Strengthen Sales and Branding with GDPR

Fri Oct 13 2017 20:38:55 GMT+0200 (CEST), Christel Friis Conrad

How to meet the demands of GDPR - and strengthen sales and branding at the same time.

The protection of personal data is a reality in all companies next year. This applies to both the personal data the company already has and data coming from new campaigns, sales and services. It is a big challenge for all companies. But done correctly, there is also a great opportunity to strengthen branding and increase sales.

What is GDPR?

GDPR stands for General Data Protection Regulation. It is the name of the new European Data Protection Regulation, which will come into force throughout the EU and the EEA on May 25th 2018. It applies to all companies, institutions and organizations that store data about individuals in Europe - also for companies outside the EU . And also companies working with B2B.

The main purpose of the regulation is to protect the individuals and their personal data. And that's seriously reflected in the high fines for violations - up to 4% of global revenue.

One of the challenges for the companies is to define what information about the customers is covered by the Personal Data Act and which therefore requires permission from the customers. Another of the practical challenges is that companies themselves must be able to prove that they comply with the rules of the GDPR.

Checklist for GDPR!

In the Checklist you can get inspiration from what requirements GDPR places. It is of course guiding and must be assessed and adapted individually for each company.

Troublesome - but also new opportunities for branding and sales

GDPR requires a lot of work, but it is not insurmountable. And basically, GDPR is an advantage to consumers - and therefore also for your customers. As you get control with the various requirements of the regulation, you will win towards your customers. This applies especially to those who come first. For your customer, it means:

  1. A personal and secure access to your own data
  2. Experience of improved data security for own data by the customer
  3. Greater confidence and thus a more loyal customer
  4. A single access to own data in one place and access to relevant and targeted products and services

And for the company, a fully implemented GDPR can mean that:

  1. The company will take a step closer to becoming a data driven company
  2. The company can better exploit the benefits of marketing automation.
  3. The company can increase sales by actively offering relevant products and services to the customer as part of the Customer Preference Center - FlowStacks solution for implementing GDPR. Here shown with example from an automotive customer:
    Preference Center

FlowStack - a customer data platform that also solves most demands in GDPR

The newly developed FlowStack platform is a full customer data platform designed for marketing automation - no matter where data comes from and regardless of the number of systems or channels internal or external. At the same time, the FlowStack platform is GDPR compatible.

So with FlowStacks Customer Preference Center, the company will have a tool that is able to meet several of the requirements of GDPR while increasing the effectiveness of communication with customers and the market. The center allows for a simple way:

  • Customer's right to access own data
  • Customer's right to get an overview of all permissions and to change these
  • Customer's right to correct and update data
  • Customer's right to transfer data
  • Customer's right to be forgotten
  • Customer's right to process data
  • Customer's right to objection

Can you exploit the Customer Preference Center advantages? Find out more

Call me at +45 2949 2641 or email me christel@flowstack.com if you want to find a time for a presentation of the Customer Preference Center or the new Flowstack solution.

Find inspiration to marketing automation and the new platform here https://blog.flowstack.com

Checklist for GDPR

The checklist is indicative and must be customized individually for each company or industry.

When you registrate personal data, you must have a legal basis.

Examples of personal data covered by the new GDPR:

The general definition is that personal data is all kinds of information that can relate to a particular person or can be used to identify a particular person (direct or indirect).

Personal data is, for example:

  • Name, address, phone numbers, ip addresses, email addresses, personal ID
  • Geographical information obtained via eg. geotagging or social media

There are special rules for respectively general personal data and sensitive personal data.

Sensitive personal data are, for example:

  • Data on race, ethnicity, political attitude, religious conviction
  • Data on union association and eg. information on criminal matters
  • Data on gene and biometric data that can identify health and, for example. sexuality

Do you have data that is not used or has not been used for a long time? Then you must decide which data should be deleted and the rules for when it should happen.

What are the requirements for companies?

1. Requirements for customer permission

The customer must give his permission for the company to process and use personal data. The permission must be voluntary, specific and on an informed basis.

Permission from the customer must be given specifically in relation to the personal information in question and shall be separated from other terms. It is for example not possible for companies to integrate the permission in their general terms of use or sales.

If data processing of the customer's data is changed or used for another purpose or by another company, a new permission must be obtained.

2. Customer's right to access data

Customers may require companies to show which personal data they have about each individual.

The requirement for businesses is that they should inform their customers about the types of customer data they hold and continuously collect. At the same time they must inform who in the company processes these data and for what purpose.

The company must also be able to show the customer which permissions they have when they are given and from which campaign or source.

3. Customer's right to correct and update data

The customer must be able to update his data or have it done.

4. Customer's right to transfer data

Customers may also require the company to transfer their personal data to themselves for free and in a machine-readable format.

5. Customer's right to be forgotten

Customers have the right to be forgotten, ie the company is required to delete the registered customer data if the customer requests it. However, certain exceptions to this rule apply, for example, in accordance with the Accounting Act in some countries.

6. Customer's right to processing data

Individuals may refuse to have their data used for data processing.

7. Customer's right to objection

Customer has the right at all times to stop companies from using data for marketing purposes. All use of the person's data shall cease as soon as a company receives an objection. The customer must be clearly informed of this right.

8. Other demands

Finally, the Personal Data Act applies a number of other requirements that are not fully explained in detail in this checklist. There are, for example:

  • Privacy by Design (requirement for data protection to be considered in any development)
  • Impact Assessment (Impact Assessment of Data Processing Risks)
  • Data breakdown notification (Local Data Authorities in case of data security breach)
  • Compliance programs (policies that ensure compliance with the Personal Data Act)

Call me at +45 2949 2641 or email me christel@flowstack.com if you want to find a time for a presentation of the Customer Preference Center or the new Flowstack solution.

Find inspiration to marketing automation and the new platform here <font color="#86C8BC">FlowStack Blog</font>

© FlowStack ApS


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