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“Check this box to consent.” “To opt out, uncheck this box.”

This widely adopted method of obtaining customer consent through checking or unchecking boxes on a website has been the path to GDPR compliance since the regulation passed in May of 2018. However, the Court Justice of the European Union (CJEU) recently ruled that a simple opt in or out would no longer qualify as “consent” when it comes to tracking your moves on the web through data files, or cookies.

As we’ve been talking about lately, “easy” isn’t always best—especially when it comes to building and running a customer-centric business. In the era of consumer mistrust and highly prescriptive regulation, organizations must embrace a new approach and do the work necessary to forge an authentic relationship with customers. The CJEU’s ruling necessitates that businesses will have to find other ways to gain access to the valuable insights stored within customer data.

It starts with taking a proactive role in gaining consent from a customer and continues with repeated conversations and engagement to build upon that initial approval. In a truly customer-centric business, even if the CJEU hadn’t made its ruling, consent can’t be achieved from a checkbox. Yet, in this era of data dependence, to be successful, a business must engage the customer in a mutually beneficial exchange—the customer consents to share personal information in direct exchange for a valuable benefit such as a more personalized and contextualized customer experience.

By using a sustainable model of accumulation of consent data, a business can unlock a treasure trove of critical insights and enrich customer understanding across the business. Moreover, when that model of collection is repeated through thoughtful and meaningful engagement, there are even more insights to unlock, allowing for deeper understanding and knowledge about a consumer. A simple checkbox could never hold the key to the direct voice of customer data that leads to business impacting insights in the way that iteratively earned consent does.

The CJEU has made official what Vision Critical has always believed:

Active consent is the only way to collect meaningful data from customers.

As businesses see the opportunities that exist through stronger relationships and improved engagement, they will actively choose to move beyond the mandatory legislated minimums and use earned consent because it’s the right thing to do.

How will The CJEU’s ruling affect your business? Click the social icons to share your thoughts on how the evolving landscape of consent data will change your business practices.

Consent Data: The Key to Unlocking Valuable Customer Insights

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Erin Avery

Erin is an outcome-oriented marketing visionary skilled in crafting a value-based narrative that resonates with the market and customers. She is a thought leader and an effective communicator who influences product strategy and unifies cross-functional teams to create organizational momentum. Erin is committed to giving customers the best customer journey through proactive engagement. Her 10+ years in the enterprise software marketing industry are rooted in data-driven, forward-looking strategies that produce results.

Erin recently sat down with Loyalty360 to talk about data strategies and techniques to increase ROI. When Erin isn’t strategizing innovating marketing practices, you can find her shaping the future of her two young daughters or traveling the world to help customers create meaningful business outcomes.
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