Do you know how to make the Customer Experience memorable and enjoyable in companies without infringing the General Data Protection Act? Is it possible to have a Customer Experience LGPD compliance? The answer is yes, and in this article you’ll find out how.
What is Customer Experience?
Increasingly, customers are becoming an essential part of any business and are demanding not just service, but a more qualified service experience. As a result, companies are faced with a major challenge: to make the Customer Experience more pleasant and empathetic!
You therefore need to create good strategies to meet your customers’ needs, regardless of where they are and what means of communication they use. And this can be done effectively thanks to Customer Experience.
O Customer Experience (CX), in Portuguese Customer Experienceis the set of perceptions and impressions that a customer has of a particular company after interacting with it. It is the image that the company conveys to its customers during the entire interaction process, before, during and after a conversion, be it a purchase or contracting services.
It is important to note that there is a big difference between the Customer Experience and Customer Service.
Customer service is focused on meeting the needs of customers when they buy or hire a company’s services, when they have a problem to solve, or even when they have questions to answer.
The Customer Experience refers to the customer’s journey with that company, from the moment they meet and interact with it, covering not only customer service, but also the perception that the customer or potential customer has when they come into contact with a company.
To help with the challenge of making the Customer Experience more pleasant and empathetic, there are companies that specialize in Customer Experiencesuch as Scootowhich is a company specializing in humanized customer service, through a highly qualified customer service department.
The General Data Protection Act
A General Data Protection Law (LGPD) was created with the aim of protecting personal data, especially in the context of total insertion into digital life. Constitutional Amendment no. 115 of 2022it became a fundamental right, with the aim of promoting human dignity and protecting citizens.
It can be applied to any processing carried out by a natural person or a legal entity governed by public or private law, regardless of the medium, the country in which it is based or the country in which the data is located, provided that the data processing operation is carried out in Brazil; the processing activity is aimed at offering goods or services or handling data from individuals located in the country; or, furthermore, that the personal data being processed has been collected in national territory.
It is important to note that data processing is any operation carried out with personal data, such as those relating to the collection, production, reception, classification, use, access, reproduction, transmission, distribution, processing, archiving, storage, elimination, evaluation or control of information, modification, communication, transfer, dissemination or extraction. In other words, by having access to personal data, companies are already processing data.
Therefore, it can be seen that Customer Experience companies process data and must comply with the law, guaranteeing proper processing and transparency for the data subject.
Customer Experience and the GDPR
One of the biggest Fake News related to the LGPD is that it was created to harm companies by making it impossible for them to use personal data.
This interpretation is completely untrue, since, in addition to being a market differentiator, compliance with the LGPD helps companies in various other operations, such as due diligence processes. due diligence processes for investmentsor when contracting with companies that already have these processes in place and, for the most part, require this document as being essential in order to enter into a partnership and contract.
In addition, companies that are appropriate and transparent with their customers are always well regarded and sought after by consumers, as they no longer accept their data being processed irregularly by companies that don’t care about compliance.
Companies therefore need to ensure that data processing, both B2B and B2C, is transparent, clear, reasonable and only covers what is necessary for customer service and customer experience. Customer Experience. Unnecessary data collection must be replaced by collection that is necessary and proportionate to the specifics of the case. Customer ExperienceIn other words, it needs to have a legal basis and a specific purpose.
This means that companies can only carry out the processing if there is a justification based on the law, and they cannot deviate from its purpose, which must be previously informed to the data subject.
In addition, the entire data processing process must be adapted to legal requirements, through mapping and traceability from the origin of the data, internal and external management with employees, partners and third parties, policies and, above all, the management of requests for the rights of data subjects.
By following this basic step-by-step approach to compliance with the LGPD, companies can guarantee not only a better Customer Experience experience, the certainty that they are on the right path to success, both for themselves and their customers, on a regular basis and mitigating the risks of information security incidents, which can lead to financial and reputational damage if not handled correctly.
So, to avoid the risk of making Customer Experience in your company an impossible and unpleasant mission, choose companies that specialize in Customer ExperienceThey will take care of the journey from start to finish, always striving for excellence and customer satisfaction. And, of course, just as important, having specialized legal support to comply with the LGPD.
Prepared by: Diessika Alves, lawyer at NDM Advogados.