The Intersection of Customer Management, Marketing, and Privacy
By Michelle Wimmer and Donna Krivas
Customer management and marketing have imperative roles in both the retention and growth of any business. However, privacy, expectations, and the needs of regulatory bodies need to be taken into consideration when evaluating these core competencies.
To set up our clients for success, we’ve developed a five-step process to help think through the intersection of customer management, marketing, and privacy:
Step 1.
Determine and prioritize core use cases of customer data from a management and marketing perspective. This involves working across the business to gain a deep understanding of the desired needs in order to effectively leverage customer data.
Step 2.
Collaborate with the compliance, regulatory, and legal teams within (and outside, if applicable) the business to determine which privacy regulations apply now and in the future. From there, discern what will be applicable to the business and the implications to customer data management and marketing.
Step 3.
Assess the existing tools, technology, people, and processes to determine what is working well, what is ineffective, and where there are opportunities for improvement. Provide a review of this assessment to the business to identify focus areas and further develop a comprehensive business strategy.
Step 4.
Make sure the strategy aligns with the business’s needs from a customer management, marketing, and privacy perspective while still accounting for technology, people, and processes.
Step 5.
Execute and implement the strategy, and continually refine it as new requirements arise. This will require diligence from the organization’s risk, legal, and compliance teams as well as consistent communication to and within the business groups.
While these five steps distill the process, we know that each business is unique and has its own set of challenges. If your business is working through changes in privacy and how it relates to customer management and marketing, let’s talk.
Slalom is a global consulting firm focused on strategy, technology, and business transformation. Learn more and reach out today.
