Profile stores and strategic opportunity
There is no reason to despair, because the stringent rules that come with GDPR actually offer a major opportunity as well. Most companies these days find it challenging to communicate clearly with customers. GDPR levels the playing field and offers a (relatively) simple set of rules companies can follow to clean up customer information and make it accessible. In this way, it makes it easier for businesses to cover the basics of setting up a successful omnichannel customer strategy.
A way of ensuring that customer information is up-to-date and centralized for easy access is through profile stores. In many companies, customer data is still scattered across different departments, namely sales, marketing, and customer service. This makes it difficult to be transparent about which customer data you have and how it is used, let alone ensuring customers their ‘right to be forgotten’. Profile stores, which are often cloud-based, offer not just a 360-view of the customer, but also make it easier to comply with GDPR.