The challenge of integrating Compliance with the Customer Experience strategy

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We never talked so much about the safety criteria in companies

In an increasingly connected world, clues and tips left by users in the digital world are becoming extremely valuable business sources for organizations. After all, it is no secret that the advancement of the Internet and Technology has allowed companies to leverage their consumer relationship initiatives, creating opportunities for approach.

On the other hand, however, we have never talked so much about safety criteria in companies. We are facing a new era, with a huge amount of data, and many issues to be resolved about using this information.

This scenario of data volume explosion and escalation of virtual threats has brought about major changes. One of these is the emergence of general data protection and security laws, such as General Data Protection Regulation (GDPR), already in force in Europe, and the LGPD (General Data Protection Act), which will enter into force in Brazil in the next year. The purpose of these laws is to modernize the conditions of use of digital information and to establish more practical parameters for the operation of business strategies, with clear regulation on the right of privacy of the consumer with respect to the security of their personal data.

As a result, the definition of a Corporate Compliance program is no longer just punctual preventive care. Faced with the current reality, the application of compliance processes has become an indispensable obligation for companies to organize and define best practices for the safe and effective use of digital assets.

The challenge now is to find ways to improve Customer Experience initiatives by ensuring compliance with data management rules – protecting end customers and companies. It is not a matter of giving up the digital data, but of aligning operations and structures with the new demands of the market.

This is because clients are willing to cede their information in exchange for positive experiences and need to be well attended. Recent surveys indicate that approximately 70% of consumers around the world claim they have no problem delivering their personal data, as long as companies ensure the use of this information in a secure, private, and non-shared way with other organizations. It is this kind of care that companies must take when charting their strategies for collecting, storing and managing virtual insights.

The all-line relationship, with much more integrated information, is reinforcing opportunities for the strategic use of insights provided by customers.

Today, we have on the one hand the constant demand for innovation; on the other, an intense need to improve security around the processes using the new tools and technologies. Companies must be ready to take action in this scenario, especially given the exponential expansion of volume, variety, and data sources.

Being ready for the digital world means understanding how to use information correctly, in a positive process that ensures return for buyers and brands. In order to guarantee an ethical performance also from the point of view of privacy, the sustainable use and exploitation of the data must be evaluated with criticality.

By Cristiane Cé, CLO & Compliance and CHRO da Liq