In the era of heightened awareness of personal data privacy, following the introduction of the GDPR, companies need to be prepared for the influx of data access and deletion requests they may receive from interested parties in the coming months (or which they may already be receiving). To meet these needs effectively, humans and technology must become teammates to collaborate and consistently ensure GDPR compliance. But in practical terms, what does this post-GDPR era mean for the business community’s future – especially for marketing and customer service teams?
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Overwhelmed And Unprepared
Since the introduction of the GDPR, there has been an increase in the number of complaints to regulators across Europe, and now people are thinking a little more about how a business might use their data. Companies must be ready to respond quickly to various customer requests. What questions might a company get?
- Why do you have this information?
- I would like to see a copy of all my data
- I want to be forgotten; delete all information you have about me
Some of these requests are challenging, for example, wiping data on all systems within the company. Most technologies are designed to “don’t forget,” and almost every company tends to keep backups of data stored in their facilities. However, for the GDPR, erasing means deleting everywhere. Do you know all the places (physical and virtual) where the data you have collected on a person can be found?
In this nightmare scenario, a business could be challenged by requests from data subjects. If the company fails to respond promptly, it risks high fines. Companies must have processes to handle incoming requests and ensure timely follow-up and resolution. Remember, responding to these needs is not just taking care of the customer but a legislative obligation.
Leverage Technology To Meet The Challenge
Technology can play an important role in helping businesses navigate the troubled waters of the GDPR. Using an automated system helps companies manage the flow of all customer requests and keep it under constant monitoring. Automation also helps companies efficiently retrieve the information required by customers, especially if multiple forms of customer data are maintained.
The Human Touchpoint Is Vital
Amid GDPR compliance regulations, a business has day-to-day business to do on a day-to-day basis. People might request that their data be deleted, but a business must keep accounting records, tax information, and other legal data about its customers. The GDPR takes note of these eventualities. But more than technology alone is needed to determine what data can be deleted and which companies are expected to keep.
The system, therefore, needs help to “do the right action.” The DPO intervenes and formulates a judgment on what information a company must keep and what, instead, can be deleted. Humans and technology must work together to ensure compliance with new regulations. Automating some processes will allow a company to respond efficiently and effectively to customer requests, but human intervention will still be essential.
Using The GDPR To Improve The Customer Experience (Or Customer Experience)
In the age of the Internet and instant global visibility, companies must offer an ever more consistent and consistent customer experience . Businesses should leverage the need to comply with the GDPR to understand the journey of their customers, have true visibility into the data about them, and improve the overall customer experience. The more information is known about the customer, the more the experience can be personalized, and the GDPR allows companies, albeit with strict rules and procedures, to keep this data.
For this reason, the new European Regulation also becomes a real opportunity to carry forward that Customer Experience customization project that you may have put on standby. There are no more excuses! Businesses need to automate their processes for GDPR compliance, and they need to do it now. Using technology to become more efficient and keep business aligned with new regulations will strengthen customer trust and relationships. The more the GDPR is understood, the more the potential will grow for greater automation, which will be supported by human intervention, especially for defining key processes and decisions.