a plan for how you will manage these so that you can act promptly and mitigate risk to your brand
Social media and the press will be all over GDPR-related incidents
More importantly, no-one wants to be trending as part of #NotGDPRCompliant.Adopt a service thinking approach - learn to adapt and adapt to
learnFor a mutually beneficial value exchange to work we need to encourage feedback
Service thinking requires feedback loops and agile thinking
Brands are not going to get this right immediately so be prepared to adapt and to listen to your customers
