WINNING WITH GDPRHOW TO WIN CUSTOMER LOYALTY AND TRUST

FEATURING:Paul Laughlin Customer Insight Expert

Doug Norton Bilsby Global VP Retail and Consumer Products, ForgeRock

INTRODUCING PAUL LAUGHLIN Following 25 years creating value from data for Lloyds, I now help businesses improve their customer insight and CX

• “Health check” diagnostic on your company’s Customer Insight capability (gap analysis).

• Customer Insight Strategy development.

• Conduct Risk and Customer Insight training.

• Consultancy Skills training for analysts.

• Career paths for customer insight roles.

• Leadership coaching, working with customer insight leaders, to realise their potential and maximise team value-add.

• The complexity of your digital customers, sharing the results of our survey.

• The difficulties they experience switching devices/channels.

• What they do as a result.

• The erosion of trust and impact on data sharing.

• Reestablishing trust and the risk of ‘the dark side’.

• Challenges and opportunities presented by GDPR and IoT.

• The opportunity of a Virtuous Cycle of improvement.

• The role of Identity Relationship Management.

• A positive case study.

• Time for your questions.

OUR AGENDA

HOW EASY IS YOUR DIGITAL LIFE?

0%

20%

40%

60%

Easy Satisfactory

How easy was it to achieve what you wanted?

Difficult Abandoned

Multiplelogins

Lostdetails

Resetpassword

Lost pastpurchases

Lostpreferences

NonePoorreccomends

Limitedfunctionality

When using multiple devices, have you experienced...?

0%

10%

20%

30%

40%

50%

Given upon service

Switched toanother

Stopped usingbrand

Shared badexperience

None

When registering/logging-in, have you...?

0%

10%

20%

30%

40%

50%

THIS POOR DIGITAL EXPERIENCE MATTERS EVEN MORE, BECAUSE IT’S ERODING TRUST

Easy

Fully trust

Mainly trust

Some trust

Little trust

Distrust

Satisfactory Difficult Abandon

Variation in Trust Score by CX Ease Rating

1

2

3

4

5

Ease Deals Personalisation Relevance Recommendations

For which would you be willing to share your personal data?

0%

10%

20%

30%

40%

50%

Distrust Little Trust Some Trust Mainly Trust Trust Completely

For which would you be willing to share your personal data? (Split by Trust Score)

0

50

100

150

200

250

Recommendation

Relevance

Personalised

Offers

Easier

RETAIL CONSUMERS EXPECT A SEAMLESS EXPERIENCE ACROSS ALL CHANNELS

In this digital era, consumers are interacting with organisations across different digital and physical channels. They expect the same engagement and seamless experience across connections.

Digital identity is the key in making sure that the consumer can get the same, rich, connected experience and engagement across all channels.

CRM Analytics

Content management

Mobility

Social engagement

Marketingcampaigns

CONSUMER

Consumer DB

Retail partners

Services

IoT (Smart) Products

Web Portal

Apps

Social Media

Phone

Stores

TECHNOLOGY

CHANNELS

WebsiteEngagementcentre

THERE IS A ‘DARK SIDE’ TO NOT CLOSING THIS TRUST GAP

Academic study has found an increasing instance of ‘bad behaviour’:

• Firms using data to manipulate customers (e.g. dynamic pricing).

• Customers sabotaging by providing deliberately false data.

• Customers learning rules and gaming the system through use of false data.

THE WORLD OF DATA SHARING IS ALSO ABOUT TO GET MORE COMPLEX: INTERNET OF THINGS

• Take up is still niche, but growing, with fitness trackers leading way.

• Press scare stories have potential to worsen public confidence in data sharing from devices.

• Winning in deploying ‘smart’ technology will require:

• Use of IoT and Machine Learning.

• User centred design.

• Transparency of data sharing.

• Bose and Apple speaker approaches.

GDPR RAISES THE BAR FOR EVERYONE, ENSURE YOU HAVE FULLY CONSIDERED THE IMPACT

• Clarity on consent (positive opt-in or reason for ‘legitimate interest’.)

• Ease of opting-out (marketing and/or profiling.)

• SAR response times & Data Accuracy expectations.

• Right to Erasure (do you know your data models?)

• Privacy by Design (all future changes.)

• Need for DPO (or if not, clear data governance.)

• Implications for your employees and employment contracts.

• Contracts and responsibility for 3rd parties and data used.

GDPR CAN OFFER AN OPPORTUNITY TO IMPLEMENT BEST PRACTICE:

• Permission-based Marketing (transparency.)

• Customer ownership of their own data.

• Whole business conversation is needed and joined-up planning for success.

GREATER EASE

GREATER TRUSTIMPROVED CX DESIGN

MORE DATA SHARED

THERE IS A POSITIVE ALTERNATIVE:THE VIRTUOUS CYCLE OF DATA VALUE EXCHANGE

THE KEY ROLE OF IDENTITY RELATIONSHIP MANAGEMENT & THE BUILDING BLOCKS YOU NEED

Beyond CRM to IRM, giving:• Easy secure identification/login.• Customer visibility/control of data.• Transparency of use.• Control of their permissions.

Key building blocks to ‘win’ in this world:

• Compliant data capture.

• Access for customers to see/correct.

• Access for customers to permissions.

• Single Customer View (inc. virtual.)

• Personalisation capability.• Ability to manage identities.

CONCLUSIONS, FROM ALL WE’VE SHARED

• Customers are increasingly using multiple devices/channels.

• Poorer digital experience is eroding trust.

• Some switch provider and never come back to your brand.

• GDPR will increase awareness of privacy but few are ready.

• To re-establish trust with your consumers, embrace virtuous cycle.

• Identity Relationship Management can be a key component.