How to Adjust to the GDPR Changes

While the tidal wave of GDPR emails has subsided, we are not out of the woods just yet. The new data protection rules call for new, safer methods of handling customer information and retailers must adapt to accommodate this.

From a business perspective, you may view GDPR as a slight inconvenience, but as consumers, I’m sure we can all appreciate the move to protect our data, which is why your GDPR plans should revolve around your customers.

What Has Changed?

Since 25 May, when the Data Protection Regulation was implemented, a lot has changed. Primarily, to be able to process the personal data of a customer, you must now have their clear, freely-given consent, indicated by them ‘opting in’.

While there was mass concern about the loss of customers as a result of these new rules around consent, it seems that automotive retailers have not been severely affected. Statistics collated by Marketing Delivery show that 86% of customers provided an email address and 87% of these consented to being contacted.

There is also pressure on businesses to improve and clarify their processes and policies regarding lawful data handling and to update their current systems and documentation. This is requiring significant changes to be made.

Top Tips for Embracing GDPR

1. Whether you like it or not, changes will need to be made. Taking a proactive approach to policy implementation will make the adjustment easier and faster.
2. Promote the importance of consent within the business, putting yourself in your customers’ shoes.
3. Be as transparent as possible when it comes to gaining consent from your customers. Honesty is key for customer retention.
4. Train staff on the key aspects of the new regulation and how it will affect their roles and responsibilities.
5. Have a clear out of your data. Think about what you really need to keep and how long you need to keep it for.

If you are feeling overwhelmed and are unsure about the changes you need to make, there are companies and organisations that can offer support. Click Dealer have also made significant changes to our DMS to assist your dealership with data cleansing and to give you a clear, convenient way to ask your customers for consent.

To find out more about our GDPR-friendly DMS, get in touch with Click Dealer today via marketing@clickdealer.co.uk, 01782 478220 or through our contact page!