The General Data Protection Regulation*, which will take effect in May 2018, is causing a lot of work and challenges in organizations. The GDPR places new obligations on the controllers and processors of personal data. So far, less attention has been paid to the effects of these obligations on the customer experience, at the customer interface.
Opportunity to improve customer experience
Many see the GDPR as a set of new obligations, a regulatory amendment that only concerns the legal affairs unit. Although this is true to some extent, the regulation also comes with new opportunities. These opportunities have received more attention lately, but what are they ultimately about? In our view, the GDPR not only enables new business models that are based on the management of personal data, but it can also help companies to increase the loyalty of existing customers. It paves the way for new customer relationships that are based on trust and loyalty. One way of improving the customer experience is to make data portability smooth for the customers e.g. transferring the personal data easily and securely from one service provider to another, without hindrance to usability. Such an option can increase confidence in the current service provider.
Smooth customer journey with service design methods
GDPR sets out requirements that lead to changes in the customer journey. This can motivate organizations to analyze and develop their customer experience excellence at large. By making the customer experience excellent, companies can turn the new obligations into competitive advantages. Combining the expertise of UX professionals and service designers when planning the changes required by GDPR enable you to step out from your competitors.
Read more about how we can help you to develop your customer experience, taking into account the requirements of the EU GDPR.
Tiia focuses on supporting customers in the areas of digital business, customer experience and developing customer-centric services. Follow Tiia on Twitter and on LinkedIn.
Senior Design Lead
Paula helps customers to develop their customer experience using service design and user-centered design. Recently, she stopped using a particular service because of a complicated privacy statement. Follow Paula on LinkedIn.
* In Finland, the regulation will be included in the new Data Protection Act.