Brace yourself. GDPR is coming. Whether you’re ready or not. And if you’re not ready, we’re way ahead of you.
For years, businesses have been ‘tricking’ customers into opting in to all sorts of unwanted marketing communications via pre-ticked boxes (yes, I’m looking at you, you, and you). Such a ‘clever’ way to collect customer data, huh? But with GDPR (that’s General Data Protection Regulation), that’s no longer allowed. Neither is a heap of other stuff businesses used to get away with.
We welcome GDPR with open arms, as it gives more control to customers about how their data is used. Our customers’ best interests are at the heart of everything we do at TotallyMoney, and GDPR gives us another useful set of guidelines to help ensure we keep putting our customers first. This is how:
The 10 Commandments of GDPR
- Thou shalt give customers the right to withhold consent for their data to be processed.
- Thou shalt ensure that all data collected will have a purpose.
- Thou shalt not keep any data longer than necessary.
- Thou shalt not change the use of data from the purpose for which it was originally collected.
- Thou shalt delete any data at the request of the data subject and always give customers the right to be removed from thy database.
- Thou shalt not send out any marketing communications customers have not given their consent to receive.
- Thou shalt always be transparent and use simple language when asking for consent to collect personal data.
- Thou shalt explain exactly what personal data thou art collecting and how it will be used and processed.
- Thou shalt not use pre-ticked check boxes to ask for consent to send marketing communications — thou must put customers in control of what they do, and do not, want to receive.
- Thou shalt comply with GDPR to the best of thy ability or else the ICO will smite you with a mighty fine of €20 million or 4% of your company’s annual income (whichever amount is largest). Frankly, no one wants that coming up in their performance review.
So, what does all this mean for us marketers? With GDPR raising the bar for consent, more focus must be placed on providing value to customers.
We will have to work harder to attract customers and earn the right to speak with them. We must treat our customers’ attention with the respect it deserves with better, more creative and thoughtful marketing methods.
GDPR is like a marriage contract between customers and businesses. Our job is to ensure that they say: “I do”.