GDPR & Compliance
What makes Kudos different? We are not ignoring the fact that GDPR & privacy legislation will change data marketing in Europe forever. And that’s not a bad thing. Consumers need to control their Consent, their data and it’s usage. We are working with our Clients to provide future-proof Consent solutions.
After May 2018, Consent will be a prerequisite of doing business with your prospects and customers. Maximising opt-in rates will open up a new Marketing front that requires consent statements to undergo rigorous testing and roll-out processes. Consent requires segmentation and analysis – just like the rest of your Marketing campaigns.
Too many companies are still seeing GDPR compliance as a legislative and systems change. Yes GDPR will require systems and processes to change to comply with the legislation. But that is far too simplistic and totally misses the MUCH BIGGER PICTURE.
GDPR Means Cultural Change
GDPR means the way you do business with your customers and prospects changes completely. It means more openness about what your business does with a person’s data. It means turning the current DPA model on it’s head and putting the consumer in control – they decide what you do with their data. No longer can you (the business) hide behind wishy-washy, tenuous legal speak, hidden away in the bowels of your T&C’s. You need positive Opt-In – no more automatic opting-in of individuals.
Over the next 12 months, companies will inundate their customers and prospects with requests to use their data to communicate with, market to and undertake processing to deliver their products and services. Remember, as a general rule – NO CONSENT = NO COMMUNICATION in the post GDPR world. So forget which creative treatment or strapline pulls the best response. Before you can test the creative or the strapline, you have to get the consumer to agree for you to communicate with them by a preferred channel about a specific product or service. Only then can you even start to think about the offer/creative/strapline/pricing, etc.
The public need to understand that GDPR is a positive change that has been introduced for the consumer’s benefit and because the consumer wants it. The public is jaded by junk mail, nuisance calls and spamming. They want it to change and they will appreciate and value the brands that clearly give them choice and control. To quote the ICO “Doing consent well should put individuals in control, build customer trust and engagement, and enhance your reputation”
GDPR – A Positive Vision
Consumers will appreciate and value the brands that clearly give them choice and control. If done well, those brands will then generate a higher level of engagement and loyalty from the customer/supporter/stakeholder base. By opting in, a consumer is showing the highest level of interest in your cause, product or organisation. That is gold-dust! It is the best way to do a value segmentation of all consumers who touch the brand in some way – if they opt in, they are interested and you should focus your effort on them. So whilst GDPR will result in a smaller active customer/supporter/stakeholder base than pre-GDPR, the base will be of higher engagement and probably higher value than the current average. That means lower campaign and admin costs and higher responses. That equals improved ROI. And that is a good thing for all involved. Kudos provide consultancy services including Landscape & Data Auditing plus Best Practice (Maximising Opt-In)
BE ONE OF THE BRANDS WHO “DO CONSENT WELL”
Kudos are working hard to make our clients “do consent well” and to become one of the trusted brands in the post GDPR world. The Preference Centre is used by the Fundraising Regulator to manage the national Fundraising Preference Service. It is used by the Canadian and UK governments, plus various UK charities and commercial organisations. We believe there is no better recommendation of the solution than it’s user base!
Sales & Operations Director, MIB
Commercial Director, DBS
Group Marketing Manager, Bauer Media
Campaign Manager UK, Brady Corporation
Data Scientist, Everton Football Club