{"id":3188,"date":"2018-07-26T13:20:55","date_gmt":"2018-07-26T13:20:55","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=3188"},"modified":"2025-06-13T18:43:53","modified_gmt":"2025-06-13T18:43:53","slug":"earning-and-maintaining-customer-consent","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/consent-management-platform\/earning-and-maintaining-customer-consent\/","title":{"rendered":"Earning and Maintaining Customer Consent"},"content":{"rendered":"\n
\"Showcasing<\/figure>\n\n\n\n

Introduction<\/h2>\n\n\n\n

We now live in a new landscape of consumer privacy protection created by a regulation powerful enough to be felt around the world. Living with GDPR means learning about GDPR and creating new policies and procedures for consumer engagement. Before exploring strategies for earning and maintaining consent, a quick review of the most pertinent regulation is
in order. <\/p>\n\n\n\n

Simply put, the EU\u2019s General Data Protection Regulation (GDPR)<\/a> standardizes and strengthens privacy regulations across all European member nations. That means it protects any EU citizen and any company marketing to, selling to, partnering with, or producing from the EU must comply with its rules. Central to the regulation is a high standard for consent with fines as great as 20 million euros or four percent of total worldwide annual revenue, whichever is larger. GDPR requires that companies earn explicit consent for personal data collection, and that all identifiable personal information, regardless of where it is used, must be protected and proof of protection must be verified. The regulation even states that the protection of personal data is a fundamental human right. With that in mind, persons in the EU hold the right to access and rectify their data and can request that companies destroy all records related to them (also referred to as their \u201cright to be forgotten\u201d). In such cases, the burden of proof lies with the company. <\/p>\n\n\n\n

Broadly speaking, GDPR gives consumers meaningful leverage against the companies that collect and use their personal data. For example, persons in the EU can request explanations from companies about personal data in their possession, the uses they intend for it, how long they plan to keep it and more. As the early effects of GDPR are felt \u2013 and immediately litigated for clarification and precedent-setting \u2013 another EU regulatory change comes closer to realization. Often referred to as the \u201ccookie law,\u201d the 2002 ePrivacy regulation will soon be updated. Experts predict the new ePrivacy will complement and extend GDPR while cleaning up privacy and security policy discrepancies between EU member nations. <\/p>\n\n\n\n

Under the updated ePrivacy, online communications providers such as Gmail, Skype, Facebook Messenger, and others will be placed under the stringent requirements that govern traditional telecommunication providers. Prior consent to communicate to each individual account holder for texts or emails will be reaffirmed. In short, it will be another transfer in power from company to consumer. <\/p>\n\n\n\n

Enterprise businesses with global customers, suppliers, operations or partners are almost certainly vulnerable to these regulations. Moreover, GDPR and ePrivacy represent a long-term global trend that shows no signs of slowing. With this in mind, GDPR-compliant strategies must be implemented to earn and maintain consent, the critical first step in any sales or marketing engagement with consumers. <\/p>\n\n\n\n

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Getting Started is Just a Call Away<\/strong><\/p>\n<\/div><\/div>\n\n\n\n

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Call Us Toda<\/strong>y<\/a><\/div>\n<\/div>\n\n\n\n

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When and Where to Collect Consent<\/h2>\n\n\n\n

Research demonstrates that consumers are willing to provide zero-party data<\/a> information (including consent, preferences, and insights) when it is presented in context, offers a clear benefit to them (i.e. protects privacy, saves time, saves money, etc.), is easy to understand, and is an easy task to complete. Real-life application of this principle means that the ideal time and location for consent collection is determined by the customer journey. Structuring the ask from the customer\u2019s perspective, at moments that matter, improves the odds of receiving permission to collect, store and use customer zero-party data at a later time. For example, asking for permission to send communications related to product updates during the registration process is relevant to that part of their customer journey and likely to elicit positive response. <\/p>\n\n\n\n

The collection of self-reported zero-party customer data enables mutually beneficial engagements over the lifespan of the relationship. Asking the customer for their preferences<\/a>, insights, opinions, and feedback is the essential key to maintaining consent. Identifying all potential customer data that improves the customer relationship and breaking the collection up over time is an effective strategy. <\/p>\n\n\n\n

A good rule of thumb \u2013 one that aligns compliance with customer experience \u2013 is to understand why you are asking for customer information in the first place. This simple exercise of identifying the \u201cwhy\u201d behind the collection assists in overall decision making regarding the governance and logical right time to collect customer zero-party data. <\/p>\n\n\n\n

To do this, create an engagement matrix that clearly identifies all types and frequencies of engagement, modes of access and means of consent. Global enterprise companies often find redundancies inside siloed corporate structures that must be reconciled in order clarify the individual purpose and timing of each request.

Spot collection is offered in prominent places and available any time. Contextual collection is tied to the
customer journey and, ideally, part of an escalating demonstration of trust and value. The presentation of a consent request typically takes one of two forms: spot or contextual. Spot collection is a universal request absent any personalized
orientation, such as a pop-up on a website homepage that all visitors see. Contextual collection is a request tied to a relevant personal activity, such as account registration, product research or a service request. <\/p>\n\n\n\n

While spot collection adds value in a broader engagement strategy, contextual collection delivers the best results. To put it another way, spot collection is offered in prominent places and available any time. Contextual collection is tied to the customer journey and, ideally, part of an escalating demonstration of trust and value. As such, it offers the best opportunity to earn consent and to do so in a way that enhances the likelihood to maintain that consent over time. <\/p>\n\n\n\n

How to Collect Consent <\/h2>\n\n\n\n

To explore the optimal consent collection process, it\u2019s useful to think about it from the consumer\u2019s perspective. Listed below are a few of the critical questions consumers ask when faced with consent requests and the corresponding principles gleaned from each.<\/p>\n\n\n\n

What\u2019s in it for me?<\/h3>\n\n\n\n

It\u2019s a simple question that every consumer wonders when facing a consent collection request.
Research demonstrates that the answer must fall in one of two key categories: value or
convenience. Incentivize with discounts, enhanced access or some other benefit.<\/p>\n\n\n\n

What will you do with my information? <\/h3>\n\n\n\n

Consumers worry, and understandably so, about data protection and privacy. Under GDPR, consumers hold the right to demand answers and businesses are required to specify their intentions. Get ahead of the trust curve by clearly stating why you want the data and what you plan to do with it. <\/p>\n\n\n\n

This disclosure is clear and concise. It specifies that you<\/strong>:<\/p>\n\n\n\n