Written by James Charles.
Whilst many people see the General Data Protection Regulation (GDPR) as an administrative headache, here at TRP we are embracing the change as an opportunity to improve how we engage with you and help you engage with your members.
The core principles of the new regulations, which will be introduced on 25th May 2018, are nothing new and many of you (ourselves included) will agree with the philosophy of the fair, transparent, appropriate and relevant processing of an individual’s data – it is certainly something we have always tried to do in our business activities.
Aside from being a legal requirement for organisations based in Europe and/or handling the personal data of EU citizens, GDPR is the perfect excuse to invest some time in cleaning up your member database and creating an ongoing process to maintain it; putting you in a much better position to deliver the quality, valuable, relevant communication that the modern-day consumer expects from the brands they associate with.
It’s time to engage with your membership base and open a dialogue about the content they want and don’t want to receive from you. To understand their preferences and start to build what you do around this. If they don’t want to hear from you, that is fine, but you need to find this out and remove them from your communications so that you can concentrate on those who do. Move away from throwing the proverbial to see what sticks (and hoping it isn’t chucked straight back at you) and take the ‘build it (well) and they will come (and seek it out)’ approach – delivering real value through your engagements.
There are many benefits to a clean, segmented member database – for both you and your members.
Being able to send the right message to the right person at the right time could be very valuable to your club and play a key role in the delivery of an exceptional customer experience for the recipient. In the digital arena, it is impossible to send relevant communications to your members without a clean and tidy database. Spending the time now to get your house in order, in line with GDPR, will make life much easier next time you need to send targeted communications to a specific group of members at short-notice!
Listening to your members and giving them a real say in how you are communicating with them should make them feel empowered and help build a strong relationship on foundations of respect and trust. GDPR does a great job of giving consumers more control over what used to be a very one-way activity.
The GDPR required accuracy of data will help your effectiveness too – especially if you are tailoring communication at a granular level. Having data which you are confident is on-point and up-to-date will give you the ability to consistently deliver relevant, timely, valuable content – which can only lead to better results.