In today’s competitive marketplace, finding your business’s differentiating factor can be a challenge. GDPR offers organizations the chance to stand out from the crowd by proving their trustworthiness with consumer data.
We live in a world dominated by the threat of fake news. Combined with disintegrating brand trust and shifting attitudes about data privacy, and it’s clear that GDPR has arrived at the right time.
But while many organizations see GDPR as a complicated and burdensome piece of regulation, there are those who see it as an opportunity. Get it right and you can build and leverage your trust equity with consumers.
Simply put, GDPR offers organizations the chance to prove their trustworthiness by showcasing their security credentials and their transparency towards how they handle customer information.
Here are a few things which businesses can action straight away to start building that trust equity.
GDPR requires businesses to state clearly how they intend to process/control use customer data. This is where you can plant your stake in the ground. Start by rejecting the legal jargon used by millions of businesses and tear up your multi-paged data collection terms and conditions. Use Plain English instead to describe your plans and the steps needed for an individual to give consent.
By being simple and direct your brand will benefit. People prefer to be spoken to clearly and honestly. Use GDPR to inspire change in how you talk to your customers.
The days of catch-all email blasts are over. We live in a digital world and there’s no excuse for organizations not to consider the online customer journey. Brands who show how they use behavioural data to serve up relevant content at the various touch points of the customer’s journey will win business.
Demonstrate an understanding of GDPR requirements by putting the customer first and delivering them what they need at the right time in the right place in the right way.
As it stands, there is no certifying body for GDPR. Organizations don’t yet have to prove compliance. However, that is likely to change.
The EU is encouraging member states to set-up their own certification systems. For example, the Information Commissioner's Office (ICO) will likely oversee any introduction of accreditation in the UK. This matters because once there is a certification body, those organizations who aren’t certified will see their rankings – in consumer trust as well as on search engines – suffer.
And don’t forget to check whether your supply chain members are fulfilling their GDPR obligations. If they’re not then it’s your brand that will suffer, not theirs.
GDPR was born out of a concern over consumer trust. Don’t view the forthcoming regulation as red tape. Use it as a marketing tool to show consumers that your brand can be depended on. Don’t be afraid to shout about it, using language your customers understand. Wear your GDPR compliance as a badge of honour and show the world you care about their data.
Click here to visit our GDPR page for more information
Click here to read our previous blog: 'GDPR - Compliance Checklist'