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GDPR and Identity Management

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Sharing results of researching 1k UK consumers on their digital customer experience, to show need for positive response to GDPR & the key role of Identity Relationship Management.

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GDPR and Identity Management

  1. 1. GDPR AND IDENTITY MANAGEMENT THE KEY TO DELIVERING A 5* CUSTOMER EXPERIENCE PRESENTED BY PAUL LAUGHLIN Customer insight expert & Managing Director Laughlin Consultancy
  2. 2. Following 25 years creating value from data for Lloyds, I now help businesses improve their customer insight and CX • “Health check” diagnostic on your company’s Customer Insight capability (gap analysis). • Customer Insight Strategy development. • Conduct Risk and Customer Insight training. • Consultancy Skills training for analysts. • Career paths for customer insight roles. • Leadership coaching, working with customer insight leaders, to realise their potential and maximise team value-add.
  3. 3. OUR AGENDA • The complexity of your digital customers. • The difficulties they experience switching devices/channels. • What they do as a result. • The erosion of trust and impact on data sharing. • Reestablishing trust and the risk of ‘the dark side’. • The opportunity of a Virtuous Cycle of improvement. • Opportunities presented by GDPR and Internet of Things. • The role of Identity Relationship Management. • A positive case study.
  4. 4. HOW EASY IS YOUR DIGITAL LIFE?
  5. 5. EXPERIENCE OF DIGITAL SERVICES IS ONLY ‘SATISFACTORY’, WHICH WON’T DRIVE LOYALTY 0% 20% 40% 60% Easy Satisfactory How easy was it to achieve what you wanted? Difficult Abandoned
  6. 6. ESPECIALLY WHEN CONSUMERS NEED TO SWITCH DEVICES, THERE ARE COMMON IRRITANTS Multiple logins Lost details Reset password Lost past purchases Lost preferences NonePoor reccomends Limited functionality When using multiple devices, have you experienced...? 0% 10% 20% 30% 40% 50%
  7. 7. WHEN REGISTRATION OR LOGIN ARE THAT DIFFICULT, THERE ARE OFTEN CONSEQUENCES Given up on service Switched to another Stopped using brand Shared bad experience None When regisering/logging-in, have you...? 0% 10% 20% 30% 40% 50%
  8. 8. I’VE WORKED IN CORPORATE IT: SO, I SYMPATHISE, IT’S NOT EASY TO FIX
  9. 9. THIS POOR DIGITAL EXPERIENCE MATTERS EVEN MORE, BECAUSE IT’S ERODING TRUST Easy Fully trust Mainly trust Some trust Little trust Distrust Satisfactory Difficult Abandon Variation in Trust Score by CX Ease Rating 1 2 3 4 5
  10. 10. SO, AS CONSUMER DATA BECOMES EVER MORE PRECIOUS, WHAT DO PEOPLE WANT IN RETURN? Ease Deals Personalisation Relevance Recommendations For which would you be willing to share your personal data? 0% 10% 20% 30% 40% 50%
  11. 11. BEYOND EASE, LESS TRUST = MORE DATA MONETISATION, MORE TRUST = OPPORTUNITY TO ADD VALUE Distrust Little Trust Some Trust Mainly Trust Trust Completely For which would you be willing to share your personal data? (Split by Trust Score) 0 50 100 150 200 250 Recommendation Relevance Personalised Offers Easier
  12. 12. THERE IS A ‘DARK SIDE’ TO NOT CLOSING THIS TRUST GAP Academic study has found an increasing instance of ‘bad behaviour’: • Firms using data to manipulate customers (e.g. dynamic pricing). • Customers sabotaging by providing deliberately false data. • Customers learning rules and gaming the system through use of false data.
  13. 13. GREATER EASE GREATER TRUSTIMPROVED CX DESIGN MORE DATA SHARED BUT THERE IS A POSITIVE ALTERNATIVE: THE VIRTUOUS CYCLE OF DATA VALUE EXCHANGE
  14. 14. GDPR compliance required by 25th May 2018: • Potential fines (€20m or 4% global t/o). • Few consumers aware of new rights (37%). • Many marketers won’t be ready (32%). NEW CHALLENGES ALSO MEAN NEW OPPORTUNITIES: GDPR But, rather than being compliance checklist, GDPR can offer an opportunity to implement best practice: • Permission-based marketing (transparency). • Customer ownership of their own data. • Whole business conversation is needed and joined-up planning for success.
  15. 15. THE WORLD OF DATA SHARING IS ALSO ABOUT TO GET MORE COMPLEX: INTERNET OF THINGS • Take up is still niche, but growing, with fitness trackers leading way. • Press scare stories have potential to worsen public confidence in data sharing from devices. • Winning in deploying ‘smart’ technology will require: • Use of IoT and Machine Learning. • User centred design. • Transparency of data sharing. • Bose and Apple speaker approaches.
  16. 16. THE KEY ROLE OF IDENTITY RELATIONSHIP MANAGEMENT & THE BUILDING BLOCKS YOU NEED Beyond CRM to IRM, giving: • easy secure identification/login • customer visibility/ control of data • transparency of use • control of their permissions Keybuildingblocksto‘win’inthisworld: • Compliant data capture • Access for customers to see/correct • Access for customers to permissions • Single Customer View (inc. virtual) • Personalisation capability • Ability to manage identities
  17. 17. AFTER THE WORRYING STATS, A POSITIVE EXAMPLE OF CHANGING TO WIN IN THIS NEW WORLD
  18. 18. CONCLUSIONS, FROM ALL WE’VE SHARED • Customers are increasingly using multiple devices/channels. • Poorer digital experience is eroding trust. • Some switch provider and never come back to your brand. • GDPR will increase awareness of privacy but few are ready. • To re-establish trust with your consumers, embrace virtuous cycle. • Identity Relationship Management can be a key component. • MyBBC provides a positive example of embracing opportunity.
  19. 19. KEY CONTACTS DOUG NORTON-BILSBY Global Vice President - Retail and Consumer Products E:doug.norton-bilsby@forgerock.com T:07824 813973 www.forgerock.com PAUL LAUGHLIN w: customerinsightleader.com w: laughlinconsultancy.com e: paul@laughlinconsultancy.com www.mycustomer.com e:Chris.Ward@mycustomer.com e:Neil.Davey@mycustomer.com twitter: @MyCustomer MYCUSTOMER t: 07446 958061 twitter: @LaughlinPaul li: linkedin.com/in/paullaughlin FORGEROCK LAUGHLIN CONSULTANCY
  20. 20. QUESTIONS AT THE TABLE • How easy do your customers find your digital services? • Do you know what your customers do in response to poor Digital CX (like difficulty switching devices)? • How are you preparing for GDPR? • How could you embrace the opportunity for a Virtuous Cycle?
  21. 21. THANK YOU

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