We’ve become data-generating machines spitting out an endless stream of valuable and insightful information. Which is why when the EU General Data Protection Regulation (GDPR) comes into effect next May, there will be immediate winners and losers. GDPR will change the way consumers think about sharing their information, and who they share it with. It’s a big ask, and we believe those organisations bringing IT, Legal, Marketing and Customer Experience experts together now will fare best.
If you’re a UX or CX expert within your organisation it’s time to seek out those driving your organisation’s GDPR road map, and make a case for your indispensable expertise – if you haven’t done so already. Your skills and tools will be crucial in shaping a GDPR solution that produces well designed digital interfaces, clear information delivery and offers customers obvious value in return for their consent.
GDPR is the biggest regulatory change to hit digital interfaces in 20 years. Unlike the relatively uncomplicated arrival of cookie legislation, GDPR compliance will require more than a few tick boxes and some privacy blurb which no one ever reads. (See our previous blog on the human psychology of why current warnings don’t work.)
The risk here is attrition. If consumers don’t understand why you need access to their data and don’t understand the value you’re offering them in return, the obvious and safest course of action is to say no. All that hard work down the drain.
The alternative, is to start looking now at what GDPR will change, and what you can do to make the most of those changes.
Our downloadable guide ‘GDPR – Four good reasons to make sure Customer Experience is on the team’ describes in more detail the opportunities you can leverage with a cross-functional GDPR team which includes someone with UX or service design skills.
Opportunity # 1 – Make it easier to say yes than safer to say no. Reduce attrition rates by thinking carefully about how you gather information and keep your customer base on side. As you know, how you ask is every bit as important as what you’re asking for.
Opportunity # 2 – Find new ways to create value. The technology and systems you need to extract greater value from the customers you have probably already exists. This is an opportunity to take a look at what you have, take it apart, and put it back together in an even smarter way.
Opportunity # 3 – Uncover new revenue models. This is mass change. While no one likes it, it’s usually an opportunity to uncover new propositions. Are your customers interested in privacy as a differentiator? Would they pay more to protect the privacy of their families? Is there a space for you here?
Opportunity # 4 – Shape up for the next big jump. GDPR will change how people think about who they share their data with and how they access that data. In time, they’ll become aware of the value in their rich streams of highly personalised data. Rather than hold it on a company server, individuals may port it and ask to hold it themselves rather than on your server. Leasing their information out to brands offering the most valuable services. Establishing yourself as a brand or service getting privacy right now, puts you on the front foot for what’s to come.
GDPR is mass change, and it will be hard change but it is just another change project. Seek out those in your organisation who’ve been tasked with seeing through the changes. What is the plan? Map out what exists today and what GDPR will change. Isolate the change points and run them as rapid design sprints. Bring in Legal, Marketing, IT and Digital as your subject matter experts and together create a shared vision. Draw up your shared road map, articulate your value offering and line up your new service proposition in the wings. As with all change, there’s a flip side – opportunity.
To read more about how to improve the experiences you create download our guide.‘GDPR – Four good reasons to make sure Customer Experience is on the team’
If you’d like to know more about our views on proposition development, customer experience design or operational get in touch.