How will GDPR impact CX in the future, and are tactics like personalisation still possible in a GDPR world?
Customers have long been used to sharing their personal information, whether it’s paying bills, getting their shopping delivered or sending emails for example. However, with stories of data misuse dominating the media in recent months, consumers are becoming increasingly sceptical about who they share their information with. While stricter data protection laws such as GDPR have been put in place to elevate some of their worry, marketers are finding themselves torn between driving better CX, and ensuring regulatory compliance. To get around this, they must become smarter with the data they collect, both in terms of how it’s obtained and what insights it offers. For example, under GDPR, consumers must now actively opt-in or ‘consent’ to marketing communications, helping to eliminate individuals who have no genuine interest in the brand. In this sense, GDPR is a mutual opportunity for both parties – consumers who entrust their data will be rewarded with the personalised communications they have come to expect, while businesses will benefit from an increase in sales and the likelihood that new customers will be willing to share their data going forward.