What is the Impact of GDPR on Customer Feedback?

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GDPR stands for General Data Protection Regulation. It is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU). The regulation came into effect on May 25th, 2018.


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Charles Clayton is the Global Customer Advocate at Epicor. Connect with Charles on LinkedIn.

What is the impact of GDPR on customer feedback


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Prior to GDPR coming into effect a lot was written and posted online about what it would mean with respect to collecting feedback from customers. The response businesses have taken on this is primarily driven by how they have viewed the customer feedback surveys and to what extent they could be interpreted by the customer as being marketing or market research.

While some would argue that customer feedback is clearly not marketing or market research, it all comes down to the perception of the individual taking the survey . From the perspective of the business collecting that feedback, it is about demonstrating that they know their customers and give those customers the ability to exercise a choice to take part or not. Businesses shouldn't forget that customers actively electing to opt out is saying a lot about what they think of that process.

Here at Epicor we take a lot of pride in the level of knowledge we have about our customers, and their industries. We also believe very firmly that customers should be able to choose if they want to participate in our feedback programs or not. That is why at the end of each survey we give them the option to opt out, and we provide easy ways for them to opt back in.

Our upcoming annual Voice of the Customer Survey gives all our customers the opportunity to have their say and help us understand their perspective of the interactions we have with them. Over the past four years we have seen a steady increase in the number of customers participating in our annual survey, and hopefully this year even more will do so.

We're listening, our customers input is valued, and that is a win for them. When our customers win, Epicor wins.

If you're an Epicor customer and you want to make sure you have the opportunity to take part, then go to the following link and opt-in - http://go.epicor.com/SurveyOptIn.html.

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