GDPR and customer experience

Keith Schorah
Managing Director
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There’s just a few weeks to go before the General Data Protection Regulation comes into effect, with every organisation that handles customer data considering the impact and preparing for change.

So, what do you need to know about the impact GDPR will have on Customer Experience?

It’s been well documented that GDPR will completely change the way we interact with our customers, but it may come as a surprise that this is an opportunity that some savvy organisations are already embracing.

It’s an opportunity to completely transform customer experience – with focus on improving the customer journey.

In the age of big data, organisations can freely store structured and unstructured data across various parts of a business. At the same time, there’s been an increased demand from customers for personalised experiences from companies.

Firstly, GDPR champions data to be accessible on one platform to enable teams to support data requests, deletion and reporting on data. This means GDPR gives marketing an increased leverage to focus spend on compliance, with focus data value management.

By identifying what looks ‘correct’ and asking where the value is in different data sets, businesses can start to effectively measure their data strategy, which in turn means they will make more use of data to improve the customer experience.

Furthermore, ‘big data’ can turn into smart data when organisations begin to ask themselves why they want it and what they are planning on using it for.

Secondly, this is an opportunity for companies to lead the way for a new level of transparency and trust. As customer experience is the new battleground, it’s clear data is key to winning the war.

GDPR is the perfect time for businesses to rethink their data approach and the enhanced customer experiences it allows. In the long-term, the businesses that embrace this will emerge with a competitive advantage over those that don’t.

As customer behaviour patterns continue to evolve, the likelihood is that their interests will remain the same. The brands they become financially and emotionally invested in don’t necessarily need to fall-away because of these new consumer trends.

If organisations have the right level of trust, their customers will choose to share their new behaviours and preferences, knowing that they will protect and respect their personal data.

CX technologies enable companies to integrate these diverse data sets, connecting, tagging and annotating them to enable more value from the data while also optimising time and costs.

Think about adopting a CX software that can be integrated into your business to show the customer journey with your organisations transparent, concise data.

First published:

About Keith Schorah

About Keith Schorah

Managing Director at Maru/Syngro - passionate about enhancing customer experiences.

Maru/SynGro is a leading Customer Experience technology company providing next generation Customer Experience reporting, analytics, and performance management software to empower enterprises with the customer insight they need to drive profitable action. Our global clients integrate omnichannel customer feedback with financial, operational, and CRM data to make business improvements of unambiguous value.

Our clients collect and act on customer insight from more than 80 countries and in 30 different languages.


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03rd May 2018 15:44

thank you for the article. I also found quite a good explanation on eWay-CRM's blog - I found it useful for GDPR beginners and SMB people.

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