GDPR guidance is needed by most companies that collect customer data

When it comes to GDPR guidance, there's plenty of misunderstandings still floating around within companies of all shapes and sizes. Considering the time constraints and potential penalties coming into play, it doesn't seem like GDPR is something any organisation should just be winging! 

GDPR guidance will come into law in May 2018. This will give people much more control over the data that organisations hold on them, allowing them to request, amend and delete personal data. Organisations will also need explicit, informed consent to hold data and contact consumers. Failing to comply with GDPR could result in a €20 million fine or 4% of global turnover (whichever figure is higher).

GDPR is still confusing to many companies

Research by PORT.im reveals a widespread need for GDPR guidance among businesses. Shockingly, only 27% of surveyed business leaders believe that GDPR will apply to them, despite 73% admitting they collect personal data on their customers.

On top of this confusion, 55% answered that they were unaware of GDPR, mirroring other research that has shown a steady level of ignorance around the new regulations amongst UK businesses.

Here are a few other facts to peak your interest (and your concern…)

• 33% of businesses didn’t think they needed a record of consent to collect and store customer data
• 7% never ask for consent to store their customers’ data
• 19% said they sought permission but have no record
• 23% of businesses thought they did not need to securely store and encrypt customer data
• 26% believed their data was secure but admit it was unencrypted
• 13% had no idea whether their stored customer data us secure or not

Companies aren’t listening to GDPR guidance

“The headline figure that more than half of businesses are unaware of GDPR isn’t shocking, explains Julian Saunders, CEO and founder of PORT.im. “What is concerning is that this figure does not appear to have changed much despite all the publicity surrounding GDPR.”

“We believe this is because most businesses have little understanding of their current responsibilities surrounding customer data and, therefore, think they are immune to legislative changes. It really is crazy that so few companies seek permission to collect and store data.”

“Acting responsibly and ethically with customer data is a crucial way to protect and enhance brand reputation and ensure customer trust.”

Consumers aren’t happy

On the other side of the coin, it’s been found that the vast majority of consumers have received unsolicited contact from UK businesses.

Research from PORT.im showed that 78% of surveyed respondents have been contacted without their consent. In fact, 40% of respondents believed that more than 200 organisations currently held their personal data, despite 61% of respondents claiming they would choose not to share data even if they could directly benefit as a result. No wonder people are so annoyed!

Interestingly, it seems like most consumers are in need of GDPR guidance too. 70% of surveyed consumers hadn’t heard about the impending regulations, and weren’t aware of what these would mean for their data privacy after May 2018. Half of consumers were also unaware they could request their data from businesses.

So, not only are most consumers completely in the dark regarding their existing rights around data privacy, they are also unaware of how they’ll be improved in a few short months!

GDPR and inbound marketing could benefit one another

“GDPR is the most fundamental change to ever happen to data privacy,” explains Saunders. “It is designed to restore trust, accountability, security and transparency.”

“Reckless use of data and lacklustre security now means that many people are unwilling to knowingly share their data,” Saunders stressed – and this is a big issue.

“Ahead of the implementation of GDPR, where organisations will need to work very hard to continue to hold, collect and use personal data, this lack of trust and understanding of data rights is a huge problem. Many organisations need this flow of data to function.”

Luckily, if you're in need of GDPR guidance, we reckon we can help. Inbound marketing represents a fantastic solution for attracting relevant leads and converting them with explicit consent, using contact forms and workflow communications to treat your customers as they want to be treated. 

To find out exactly how GDPR and inbound marketing could make a wonderful pairing, get in touch.