Sharing fairly is growing
Pessimists will think that the relationship between customer and company will deteriorate if all power is in the hands of the consumer. But nothing could be further from the truth. Because sharing is growing. This basic principle from nature also applies to data-driven marketing automation .
Sharing is growing. This basic principle from nature also applies to data-driven marketing automation .
In order to participate in this marketing revolution, it is necessary to properly set up and manage the data flows ( inbound , outbound , frontend and backend ) on the business side. This is still a major problem for 85 percent of companies. You could safely say that there is data chaos. Data from prospects, leads and customers are stored in all kinds of databases within those companies, ranging from spreadsheets and CRM systems to apps and newsletter systems. But also in custom-made ERP systems, web shops, telephone exchanges, cash register systems, chat applications and so on.
Enriching customer profiles at a personal hong kong business email list level and keeping them up to date 24/7 is therefore a drama and virtually impossible in such an ICT landscape.
In fact, I know a company with 25 stores where marketing and sales data on both trend and personal level is still collected and analyzed manually every month. This while such processes can now be fully automated and provide up-to-date insight and cost reduction.
If you want to build a healthy customer-company ecosystem in which you can meet the demands that will soon be placed on the data relationship, then all your data flows will have to be fully automatically synchronized to a very well-secured central location. Within that system, you must give the customer access to his personal data. In my opinion, you do that best via an independent identity provider (and therefore not via Facebook).
One-on-one communication thanks to a healthy data relationship
The real value that GDPR creates for consumers and businesses lies in an equal data relationship within the customer-business ecosystem. Here, businesses truly put the customer first and are relevant. Thanks to this healthy data relationship, the era of personal 1:1 communication is coming within reach at an accelerated pace.