Navigating successfully with EU regulations
Large financial organization with change needs related to data protection
Leading by example! Conquering the new shores of data management while respecting safety regulations is way of working, where everybody wins in the long run, especially the end-customer.
Challenge
New requirements in EU data protection regulation caused a need for a change on how our customer would process personal data: specifically end customer's contact information for marketing purposes. Based on the regulation, a consumer has the right to deny direct marketing (opt-out) and on the other hand a pre-given consent (opt-in) for e-marketing is always required.
The customer data and related opt-in and opt-out data was stored and processed in different legacy systems. To conduct marketing that would be efficient, customer-friendly and aligned with the regulation, a change was needed in the customer data management, opt-in/opt-out data management and in related systems, interfaces and processes.
Let´s take some notes
To pinpoint the needed changes, the current situation was analyzed by Wiima Partners Managing Partner & Co-Founder Esa Alapuranen, together with customers stakeholders. Service design approach was used to make sure customer´s perspective would root all further actions.
We dove into essential questions, like:
“Why would the end customer wish to opt- in for electronic marketing?” , and
“In what channels and how would the customer wish to manage the selections related to marketing?”
Navigating forward
The solution was built in co-operation with customers marketing team to ensure the selected models would stay durable and comply with future needs based of marketing strategy. Customer front personnel was also consulted, to profoundly understand current challenges and make sure the provided solution would be supported.
The solution
The result was about finding a way to process the data practically, in a way it would serve customers current & future needs and respect both the end customer´s rights and the new regulation. A centralized system and processes were developed to manage opt-in and opt-out data. And as adaptability is the key element to make sure the team stays on taken course, the solution is also flexible in possible future adjustments - required by the marketing function or regulators.