Masterclass thirteen – Effectively managing data with CPaaS Profiles

Welcome to lesson thirteen of our omnichannel masterclass. Data compliance has been a hot topic for some time, but particularly the last year in the wake of GDPR. Even an exchange between a potential customer who has not made a purchase and an agent of yours counts as data you hold on someone, so handling, storing and managing data can be a tricky issue, especially if you are using an omnichannel strategy that has the potential to divide your data into disparate silos. Luckily, it doesn’t need to be this way. A good omnichannel provider will allow you store your data on customers in a centralised location, but also allow you to divide this data into pots where it is necessary keep databases separate with an iron curtain

Where is the data stored

It’s important that your CPaaS system stores data on your customers in a central location, such as a profile, which can be accessed by any of your team. Make sure this isn’t tied to a channel, as remember, your customers will be omnichannel. It’s likely they will be communicating with you on several different channels, but they should be a known customer regardless of which they are using to chat with you. A great provider will also give you the option of custom fields to fill in that are relevant to your business (such as date of last MOT), and feed all of this back into your other business systems such as your CRM.

Contextual conversations

Having all of this data on your customer in a centralised store empowers your teams with context, so that they can more effectively engage, inform, delight and convert. For your customers, it also provides a superior experience that feels informal and effortless. Low friction experiences are key in today’s market, so anything that makes the customer’s life easier, such as not needing to repeat information, or look up their account number, is a huge plus.

API spaces

There may be situations where it is a conflict of interest to store data in one place, and an iron curtain may need to exist between different offices or departments. Make sure you CPaaS provider has the ability to truly separate data as much as it has the ability to unify it.

Where is it physically stored

Make sure your provider employs cloud architecture which gives you the ability to deploy to any country in the world in order to meet with regional data requirements quickly. This might not be something you require now, but who knows where your business will be in a year’s time. Being ready to globally deploy will ensure you can say yes to every opportunity that comes your way in the future.

Right to be forgotten

European consumers have what is known as the ‘right to be forgotten’. This means that, if requested, any data that you hold on an individual (whether they are an active customer or not), should be deleted from front and back end systems. This includes names, ages, locations, files and any conversation history, no matter how innocuous. With any provider you use, you will at all stages remain the data processor, which means the responsibility (and penalties if not completed) will come down to you for deleting the data. A good messaging provider, however, will make it easy for you to manage the data, and should a request like this come in, your provider should have a system in place that makes the right to be forgotten an easy and thorough process.

Subject Access Requests

European consumers may also perform a Subject Access Request, which means they would like to become aware of what data you hold on them. Like the right to be forgotten, a good CPaaS provider will make this easy to comply with.

Preference control

Both your business, and your customers will have preferences when it comes to the kind of messages you are sending. A great CPaaS provider will let you manage communication channel preferences at the click of a button, and even offer automated backups channels to ensure your message is always received.

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