Categories: Customer Experience Management, Customer satisfaction, MarketingPublished On: May 16th, 2018

The topic of the moment; the new privacy legislation that will be enforced from 25 May 2018. Are we expecting a big bang or is it all going to run smoothly? Anyway, from the end of May the reinforced GDPR rules for the collection and processing of personal data will apply. CYS sees the new legislation as a positive step. Because transparency and trust; that’s what it’s all about, also within customer feedback!

GDPR or GDPR; what does it mean?

The meaning of GDPR is General Data Protection Regulation. The Dutch version is AVG and stands for General Data Protection Regulation. The GDPR replaces the Personal Data Protection Act. This law dates from 2001 and you can imagine that it is no longer relevant in today’s society on many fronts. After all, the online landscape has changed a lot! That is why there are reinforced rules and obligations in the field of accountability and information provision for organisations.

Personal data does not only include name and address details, but also e-mail addresses, locations, ages, IP addresses, customer numbers. All data that can be traced back to a natural person are personal data. For customer feedback it is important to consider this, since questionnaires are set up at, for example, the location of a store or a service technician in the region and can therefore almost always be traced back to people.

The impact for customer feedback

Due to the studies that CYS offers to organizations in the field of customer feedback, customer satisfaction and customer journey, responsible handling of the data we process is one of our priorities. With this as a starting point, we take both technical and organizational measures for the security of personal data.

What steps does CYS take to comply with the legislation?

The new GDPR / AVG legislation will have consequences for everyone. CYS treats the data of customers and respondents confidentially and is transparent in its communication about this. We have the resources to handle customer feedback and personal data responsibly.

The 6 basic principles or processing principles and the steps we take to comply with the stricter legislation regarding personal processing are briefly explained below:

1. Lawful, fair and transparent processing of personal data
Both CYS and our clients must clearly inform the respondents of what kind of research they participate in. The investigation must be clear and appropriate and the conduct in accordance with applicable rules and laws. CYS considers a confidential and transparent environment important.

2. Target binding
CYS (as data processor) and our clients (as data controllers) may only request, store, use and share information for specified, explicit and legitimate purposes. Beforehand, we make it clear to everyone what the purpose of the research is (also for the respondents).

3. Data Minimization
Only data is used that is necessary for the purpose and must be relevant. Not all data is necessary for a specific issue and we therefore do not lose sight of the purpose of the research. This is not just literally about minimizing data. If too little data is used, an incomplete picture of those involved may wrongly be created. We have the means to adjust this to suit each project and we are proactive and flexible. All data that is part of the research and the processing that is done is recorded in a written processing agreement.

4. The personal data must be correct
The controllers are responsible for ensuring that data is correct and up to date. Respondents have the right to access, rectify, supplement and forget. These details can be changed at the CYS support department. If a respondent would like the above matters and we as processor have access to the relevant data, respondents can contact us by e-mail or telephone. We will then ensure that this is dealt with in a timely and correct manner in consultation with the client (the controller).

5. Storage Limitation
CYS can technically arrange with its own systems that the data is automatically archived or deleted after a certain period. This is flexible and dynamic, so the storage limitation can be set differently on each project. In addition, we can also indicate at a specific level which data should be overwritten. We have taken all measures to protect the rights and freedoms of the persons concerned and their data. With our systems in customer feedback it is possible to manage this at every level.

6. Integrity and Confidentiality
We attach great importance to a confidential environment. That is why we use an automatic encrypted storage with logical access restriction. For example, our customer feedback systems are well secured. The exchange of data is only established via secure connections where our network security is provided with firewall, antivirus, authentication and encryption. To guarantee the trust of respondents, customers and website visitors, we have laid down everything in a Privacy Policy. In addition, we work according to ISO-27001 guidelines and this certification will soon be official. CYS has a clear management system in which we know how to deal with information security and in which the customer is central. And that coincides perfectly with the arrival of the new legislation!

New privacy legislation is positive for all of us!

Do not see the new legislation as a burden to the leg! The stricter rules are there to minimize risks and prevent abuse. So it is not only beneficial for personal purposes, but also for organizations as we protect ourselves and our customers.

If you as an organization can demonstrate that you handle the data of your customers in a transparent manner according to the rules, you strengthen the relationship with the customer and customers see your organization as a confidential body! This has a positive effect on your bond with the customer and they are more likely to give feedback, remain a customer and ultimately even increase sales.

The result

The result is shown as an absolute score, not a percentage, and this score is between -100 and +100. In short, the higher the CES, the less effort customers have had to put in to get help. The CES has a strong predictive value aimed at the future (repeat) purchasing behavior of the customer. A three-year study from Harvard* of more than 75,000 B2C and B2B customers about their recent experiences with service inquiries across non-face-to-face channels such as phone, chat, online and email shows that:

  • 94% of respondents who indicated that they experienced little difficulty intending to remain a customer and make a repeat purchase
  • 88% of this group indicates that they will also spend more
  • Only 1% of this group indicated that they speak negatively about the organization in question

In comparison, of the customers who experienced more difficulty when answering a CES question, 81% said they were negative about the organization in question.</