The big noise in the market right now is GDPR, the General Data Protection Regulation. This is the new European rule for data protection which is replacing and superseding other local country laws. It still applies despite Brexit for the UK, and it will be enforced as of 25th May 2018, so we’re not that far off.
It will have a big impact – businesses will be truly accountable for how they handle data, and the consequences of getting it wrong are high. So where does that fit within telephony?
One the major parts of GDPR is around gaining consent from the customer in order to use their data – you don’t own it, you just have a right to use it. That’s great if they fill in a form on a website or you’ve got something electronically trackable, but what happens if they give you verbal acceptance, how can you track that? Having your agent tick a box on a system or CRM is not enough because there is no proof the customer has agreed to it. A better solution is to have a call recording of the customer providing consent, easily accessible and attributed to their record.
Another major aspect of GDPR is the customer’s right to be forgotten. If requested, your system needs to be set up such that you are able to identify and remove all data relating to them, including call recordings. Often CRM systems are complex, set up in a way which makes accessing call recording difficult, often impossible depending on access rights. This is where Natterbox differs – we make it really easy to access call recording and other associated customer data. We put the relevant data against the record in Salesforce, so you can find the call recording quickly and easily.
Natterbox allows the business to have its view, and admins and users their own relevant access.
With GDPR you need to respond rapidly to comply with the rules – it is therefore imperative that it’s simple to manage customer data and preferences. Natterbox delivers this easily and affordably, helping you manage some of the requirements GDPR will bring into play. By recording both outbound and inbound calls, landline or mobile, and attaching them directly to the Salesforce record, allowing you to link to all the other data you have.
Another benefit of automatic call recording, outside of GDPR, is the ability to utilise the recordings for training and quality purposes. Improvements in customer care can be attained by allowing the agents to listen to previous conversions and find areas to train and coach on – a major advantage allowing staff to pick on things they may have missed.