You probably already know about the GDPR,the new data protection law that will change the rules of the marketing game for organizations that in some way deal with the personal data of EU citizens.
The GDPR,the new data protection law that will change the rules of the marketing game for organizations that in some way deal with the personal data of EU citizens.
We have already discussed in detailwhat GDPR means for the hotel industry, and simply put, hotels are one of the businesses most affected by the new legislation, due to the amount of personal and confidential data they collect about their customers.
Primero, recapitulamos. Here are some important points about GDPR:
These are some aspects of a complex law. In this post, we will talk about a solution. We’ll explain how a hotel CRM can help you get ready for the new data protection law with the example of the CRM de HubSpot.
1. Data collection
To legally collect data, you must receive “freely given, specific, informed and unambiguous consent” from a user. To achieve this, you must clearly notify this person, explaining in “clear and plain” legal language exactly what data is being captured, for what purposes, how long it will be stored, who will have access to it and what their rights are with respect to this activity.
How a CRM can help you
Clear notice. HubSpot’s CRM makes it easy to create a clear ad with a simple process for creating landing pages and forms. The toolkit will help you inform the user about how their data will be used, stored and processed and about their rights.
Affirmative consent. You can register affirmative consent through the forms using the opt-inor double opt-in
If you are unfamiliar with the term, the “double opt-in”is a 2-step confirmation process in which a user confirms their email address after initially registering. The GDPR does not specify whether the double opt-in form of consent is mandatory, but many organizations choose this option as an additional protection measure to prove that they obtained the required consent.
2. Data storage and processing
The aim of the GDPR is to empower individuals to control their personal data. The new legislation sets strict rules for organizations to ensure that the rights of individuals are protected and strengthened.
The GDPR is designed to enable individuals to control their personal data.
Individuals always had the right to demand access to personal data. However, with the GDPR the timeframe becomes stricter as do the penalties for breaching the rights of data subjects.
Individuals can request access to their personal data and organizations are required to provide full information about where and when the data was acquired, the purpose of processing, the category of personal data, the retention period and storage information. Individuals can also modify their personal data by requiring the data controller or data processor to correct the data.
How a CRM can help you
Contact export. With HubSpot’s CRM you can easily export a person’s record data in a user-friendly format (a process required by the GDPR) that is very simple and only takes a few seconds.
Modify and update data. An individual’s right to request that a data subject modify their personal data is also protected by current legislation, but with GDPR the restrictions will be more difficult. The CRM platform will help you to edit personal data in a simple way, whether it is updating the email address or any other request.
3. The right to be forgotten
The right to be forgotten is also known as data erasure or right to erasure. The GDPR gives individuals the right to request erasure of their data by the data controller, suspend further distribution of the data and potentially allow third parties to stop the processing of the data.
Right to be forgotten.
How a CRM can help you
Unsubscribe button. The emails you send with CRM software include an unsubscribe button, which allows your customers and prospects to send you a message indicating that they want to withdraw their consent to receive your emails. This feature also helps companies comply with EU e-privacy legislation governing direct marketing.
Preventing the opt-out of receiving your emails.
Email preferences. In addition, the platform offers customers and contacts the opportunity to choose which email categories (newsletters, promotions and offers…) they wish to receive by changing the email preferences.
As you can see, there are many ways in which a CRM can help you comply with the new data protection law. While we advise you not to rely solely on the CRM to prepare you for GDPR, and suggest you seek professional legal advice, an easy-to-use CRM platform can and will make the adjustment process easier for you.
While we advise you not to rely solely on the CRM to prepare you for GDPR, and suggest you seek professional legal advice, an easy-to-use CRM platform can and will make the adjustment process easier for you.
The GDPR is a big change, and many marketers fear the upcoming legislation. We at Amara believe that the new data protection law is an opportunity. An opportunity to gain more trust from your customers by being more transparent with your marketing strategy. Yes, it will be more difficult to capture new leads and retain them, but the quality of your contacts will be much higher. GDPR is an opportunity for all of us and we should see it not as a threat, but as a possible competitive advantage.