As technology makes the world smaller, companies are facing new challenges in achieving global data privacy compliance, while still giving consumers a rewarding customer experience and preserving brand integrity.
Accomplishing these goals requires a growth and compliance strategy that goes beyond most companies’ business plans.
That’s understandable because the changes in data collection and transparency are coming rapidly, and they may influence how a brand is marketed in a region.
Let’s start by recognizing that new data privacy requirements – whether the European Union’s upcoming General Data Protection Regulation (GDPR), which takes effect next May, or those in Russia or China – are creating a fragmented customer view.
This, just at the time when businesses were getting their heads around the notion of a 360-degree customer view and a customized and comfortable customer experience that derived from that complete portrait.
The good news is, all that work and intelligence is not wasted; it just needs some adjustments, in IT and in corporate priorities.
In a series of blogs over the coming weeks, I’ll explore how companies can build a business strategy around global identity that:
- Outlines how to consolidate fragmented data;
- Overcomes data ownership silos;
- Maintains a core, corporate standard as the axis that allows regional modification;
- Enhances the user experience; and
- Creates buy-in from internal and external stakeholders.
It’s not as simple as just unifying everything. And it’s not just about data; people and regional differences can be as big a hurdle as the technology.
That’s why we are going to start with what needs to be done BEFORE a company gets down to the fundamentals of building registration and authentication, and deploying databases.
I hope this short series will help you understand how a solid plan can produce a clear customer view and frictionless operation.
By Craig Ferrara