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GDPR 101: Right to be Forgotten

An educational series on the EU's soon-to-be-implemented General Data Protection Regulation (GDPR)

Over the course of this series, we've written quite a bit about the rules that govern company-consumer relationships under GDPR. But what happens when a consumer wants to end their relationship with a company?

Moving forward, EU citizens will hold the "right to be forgotten." In certain circumstances, consumers will be able to request that companies destroy all records related to them. Having done so, the burden of proof will lie on the company in any instances where records must be stored or maintained to comply with other, superseding regulation.

Even in instances where all data can be destroyed without repercussion, doing so is much easier said than done. Companies with siloed data storage systems, whether by division, language, geography or something else, will have to track down everything related to that customer and prove that it has been erased.



EU citizens right to be forgotten underscores the urgent need for centralization of customer data inside companies along with accurate causation, transition and changed state records to track down every last trace.

For more informative videos about GDPR, click here, or to view a full webinar on GDPR and consent capture best practices, click here.




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.


Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Does Your Brand Experience Align with Customers’ Voices? Elizabeth Arden Shows How

"Our leaders quickly realized that before we could use digital to transform our customers and the world, we needed to transform ourselves." This according to General Electric Co. CMO, Linda Boff, "Over the last few years the company changed its way of doing business at every level." And, per Boff, "When we apply these technologies in our teams and facilities, our customers and markets can reach their potential."

"Listening" has been the industry buzz word for years and is key to building relationships for both BtoB and BtoC businesses. And although many companies have put in place extensive systems for "listening" very few are responding to what they are "hearing."

So, the action companies must take is to share customer listening insights across all departments involved in product development and marketing. They must ensure that the actual brand experience and products align with BtoB and BtoC customer's voices.

Elizabeth Arden Goes Inside to Get Insights
Going beyond traditional focus groups has been a strategy for beauty company, Elizabeth Arden who looks to their "Arden Insiders," insight community of more than 4,000 women, to inform the direction of innovation and critical product and design decisions. Utilizing consumer opinions and feedback, the company can make educated decisions to stay aligned with consumer sentiment.

Celia Tombalakian, the senior director of global insights and product development commented on their new customer-insight driven marketing, "…[The] Customer intelligence platform allows us not only to identify our customer's likes and dislikes…but to stay current on who she is and where she is going from a beauty point of view—typical focus groups or questionnaires just can't capture this."

The company uses this insight group to test copy, print ad concepts, promotional offerings, product claims, model photography, and branding and new product ideas. The feedback drives decisions on all aspects of creative and design. Per Tombalakian, "We launched our community as a one-year pilot and within the six months we were discussing plans for geographic expansion. The ROI was very apparent to all stakeholders."

The company uses real time feedback on initiatives they are working on through their Arden Insiders insight community customer intelligence platform. Noted Tombalakian, "Arden Insiders transformed how we are making many decisions…this is critical because they can weave [the customer] point of view through all stages of product or program development rather than just key junctions."

The company also implemented a dedicated market research and customer insight department to assure that their customers' voice is incorporated in all decisions. Tombalakian summed up the investment payoff, "We launched our community as a one-year pilot and within the six months we were discussing …expansion. The ROI was very apparent to all stakeholders."

Use Insights to Connect
Findings from 15,000+ hours of VoC research interviews indicate that customers want deeper engagement throughout their brand lifecycle. This means that marketers should utilize Voice of Customer (VoC) insights from your customers and prospects to improve their experience during all these key points: acquisition, activation, loyalty—and critically, deepening the relationship.

Here are a few quotes from recent VoC research to consider as you develop your strategies:
"When a supplier proactively works to understand my needs, we can develop a personal connection. That forms the basis of a long-term relationship that will remain when we are approached by their competitors or have the occasional problem with their solution."

"I appreciate you asking for feedback and clearly listening and taking action based on what we are saying. Very few companies ask for our opinions regarding how they can get better and what I would like to see them do. That’s cool. It means you are trying to get bigger and better."

It's not just BtoC companies that are seeing results from customer listening, BtoB brands such as GE have devised campaigns to target niche audiences to gain insights on sentiment. GE's #CC9900 GEEKS GO campaign connected with coders in a challenge environment on social media that used a game-style conversation to spark interactions.

Make Listening an Everyday Marketing Practice
In a research report by Wharton, Listening to the Online 'Voice of the Customer', the following points were cited:
  • Large online customer discussions boards carry the potential to revolutionize the world of market research, offering businesses a massive and free data base of what customers think about their products.
  • Traditional surveys and focus groups are flawed because the process of identifying the specific product attributes in a customer survey [are] typically guided by company marketing managers, [and] often ignore issues being raised by customers. In addition, focus groups might not always reach the most passionate and engaged customers who are voluntarily discussing products and brands on the Internet.
  • [There are] "unseen attributes of a product" – that is, issues that buyers are discussing which executives back at the headquarters are not even aware of.

The takeaway for brands is that actual customer sentiment needs to be a prime focus and that listening (rather than assuming or modeling) must become a regular part of everyday marketing practices.



About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

GDPR 101: What is GDPR?

Many marketers and customer experience professionals have heard the acronym – GDPR. But what does it mean? And why are so many people talking about it?

GDPR stands for "General Data Protection Regulation," the EU's new universal standard for consumer privacy and data protection. It will go into effect on May 25, 2018 and that means it's time for any company that communicates with EU citizens to start getting ready.



Understanding GDPR begins with a very simple premise: it standardizes certain regulations across all member nations. That's a good thing given all the competing languages and rules that exist today. From there, it gets a little scarier for companies that need to comply. Central to the regulation is a high standard for consent and fines as great as 20 million euros or four percent of total worldwide annual revenue, whichever is larger.

"Wait a minute," you may be thinking, "I work for a US company with US employees and customers so this doesn't apply to me."

Are you certain that every single email address in your database belongs to a US national living outside the EU? That all of your company's vendors, partners, contractors and service providers are outside the EU? Unless you can verify complete and total non-involvement with EU citizens, GDPR will likely affect your company.

For more informative videos about GDPR, click here, or to view a full webinar on GDPR and consent capture best practices, click here.




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.


Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

ICYMI: Preferences, Privacy and Personalization in the News

Walmart Is Looking to VR to Prep Workers for Black Friday

In preparation for the holiday season, Walmart is adding virtual reality training to 30 of its training centers to help employees experience a real store environment, massive crowds and long lines. The virtual experiences can help train those who may be familiar with the store already, but who haven't yet experienced a holiday season in-store yet. The company says they'll roll out the virtual reality training to all of its 200 training facilities by the end of the year. Click here to read more. 

Customer Records For Millions Of Verizon Wireless Subscribers Exposed

A cyber security firm says that it found millions of Verizon Wireless customers' data on an unsecured web server. The data included names, addresses and personal identification numbers associated with the accounts. Verizon is investigating the breach but disputes the number of customers affected, stating it was closer to 6 million than the firm's estimate of 14 million. Click here to read more. 

Try, Then Buy? Amazon's Move Is Part of a Shopping Trend

Amazon's recent announcement that they'd allow Prime members to order, receive and try on up to 15 items for a week without charge, made consumers take note, but the trend was in effect already. Online boutiques catering to consumers offer personalized shopping assistance, few or no upfront charges, and other time-saving measures that leverage technology. Click here to read more. 

Pandora Is Teaming With Foursquare to Show Its Advertisers Whether Their Campaigns Drive Offline Sales

Thanks to 2.5 million Foursquare app users who opt-in to share their location at all times, the Attribution by Foursquare service is able to share the information with Pandora advertisers. Retail and food clients get access to geo-based data like store visits and foot traffic, as well as reach numbers as they pertain to impressions and devices. Click here to read more. 

Your next Android might come with a 'panic button' to exit shady apps

For those that click with abandon, technology may be on its way to add a bit of extra security in case of poor decisions. Reports indicate that Google has added a feature to its smartphone software that would allow uses to quickly exit worrisome apps. Once a user realizes they've clicked on something unsafe, the panic button would allow the app to shut down. Click here to read more.

 









Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Head Of Neiman Marcus' iLab Answers 4 Questions For Marketing Innovators

Scott Emmons is focused on innovation for the Neiman Marcus Group (NMG), where he is responsible for evaluating, designing, testing, and piloting cutting-edge technologies and applications for luxury retail. Emmons founded and built the Neiman Marcus Innovation Lab (iLab) in 2012, which has grown to become the company's hub for innovation projects and has earned a world-class reputation for retail innovation. Recent innovation projects include Memory Makeover, connected fitting room technology, intelligent mobile phone charging stations, and voice-controlled sales associate communicators.

Emmons recently participated in our "4 Questions for Marketing Innovators" series.

1. What is one marketing topic that is most important to you as an innovator?
I would start by saying I am not a marketer. However, after being given the opportunity to help create the Neiman Marcus Innovation Lab, it didn't take long to figure out that marketing was going to be one of the most important partners when it came time to introduce new technology into the retail customer experience. One of the biggest contributions that the Innovation Lab has made is that it has helped open doors between IT, marketing, and other areas of the business. It has also allowed for a much more collaborative relationship to evolve. The most important topic has been solving problems for the customers. It is a topic that is always top-of-mind throughout the retail organization.

2. Why is this so important?
For one thing, it has allowed me to focus on the fact that we are in the luxury retail business. The most important thing everyone does at Neiman Marcus is contribute to our customer's experience, making sure it is the best one possible. I am a retailer first and a technologist second. In IT, we have to be great at delivering information services to our business partners, but our customer is first and foremost. It is possible to lose track of that in the day-to-day activities of keeping everything humming along.

"Customer first" is not just a checkmark on a review form; it is what has driven the Neiman Marcus brand for 110 years and is what will take us through the next 100 years. I believe the iLab has played a role in helping us maintain that customer focus in this time of constant change. By making experimentation with new customer-facing technology available and applying it in ways that make the customer experience better, I believe our innovation program has helped the IT organization evolve from order takers to business partners that are part of the ideation and innovation process. That, in turns, means we can better position resources to support initiatives and to be able to say yes a lot more often when asked to support new capabilities. The innovation program is allowing Neiman Marcus to be first to leverage the latest and greatest technology and help drive our reputation as an innovative retail technology leader.

3. How can this improve the customer experience?
This translates into a more agile organization that can build and deliver new capabilities for our customers at a much faster pace. Given the ever-increasing speed that change and new technology is being introduced, it is only natural that the business has had to adapt to meet this challenge. Removing the internal silos allows us to be better and faster at delivering a cohesive and compelling experience to our customers. It allows us to bring the right resources to the never-ending circle of evaluating, experimenting, learning, and refining how we deliver value to our customers. The iLab can quickly deliver technology that enables new surprise-and-delight moments to the customer. This same technology has brought new capabilities for collecting data that delivers new insights for the marketing team.

4. How will this improve the effectiveness of marketing?
Essentially, I have been talking about blurring the lines between the technology team and marketing, as this translates into combining skill sets. Bringing marketers together with technologists and combining people that know how to communicate and resonate with the customer can effectively identify, integrate, and implement cutting-edge technology to support the efforts. It is a powerful combination.

Bonus Question: What is your favorite activity outside of work?
I love to travel abroad with my wife and daughter. It is important to see and experience different cultures and perspectives. This also comes in pretty handy for my innovation work!



About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

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