CRM

GDPR Leads Brands to Better CX

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By Tom Smith

A year ago, most companies had no clue where all of their customer data resided, let alone whether or not it was secure. With the implementation of GDPR, and California’s digital privacy law scheduled to take effect in January 2020, companies have started taking their customer and prospect data, and its security, much more seriously.

Most organizations keep their customer data in a customer relationship management (CRM) database. However, prior to GDPR, the information was incomplete, the accuracy of the data was not taken seriously, and the data was not secure due to a lack of business process management and master data management policies.

Based

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Headshot of Tom Smith

Tom Smith

Tom Smith is a DZone research analyst who built a career gathering insights from analytics to inform integrated marketing plans that make a significant positive impact on business. He's a hands-on leader in marketing and analysis who has worked with more than 120 clients in eight vertical industries. Smith is an experienced full-stack marketer who uses insights to drive positioning and branding, demand generation and lead creation, channel management, and customer relationship management and customer experience. The purpose of his blog is to share thought-provoking insights regarding customer experience. Reach him at tctsmithiii@gmail.com.

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