The changing face of modern legislation
Customer experience has been regularly described as the major business battleground with organisations in all industries clamouring to differentiate through the art of bespoke customer communications. But another major force is impacting their ability to deliver against the modern buyer’s expectations. Namely, legislation.
Despite widespread demand from buyers for bespoke business engagement, people today are more aware of their digital footprint than ever before. According to GlobalWebIndex, 1 in 4 are now worried about the internet eroding their personal privacy, a figure which has risen from 13% in 2013. It’s no surprise that people are feeling uneasy either, with high profile data breaches dominating the news for the last year including Facebook’s Cambridge Analytica scandal which saw the social media behemoth fined €560,000. As a result, tougher legislation such as the EU’s General Data Protection Regulation (GDPR) is being introduced, forcing organisations to be more transparent about the data they hold, and more diligent about how it is protected. In the case of Facebook, had the GDPR already been in force the company could have lost up to €1.6 billion.
Despite the pressure of such crippling punishment for firms that do not adhere to the new legislation, nearly a third of organisations still do not feel GDPR-compliant – even with May’s compliance deadline now a distant memory. What’s more, well over half of businesses don’t feel that they would be financially prepared for GDPR fines which begs the question of how far they are willing to go to personalise their communications. Of course, personalisation and legislative compliance are not mutually exclusive. But with the microscope on responsible data usage and open requests for information available to everyone, the new rules have left many businesses struggling to meet both customer demands for both privacy and a personalised customer experience.
More specifically aimed at the marketing function, the proposed ePrivacy Regulation (ePR) is further evidence of the governing authorities taking greater control of the data / personalisation divide. By directly tackling specific communication channels such as email and SMS, the legislation builds on the GDPR and cracks down on cookies and unsolicited contact.