So, your customers want you to phone them?
Who wants to be contacted by phone these days? Very few of us it turns out.
We all have horror stories of being targeted by unscrupulous telemarketing companies calling us at all hours at home on our landlines. No wonder people don’t even wish to pick up the phone or are looking at ways to escape the tyranny of the silent call, the foreign call centre, or someone trying to sell us stuff we don’t want.
Its a sad fact that we are more likely to be called at home by ‘nuisance call centres’ and unscrupulous lead generation operators than by friends and family.
It’s no wonder we’re increasingly reluctant to answer the landline.
So, when’s it okay to call customers? I’d say, only call when they’ve explicitly said it is okay to call them, where you both understand what the boundaries are, when the person you are calling is genuinely interested to hear what you have to say …
Otherwise don’t call! You’ll just annoy people and potentially lose a customer.
Which brings me onto the question, if you asked your customers today how many of them would willingly opt-in to receive calls from you? Given the option to hear from you via other means : by email, by post, or SMS! What would your guess be? Twenty or thirty percent?
Recent research results from Opt4 indicate that on average only 7% of people would opt in to receiving phone calls. Thinking about it, I’m surprised the figure is that high. This is in contrast to other channels such as mail and email, but, what do we consumers really want?
We want to have the power to control who communicates with us. To take control of when companies get in touch with us, stipulate the channels they can contact us on, say what we wish to hear about – and how often. True 1-to-1 communications: personalised, relevant and useful.
This ‘consumer expectation’ makes life a lot more challenging for data collectors, data controllers, data processors … and marketers, in fact for the entire data industry!
Which is where GDPR comes in. Otherwise known as General Data Protection Regulation. The new law which comes into force on 25 May 2018 covers a multitude of elements. A weighty 200-page doorstopper if you wish to read it.
One of the many areas the new law impacts is around the area of consent. By law, you will need to get people to opt in to receiving communication by channel. It goes further – you need unambiguous consent from people on your database to use and process their data. And then there’s the minefield of what data you hold on these people, and how it is kept up to date .. the list goes on.
GI Insight are running a series of seminars on GDPR, what it means to your business, your database and how you communicate with people – via which channels.
We will be addressing all the big GDPR questions.
From who’s responsible, the state of your data, data breaches, the contracts you have in place – and who you need contracts with, the new roles and responsibilities of the data protection or compliance officers, and how to manage consent – per channel.
If you’re wise you’ll be starting to implement these GDPR changes now. Getting your data house in order. Making sure you are compliant – in terms of your processes and procedures, and ensuring your data is fit for purpose. We can help you with that.
Want to learn more about GDPR and how to get your data in order? Sign up for our GDPR seminars for clear guidance on the steps to take on your road to GDPR compliance.
Our next seminar, is at our offices in Leicester on Friday, 24 June. There might be one or two spaces left, and more dates to be announced soon.