What Will Customer Experience In A GDPR-World Look Like?


What Will Customer Experience In A GDPR-World Look Like?

by Giselle Abramovich

Posted on 06-20-2018


Anudit Vikram, SVP, Audience Solutions, Dun & Bradstreet

Though the implications of GDPR are wide-ranging, B2B organizations can take solace in the fact that the net impact to their customer engagement / marketing strategies may be not as fundamental as it appears at first glance. While some complex personalization tactics may be diluted due to the restrictions on user level data, businesses can still continue to market based on account level data. A material enough percentage of a B2B organization’s interaction with their prospects and customers can be carried out by mapping anonymous individuals to accounts using a consistent, persistent account level identifier.

Gladys Kong, CEO, UberMedia

In today’s age, balancing trust with personalization is something that any marketer handling consumer data must regard as a business imperative. GDPR implementation has granted consumers more access to their personal data and has shifted power back in their direction. Marketers now must find ways to do more with less when it comes to data and their customer’s experience.

This change offers businesses new opportunities to increase their consumers’ trust through increased transparency while also opening doors for new business and enhancing customer relationships. In this new data “ecosystem,” businesses are now looking at customer engagement across an entire life cycle, not just in segmented campaigns, essentially turning their “big data” systems into smart data systems. And as such, consumers are likely noticing smarter re-targeted web ads, more specific direct mailings and hyper-local promotions that [are] likely catch their eye.

R “Ray” Wang, Principal Analyst And Founder, Constellation Research

The introduction of GDPR on May 25, 2018, by the European Union has been mostly met with fear and compliance by the marketing community. However, the advent of “guard rails” for marketers should also bring great opportunities to improve the world of customer experience. Why? GDPR sets the rules for a world of data protection and anonymization for the individual, gives back opt-in permission to the individual as the default, provides transparency on how data is accessed, and grants an individual the right to be forgotten.

Consequently, the future of marketing will focus on creating contextually relevant content that will engage prospects and customers to share more personal data in exchange

Topics: Insights & Inspiration, Experience Cloud, Digital Transformation, CMO by Adobe

Products: Experience Cloud, Analytics