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The awkward question every marketer needs to ask

February 16, 2022
3 min

In the new year, inboxes started to fill with emails coming from UK businesses, asking the hottest question of 2022: "Have you accepted our newest privacy policy?". So, what's happening, and what learnings can other European markets take to keep the news room buzzing, while staying on top of data privacy management?

Designing a frictionless user journey is a core activity - it keeps the e-commerce system's wheels spinning. Tweaking the user journey has impacts to the way customer data is collected and processed, activities that fall under regulations in many parts of the world. The biggest one is of course the GDPR. Its introduction in 2018 sent European customer marketing professionals overhauling their activities in ways not seen before. At the heart of this enormous effort sits the infamous document called privacy policy, which some handled as a one-off sweep, and some as an iterative work. Both were a lot of work for marketers and no-one looked forward to (each) refresh. So it is not a surprise that 2022 is really the first major time that we're starting to see a trend to update these documents - pushed by a regulatory change of course!

In 2022, the UK will be getting a new version of the GDPR. While lawmakers are still working out the details, two things are already clear: data privacy officers across the region will need to get ready, and with tools that take much less effort than the last time around. After all, we know this won't be the last policy, or the last regulatory change.

But how, as a brand, can you ensure compliance, and get the approval of your customers, while improving your service for better features and user experience?

As your service evolves, the consents you try to collect have to evolve too. For example, consents that you displayed to customers two years ago may not be relevant to new customers signing up to your service today. Consent versioning is a way to help identifying precisely what your customers have consented to. Here's how it works. Let's say that you have defined Terms of Service when your service got live in 2017. Since then, you've made a lot of changes to provide a better overall experience, including changes in the way data is manipulated across the user journey. Customers that signed up in 2017 accepted the Terms of Service for what it precisely did at that time. Now, how would you do to make sure they still consent to the those terms?

At ReachFive we provide a Consents module that handles that for you. Each time a user signs up, consents information is stored with a dedicated version for a precise understanding of the customer's context. As the time passes, you can define newer versions of a given consent that can be displayed to new customers. You can then work through customer segments based on their acceptance of different versions of a given consent.

The Console can be accessed directly, or using our APIs, allowing you to quickly identify customers that didn't approve the latest versions of your consents. With this information, you can set a dedicated communication channel to ensure the right customers are presented with the latest versions. This makes staying on top of changing regulations a breeze. And meanwhile, you enable a seamless customer journey that delivers strong insights and maximum connectedness, without the extra pain.

If you're looking to refresh your processes regarding customer data, don't hesitate to contact one of our specialists. 


   Matthew Thresh
   Customer Identity Specialist
   Choose your 15 minutes Catch Up


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