GDPR AND IDENTITY MANAGEMENTTHE KEY TO DELIVERING A 5* CUSTOMER EXPERIENCE

PRESENTED BY PAUL LAUGHLINCustomer insight expert & Managing Director Laughlin Consultancy

Following 25 years creating value from data for Lloyds, I now help businesses improve their customer insight and CX

• “Health check” diagnostic on your company’s Customer Insight capability (gap analysis).

• Customer Insight Strategy development.

• Conduct Risk and Customer Insight training.

• Consultancy Skills training for analysts.

• Career paths for customer insight roles.

• Leadership coaching, working with customer insight leaders, to realise their potential and maximise team value-add.

OUR AGENDA

• The complexity of your digital customers.

• The difficulties they experience switching devices/channels.

• What they do as a result.

• The erosion of trust and impact on data sharing.

• Reestablishing trust and the risk of ‘the dark side’.

• The opportunity of a Virtuous Cycle of improvement.

• Opportunities presented by GDPR and Internet of Things.

• The role of Identity Relationship Management.

• A positive case study.

HOW EASY IS YOUR DIGITAL LIFE?

EXPERIENCE OF DIGITAL SERVICES IS ONLY ‘SATISFACTORY’, WHICH WON’T DRIVE LOYALTY

0%

20%

40%

60%

Easy Satisfactory

How easy was it to achieve what you wanted?

Difficult Abandoned

ESPECIALLY WHEN CONSUMERS NEED TO SWITCH DEVICES, THERE ARE COMMON IRRITANTS

Multiplelogins

Lostdetails

Resetpassword

Lost pastpurchases

Lostpreferences

NonePoorreccomends

Limitedfunctionality

When using multiple devices, have you experienced...?

0%

10%

20%

30%

40%

50%

WHEN REGISTRATION OR LOGIN ARE THAT DIFFICULT,THERE ARE OFTEN CONSEQUENCES

Given upon service

Switched toanother

Stopped usingbrand

Shared badexperience

None

When regisering/logging-in, have you...?

0%

10%

20%

30%

40%

50%

I’VE WORKED IN CORPORATE IT:SO, I SYMPATHISE, IT’S NOT EASY TO FIX

THIS POOR DIGITAL EXPERIENCE MATTERS EVEN MORE, BECAUSE IT’S ERODING TRUST

Easy

Fully trust

Mainly trust

Some trust

Little trust

Distrust

Satisfactory Difficult Abandon

Variation in Trust Score by CX Ease Rating

1

2

3

4

5

SO, AS CONSUMER DATA BECOMES EVER MORE PRECIOUS, WHAT DO PEOPLE WANT IN RETURN?

Ease Deals Personalisation Relevance Recommendations

For which would you be willing to share your personal data?

0%

10%

20%

30%

40%

50%

BEYOND EASE, LESS TRUST = MORE DATA MONETISATION,MORE TRUST = OPPORTUNITY TO ADD VALUE

Distrust Little Trust Some Trust Mainly Trust Trust Completely

For which would you be willing to share your personal data? (Split by Trust Score)

0

50

100

150

200

250

Recommendation

Relevance

Personalised

Offers

Easier

THERE IS A ‘DARK SIDE’ TO NOT CLOSING THIS TRUST GAP

Academic study has found an increasing instance of ‘bad behaviour’:• Firms using data to manipulate

customers (e.g. dynamic pricing).• Customers sabotaging by providing

deliberately false data.• Customers learning rules and gaming

the system through use of false data.

GREATER EASE

GREATER TRUSTIMPROVED CX DESIGN

MORE DATA SHARED

BUT THERE IS A POSITIVE ALTERNATIVE:THE VIRTUOUS CYCLE OF DATA VALUE EXCHANGE

GDPR compliance required by 25th May 2018:• Potential fines (€20m or 4% global t/o).• Few consumers aware of new rights

(37%).• Many marketers won’t be ready (32%).

NEW CHALLENGES ALSO MEAN NEW OPPORTUNITIES: GDPR

But, rather than being compliance checklist, GDPR can offer an opportunity to implement best practice:• Permission-based marketing (transparency).• Customer ownership of their own data.• Whole business conversation is needed

and joined-up planning for success.

THE WORLD OF DATA SHARING IS ALSO ABOUT TO GET MORE COMPLEX: INTERNET OF THINGS• Take up is still niche, but growing, with fitness trackers

leading way.• Press scare stories have potential to worsen public

confidence in data sharing from devices.• Winning in deploying ‘smart’ technology will require:• Use of IoT and Machine Learning.• User centred design.• Transparency of data sharing.• Bose and Apple speaker approaches.

THE KEY ROLE OF IDENTITY RELATIONSHIP MANAGEMENT & THE BUILDING BLOCKS YOU NEED

Beyond CRM to IRM, giving:• easy secure

identification/login• customer visibility/

control of data• transparency of use• control of their permissions

Key building blocks to ‘win’ in this world:• Compliant data capture• Access for customers to see/correct• Access for customers to

permissions• Single Customer View (inc. virtual)• Personalisation capability• Ability to manage identities

AFTER THE WORRYING STATS, A POSITIVE EXAMPLE OF CHANGING TO

WIN IN THIS NEW WORLD

CONCLUSIONS, FROM ALL WE’VE SHARED

• Customers are increasingly using multiple devices/channels.

• Poorer digital experience is eroding trust.

• Some switch provider and never come back to your brand.

• GDPR will increase awareness of privacy but few are ready.

• To re-establish trust with your consumers, embrace virtuous cycle.

• Identity Relationship Management can be a key component.

• MyBBC provides a positive example of embracing opportunity.

KEY CONTACTS

DOUG NORTON-BILSBYGlobal Vice President - Retail and Consumer ProductsE:doug.norton-bilsby@forgerock.comT:07824 813973www.forgerock.com

PAUL LAUGHLINw: customerinsightleader.comw: laughlinconsultancy.come: paul@laughlinconsultancy.com

www.mycustomer.com e:Chris.Ward@mycustomer.com e:Neil.Davey@mycustomer.comtwitter: @MyCustomer

MYCUSTOMER

t: 07446 958061twitter: @LaughlinPaulli: linkedin.com/in/paullaughlin

FORGEROCK

LAUGHLIN CONSULTANCY

QUESTIONS AT THE TABLE

• How easy do your customers find your digital services?

• Do you know what your customers do in response to poor Digital CX (like difficulty switching devices)?

• How are you preparing for GDPR?

• How could you embrace the opportunity for a Virtuous Cycle?

THANK YOU