The automotive sector is particularly affected by the GDPR due to its inherent franchise structure which has led to many variations in processes and systems.
The key issues to overcome revolve around consent management and compliance management which include:
· Embedding consent capture within daily processes
Most Dealer Management Systems do not easily allow you to capture consent as, generally, they are not customer facing systems. Dealers may resort to capturing consent on paper forms and then manually transferring to the DMS. This can lead to errors and loss of consent evidence if not managed properly, not to mention the additional time required to process this data.
· Capturing consent in multiple systems
Many dealers have multiple systems that capture customer data, such as Sales Enquiry Management, CRM, Service Plan, Video tools, etc. If consent is being captured in each of these then it can lead to duplication and potential mismatch of consent which slows down the marketing process and could cause a breach of the GDPR.
· Updating consent for existing customers
While it is possible to update consent already held for existing customers, to do so is incredibly difficult as it relies on having evidence of opt-out options at point of data capture (which most dealers don’t have). The only real option is to start gaining consent one by one as you see your existing customers through normal business.
· Measuring and managing consent
Dealers who have already started the consent capture process are finding it difficult to measure important KPIs, such as capture rates and agreed contact methods. Moving forward these extremely important business KPIs need to be managed on a frequent basis to ensure consent levels remain consistently high.
· Compliance Management
To be compliant with GDPR, most, if not all dealers will require a Data Protection office (or DPO for short). The DPO will be tasked with, amongst other things, mapping out the exchange of data, training staff on GDPR processes, managing Data Processors and much more. All of this can become overwhelming if it isn’t managed and stored centrally as evidence of duty of care will be required if a complaint to the ICO is made.
At eDynamix, we recognise these issues as high priority which is why we’ve built iConsent, our GDPR solution in an app. With it you have a single repository of consent with multiple capture points that embed themselves within your daily processes. iConsent can work with multiple databases at once and consolidate records to produce a master consent record for each customer.
For the pilot of iConsent, we asked a number of dealerships to use it in their showrooms to capture consent. The results taken from 2 months of data show that 48% of consumers chose marketing by mail with the highest choice being email at 68%. Phone came in at 61%with SMS at 57%. Overall however, 90% of customers chose to be marketed via at least 1 channel.
Within iConsent is GDPR Cleanse. This feature provides a mechanism for full GDPR compliance when marketing your customers once consent has been captured using iConsent. GDPR Cleanse works with any DMS without the need for full integration and is equipped with a SAR Console for easy handling of Subject Access Requests. Right to be forgotten management and full integration to the Telephone and Mail preference services can also be included for efficient removal of customer data on the eDynamix platform.
GDPR Compliance Manager
Included within iConsent is our Compliance Manager tool that allows Data Protection Officers to manage the entire process of GDPR compliance. As well as a customisable ‘live’ compliance check list, there is a repository of useful information as well as a secure ‘document locker’ to keep everything GDPR related in one location.
Our Connect desktop and mobile application keeps you in touch with GDPR KPIs not only for consent, but overall business compliance management.
eDynamix will be running a series of online workshops soon to discuss GDPR and iConsent, please visit our website to book a space at one of these. You can also book an on-site demo by contacting the eDynamix team through the following channels:
Phone: 01670 751201