This document discusses how businesses can win customer loyalty and trust in the context of GDPR. It highlights that customers now use multiple devices and channels, and a poor digital experience is eroding trust. GDPR will raise expectations around data privacy and consent. However, businesses can turn this into an opportunity by embracing a virtuous cycle of improved customer experience design, greater ease of use, greater customer trust, and more willingness to share data. Implementing identity relationship management with features like access to personal data and consent controls can help businesses succeed in this environment.

1. WINNING WITH GDPR
HOW TO WIN CUSTOMER LOYALTY
AND TRUST
FEATURING:
Paul Laughlin
Customer Insight Expert
Doug Norton Bilsby
Global VP Retail and Consumer Products, ForgeRock

2. INTRODUCING PAUL LAUGHLIN
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. • The complexity of your digital customers,
sharing the results of our survey.
• 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’.
• Challenges and opportunities presented by
GDPR and IoT.
• The opportunity of a Virtuous Cycle of
improvement.
• The role of Identity Relationship Management.
• A positive case study.
• Time for your questions.
OUR AGENDA

4. HOW EASY IS YOUR DIGITAL LIFE?

5. 0%
20%
40%
60%
Easy Satisfactory
How easy was it to achieve what you wanted?
Difficult Abandoned

6. 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. Given up
on service
Switched to
another
Stopped using
brand
Shared bad
experience
None
When registering/logging-in, have you...?
0%
10%
20%
30%
40%
50%

8. 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

9. Ease Deals Personalisation Relevance Recommendations
For which would you be willing to share your personal data?
0%
10%
20%
30%
40%
50%

10. 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

11. RETAIL CONSUMERS EXPECT A SEAMLESS
EXPERIENCE ACROSS ALL CHANNELS
In this digital era, consumers are interacting with
organisations across different digital and physical
channels. They expect the same engagement and
seamless experience across connections.
Digital identity is the key in making sure that
the consumer can get the same, rich, connected
experience and engagement across all channels.
CRM Analytics
Content
management
Mobility
Social
engagement
Marketing
campaigns
CONSUMER
Consumer DB
Retail partners
Services
IoT (Smart)
Products
Web Portal
Apps
Social Media
Phone
Stores
TECHNOLOGY
CHANNELS
WebsiteEngagement
centre

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. 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.

14. GDPR RAISES THE BAR FOR EVERYONE, ENSURE
YOU HAVE FULLY CONSIDERED THE IMPACT
• Clarity on consent (positive opt-in or reason for ‘legitimate interest’.)
• Ease of opting-out (marketing and/or profiling.)
• SAR response times & Data Accuracy expectations.
• Right to Erasure (do you know your data models?)
• Privacy by Design (all future changes.)
• Need for DPO (or if not, clear data governance.)
• Implications for your employees and employment contracts.
• Contracts and responsibility for 3rd parties and data used.

15. 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.

16. GREATER EASE
GREATER TRUSTIMPROVED CX DESIGN
MORE DATA SHARED
THERE IS A POSITIVE ALTERNATIVE:
THE VIRTUOUS CYCLE OF DATA VALUE EXCHANGE

17. 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.
Key building blocks to ‘win’ in this world:
• 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.

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.