Legal Skills: Customer Contact Compliance: not just Data Protection

Course Overview

Contact compliance, now far removed from 'just data protection', is an essential part of a mature customer relationship management (CRM) strategy. The customer journey is long, tortuous and increasingly manipulated by the need to comply with complex information law and privacy legislation.

The challenge to which marketers must respond is that of achieving a profitable balance between customer loyalty and contact compliance. In so doing, marketers now fulfil a far more demanding role, where they are called upon to be both expert adviser and enforcer in legislation and industry codes of practice. The advice they give can carry serious consequences for company, customer and marketer alike.

Audience

• Marketing professionals, managers
• Database marketers
• Event organisers/coordinators
• Web marketers
• Owner managers with responsibility for customer contact

Skills Gained

You will be able to advise and shape customer contact strategy, proactively supporting your organisation in its responsibilities to manage the wider scope of customer contact compliance and turn a profit at the same time.

Costly mistakes to your organisation can be avoided by protecting the brand and the bottom-line through the education of marketing staff in the requirements of information law and privacy.

You will be more proactive and confident in your customer contact, challenging the myths and legends around compliance. This will help you remove perceived restrictions to your marketing activity and start to build more profitable, permission-based relationships.

Course Outline

• Demystify essential elements of primary information law and privacy legislation e.g. Data Protection Act 1998 and the Privacy a
• Electronic Communications (EC Directive) Regulations 2003, so that you can deliver customer contact programmes that have the resilience to stand up to 'legal and compliance' scrutiny
• Gain confidence in data sharing arrangements e.g. co-sponsored events, joint venture programs, affiliate marketing, etc. and unlock the huge benefits that are there for the taking
• Write privacy and compliance statements that actually win more business, not just bore people to death!
• Turn your awareness and commitment towards individuals' privacy rights into something which can positively influence customers' purchasing behaviour
• Manage risk across complex multi-channel marketing programmes
• Assess your data acquisition and database marketing for compliance, particularly regarding the requirements of the Data Protection Act 1998
• Untangle industry codes of practice, e.g. DMA and Advertising Standards Code of Practice, and their relevance to primary legislation
• Gain confidence in your ability to develop a ROI from marketing

Legal Skills: Customer Contact Compliance: not just Data Protection / 0981