There has been a lot of negative speculation about GDPR in the media. Scaremongering headlines have shouted about the potential fines businesses could face if they fail to comply. This, coupled with the seemingly arduous tasks of becoming GDPR-compliant means that many organisations are dreading its implementation on 25th May.
It's true that demonstrating compliancy will require some effort; data management and consent processes will need to be reviewed for a start. However, there are also considerable benefits of GDPR that could bring better customer engagement for businesses and more effective marketing. Plus, enhanced security and protection of data can only be a good thing, for all of us.
In this blog, we explore the unexpected benefits of GDPR and look at the positive impact it can have on businesses and how it can improve their relationship with their customers.
If a company is GDPR compliant, or at least has in place the processes required by GDPR, consumers can have faith that their data is being stored and used correctly. This builds trust and can strengthen the relationship between a business and their customers. Consent is also integral to this. Under GDPR, consumers can be confident their data will only be used for the purposes they have agreed to. As businesses become more and more data-driven, consumers are increasingly concerned with how their data might be used. Being clear and transparent with consent is another way to strengthen customer relationships and enhance your company reputation.
The first step to GDPR compliance is to perform an audit of existing data and data management processes, so you know exactly what information your company holds. This may seem like an arduous task, but it could prove hugely beneficial in the long term. A thorough audit will allow you to get rid of any data that is redundant or of no value to the business, leaving you with a better quality database full of useful data. A data audit will also free up valuable storage space - whether digital or in the office- for storing data going forward. Under GDPR, companies must rectify any data that is incorrect or inaccurate if the data subject makes them aware of an error. This should also result in the data you possess being as accurate and up-to-date as possible.
Data leaks are a huge threat to business; consumer confidence in a brand can be permanently eroded, and the financial repercussions can be huge. The most obvious benefit of the enhanced data security that GDPR requires is minimised risk of a data breach. This means less chance of a fine and most importantly, less chance of a damaged reputation. Adhering to GDPR will help your business develop a security-conscious mindset which benefits everyone.
GDPR makes it compulsory for businesses to gain explicit consent from data subjects to process their personal data. Pre-ticked boxes which sign consumers up to receive email marketing, for example, are no longer allowed. This positive opt-in approach has struck fear into the heart of many businesses, but it really shouldn’t. Positive opt-in brings with it a huge advantage: once consumers who don't want their data to be used have opted out, you should be left with a streamlined database of receptive, engaged customers with a genuine interest in your brand. These people actually want to receive marketing communications from you. You can better understand your customers and tailor offers and emails accordingly, instead of pushing products that don't appeal. The result, in principle, should be better open rates and increased conversions.
Often, many different teams within a business access the same data. Working towards GDPR compliance means that teams must adopt standardised procedures and work together to establish those processes. This needs clear communication and creates an environment of collaboration, as well as shared responsibility for data security.
Hopefully, you're feeling a little more positive about its implementation now that some of the benefits of GDPR have been outlined. If your business is wondering about initial steps towards GDPR compliance, Core can perform a compliancy assessment and identify key areas of your organisation in need of attention. We also hold regular free events with more information about GDPR and data security.
If you would like further tips and advice on how to become GDPR-compliant, download Core’s free GDPR checklist below. This useful guide will help you establish how compliant your organisation is at present and identify any gaps in your data protection procedures which need addressing.