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GDPR with CIAM: THE devil is in the details

The EU General Data Protection Regulation (GDPR) has been in effect since May 25, 2018, It fundamentally changes the requirements for the processing of personal data and gives EU citizens significantly more control over their personal data – no matter where and how it is processed. Organizations around the world must respect certain guidelines on how to deal with the personal data of EU citizens. Anyone who does not fulfils their obligations risks a fine of up to four percent of the annual turnover achieved worldwide or 20 million euros. With that being said, still many the technical requirements of the EU General Data Protection Regulation seem difficult for companies to implement. An overview of what they are and how Customer Identity & Access Management (Customer-IAM or CIAM) paves the way to compliance.

GDPR with CIAM: THE devil is in the details

The articles of the Basic Regulation essentially define how data is collected, stored, accessed, modified, transported, secured and deleted. So, in the age of digital change, companies must find the right balance between compliance with the legal requirements on the one hand and effective customer care on the other.

 

Not only they must give data subjects extended opportunities to have a say in what happens to their personal data. But also, the person responsible requires documented consent from the data subject for the collection, storage and use of the data. Thus, all personal data must be secured using appropriate technical and organisational measures, depending on the probability of occurrence and the severity of the risk. Here below are few main issues that companies are faced with on the road to compliance:

 

  • Insufficient consent of the data subjects: The previously required basic level of consent to data use, including the opt-out procedure, is no longer sufficient under the provisions of the GDPR.
  • Data silos: Personal data is often stored across multiple systems – for example for analysis, order management or CRM. This complicates compliance with GDPR requirements such as data access and portability.
  • Lack of data governance: Data access processes must be enforced app by app via centralized data access policies. These policies are designed to give equal weight to consent, privacy preferences, and business needs.
  • Poor application security: Customer personal data that is fragmented and unsecured at the data layer is vulnerable to data breaches.
  • Limited self-service access: Customers must be able to manage their profiles and preferences themselves – across all channels and devices.

 

A robust Customer Identity & Access Management (Customer IAM or CIAM) solution are able to solve many of these seemingly insurmountable problems in no time.bThese solutions are able to synchronizes and consolidates data silos with tools such as real-time or scheduled bi-directional synchronization, the ability to map data schemas, support for multiple connection methods/protocols, and built-in redundancy, failover and load balancing.

 

CIAM solutions also facilitates the collection of consent across multiple channels and allows searching for specific attributes. Along with enabling mandatory enforcement of consent collection based on geographic, business, industry or other policies, they also offer the customer the opportunity to revoke their consent at any time. CIAM solutions give customers the ability to view, edit, and assert their preferences across channels and devices through pre-built user interfaces and APIs.

Most of the time these solutions include numerous centralized data-level security features, including data encryption in every state (at rest, in motion, and in use), access to recording restrictions, tamper-proof logging, active and passive alerts, integration with third-party monitoring tools, and more more.

 

In this way, a suitable CIAM solution helps to put many technical requirements of the GDPR into practice. And it even goes beyond the requirements of the basic regulation to create safe, convenient and personalized customer experiences – the basis for trust and loyalty.

 

Sources:

Règles pour les entreprises et les organisations

 

How to Deliver and Outstanding Customer Service in 2020

Customer Satisfaction 2020

 

Customer satisfaction is defined as a customer’s overall evaluation and experiences made with a certain business concerning its given products, the sales process, and the after- sale service. This overall satisfaction has a strong positive effect on customer loyalty intentions across a wide range of product and service categories (Gustafsson, 2005).

 

What a company thinks its customer wants is not necessarily the same as what they think they have to offer or they actually are offering to enhance their customer’s experiences (Hubert Rampersaud, 2001). In order to remain their positions and become the trendsetter in the new decade, companies must be careful enough if they are wondering what will affect customer experience (CX) or customer satisfaction in 2020.

 

A study by the American Society for Quality shows that 67% of customers leave a company because of an attitude of indifference on the part of a company employee, 22% leave a company because their loyalty isn’t rewarded, 34% of customers leave because of dissatisfaction with the product, 10% of customers leave for other reasons (death, relocation, etc.) and 99% of customers leave because of competitors and they believes that you don’t care about them.   Therefore, improving and personalizing customer experience is the top priority for over 55% of companies.

 

In order to have a continuous improvement of customer satisfaction, companies must respect a 4 steps cycle which starts with listening to voice and needs of customers then analyzing their comments, developing actions and at the end implementing. And to achieve a thorough customer satisfaction, companies need to implement good working condition for their employee’s satisfaction, which then will lead to loyal employees and by preparing all this, good production would be followed which will be influenced on customer satisfaction and retention by making them loyal.

 

More and more companies are implementing automation in their process for cost reduction related with customer services ‘human’ agents but a report from Forrester “Customer Service Chatbots Fail Consumers Today” shows that just 63% of consumers are satisfied with their experience with a chatbot”. Humans are still crucial to the service aspect of 2020 digital CX. They must work in collaboration with chatbots to provide the best customer experience possible.

 

Sometimes the key to your customer’s heart lies not so much in giving them what they ask for, but in anticipating what they will need and giving it to them before they ask. And you can do that by putting yourself in their shoes. Think about your memorable experiences that you’ve come across while shopping for a car, furniture, coffee, service etc. What needs and emptions you had while making a big purchase and how a company helped you or could help you to minimize your fears, make you feel appreciated and valued?

 

According to Accenture, 75% of consumers are more likely to purchase from a company that knows their name, their purchase history, and/or recommends items based on their purchase history. So, if you can guess and anticipate meeting your customer’s needs before they even know they need them, a greater success in achieving customer satisfaction and loyalty along with an enormous edge over any other competitor in your industry is guaranteed.

 

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