Corné van Rooij - How Consent Can Build Customer Intimacy

Does everybody know what customer intimacy is or is somebody that doesn't know it. So you have three value chains. Okay. One is more product price or product leadership. One is price, and the other one is customer intimacy. So cm system, consumer and anti access management system, they usually build a consumer or customer profile that's that's their basis. And if you look at it, these things like personal data, little bit more limited now because of the TPR. So you can't collect anything front that you may not have to use yet because then you need consent. Then you have social network.

This is more driven by yourself. So much more capabilities. If you share things with your friends, they, they don't necessarily need to get into the system and get connected to the cm system. References could be like email reference for communication, or could be like, like horror movies, things like that. And eventually the consents you need there where you're collecting information that is outside of what's necessary to provide the service. So that's quite some information you're collecting. And that's basically the, the view of that consumer for the company.

And then there's always a link with the product and your services you, you offer. So once advise a product, you are allowed to send new information by email, for instance, about new releases of that product. So there has some GDPR EPRI directive kind of bluebacks there.

Well, GDPR creates more interaction because of the consent. So the question, if you are allowed to use that information, and normally you give value back to get an approval.

Well, how to build a stronger customer intimacy driven by sorry, how to build customer intimacy to, to create stronger engagement with your customer and using consent as an instrument. One of the things is that a consumer normally is not tricked into your business quite easily. You really have to attract the person to come to your service and to look around on the website, don't bother them too much with popup screens. And then eventually they may be interested in knowing a little bit more about your service and they may even buy a product or a part of the service basis of that.

And after that, you can enrich the relationship in any way, shape or form or for more product sell more or for more value in the service. So, but it's a, it's a journey. It's the customer journey. You need to get that prospect through. And nowadays, if you look at the, the bigger companies, but also the smaller ones, it has to go through digital transformation, like few building blocks, certainly where you're doing business with consumers. That will be key for that. First of all, to connect to more broader part of that user. So it's community and social part improve.

The registration must be very, very in the beginning, but you may add some additional steps in between. If you want to create more security or share more information, improve the conversion, make that easy, add several steps in your website, enhance the user experience, effectively creating another your customer. I will show you that later on and then interact securely. It's an open door with all the breaches and protect privacy, according to the GDPR, which is a requirement. So if you want to be a leader, you have to create this frictionless privacy protected personal engagement.

And if you serving millions of consumers, it has to be at scale to Then, if you look further ahead, that digital economy that we're stepping in needs a lot more information than only your digital presentation brings. So it really wants to know more about your real world. And then the question, if the things that I just showed in the cm slide, the things you're collecting, like profile information, social sense, et cetera, will be enough going forward.

Well, without let me look, if you really want to know to, if you really want to go to know your customer, besides these things, which can be very powerful, you would like, or maybe even need to have more information and more relationship kind of information. So I was a family that is connected to the person. What kind of devices, if you are offering it devices or it parts in, in your service, is there a neighbor you may be using to, to bring a packet if you're not at home, is there an advisor that is allowed to get into your financial information to give you an advice?

So there are a couple of relationship that you would also like to put into the system that can, can be used to broaden the service or open up the service, but to do that, it's not enough to have the relationship because yeah, you may know it as a neighbor and you know, his name and email as maybe your telephone number, but he may be awful. So you may not trust him. So what's that.

So the thing is that you also have to give mandates mandates are like authorizations or like delegations, but you basically say my neighbor can collect that package or my wife can control the thermostat, or my kids can look at these movies, these kind of mandates, and you also need to store these. So the relationship with the mandates together that will create that more big ecosystem of the real identity you're talking to and you have in your system, and then you, that there's another thing called interest. So we just mentioned preferences like horror movies.

And I want to be communicated by email, not by phone preferences can go a lot broader. I prefer to have some information about these kind of products or I, I have this kind of politic background or like this kind of music. So it's much more broader information that can be shared and can be used to better offer a service to a customer. So these are a lot more things. And if you want to bring these to a cm system, then this can be challenging. Certainly if you look at current, not very available standards on this, on this site, but that's, that's look forward.

There's still a language, product and services. Well, like I said, you need more personal information than you currently can ask a process. Certainly looking at GDPR where you can only ask the information, personal information that is necessary to provide minimum service and look at PSD two, you have to ask more Sam, if you want to get more information beside, outside of that scope. And I think it was already mentioned by Martin.

I, not certain, but you can't just put this in your terms of service or your privacy policy that sometimes things companies think if we just make that a little bit more broader, we can ask more information and then we make it mandate mandatory for, for enrolling to the service. Well, you can't do that because if you don't actually need that information, like an S to offer, to be a bookstore and offer him a book, then you're not allowed to ask that. Unless you ask it through consent, if you put it in your terms of service privacy policy, it won't be according to GDPR cause it's not freely given.

So just keep that in mind, the consent thing, it will come back several years, I'm zoom Martin, but it's not going go away. Interesting to see that consumers can even share more of that sensitive and private information nowadays. And they are doing that than they would do with a friend. And you may think, well, is that really the case? I tell my friends and my family, a lot of things.

Yes, it is. I, I can give an example of that. And probably more one of them is a SD too. So where people will share information they have at dead banks, maybe pension funds, et cetera, with an advisor in this case, an account information service provider. So in PC two such party provides information and sorry, reflects information for you with your consent and creates an offer or an advice on basis of that. So that means that that a as P has likely more information about your financial status than your friends know. So that 1 billion I have on the bank may not actually be there.

Don't tell further, can it work? So build trustworthy relationship frictionless by offering value, add at the same time and drive it stronger engagement. I try to visualize that, but eventually it will have to create them a better view of your customer. So you will be able to offer better services or more suited services for them.

So, because that's, that's a customer intimacy that we are going for. Well, I'll take an example. And I first have a very old Termat on it and take a new one. I hopefully it's not a brand.

I, it here, but I'll take it as a use case. A smart AMAT who has a smart AMAT in his house. Yeah. Quite a few going well, how to sell them well after, no, just kidding. So it's all start with the registration of that device properly, somewhere on the wall and you're connecting it to a service. Let's say it's a service. I call it thermostat web service, but oh, My screen goes that it's a, and goes back thermostat web service, but it's properly likely something from the NSE company. That's a utility company that they offer you to, to see to CEO data.

So they asking first name, last name, email address for probably obvious reasons. Let's not get into that one, then that you can build a relationship. So store the relationship of that person in this case, he's the owner of that thermostat. And then you give that owner full control, the possibilities to manage other users and to also manage mandates on it. So basically I, I, if I enroll to this service, that's my thermostat and I can add user to it and I can tell them what they can do. Pretty basic. No. Yeah. And the next step is that I need to get consent to use that thermostat data.

In this case, I need to get consent to use that thermostat data because I like my utility company to advise me on how to pair, use that thermostat in my house. So maybe there's some smart things like that thermostat can see and what rooms I am and where the family is and what the normal schedule is for the day. So it can say you can lower down energy or lower down heating there and heat that part of the building a little bit earlier and then can close it down.

Cetera, all that kind of stuff people do with smart AMAT once they get around the interface. Yeah. So then I need to store that consent also for advice, the purpose of processing advice, energy use on base of analytics of the term, the terminal. And then I give an authorization to the company, utility company to read that data because otherwise they can analyze that data. It's still for me. So it's my data I give to them to analyze, to give me back the results. Nothing more than that. I'm not sharing it with anybody else. So that looks like this.

So it could be, I won't say pop up could be a screen. You initiate yourself and then it will eventually ask if you can use the data, the smart time start. So they kinda give you yeah. Good advice to, to lower down energy cost. So you say, okay, so that's what stores the consent basically. Then I want to add relationship because my wife can control the term staff, or at least she can change some settings on it and it gets internal on and after thermostat. So here you see that the relationship has been built. The family has been added. We have two projectors, so they, they make a mess of it.

So the family has been added. You see spouse with the ID with ID is the unique, EdFi some information behind it and you see the two kit added and then eventually you see the spouse can change the settings and the kids can send, can do the term stuff on and off. So I store that all on that record. And that means that the system in a way can read that the term start itself can cash it eventually, but probably will check if it been changed. So if you look at your interface, that will look like this.

So you have Paul who's, the owner full control, manages some mandates and Mario the spouse can change settings and turn, turn all the damage stuff because there's the minimum setting and Leo and KBR, the two kids. So basically added these things and you are full control then six months later. So this is the customer journey.

Six months later, electric company asked me via email or whatever on the website that they can give me yearly trend reports on my users, but they can also give me a report on how my energy use compares to other people that have the same kind of house live in the same kind of area, same kind of family setting. So that means they need more information. They have to put it in that data warehouse, analyze it and needs to be anonymized or de personalized in a way.

So I'm gonna give consent to receive that report through email, I say, send me yearly trans reports that was already possible for them to read the data, but now I'm gonna ask mandate them to, to use the personalized data for that purpose and store that too. So that looks like this proof. You use your data anonymized of your lyric, blah, blah, blah.

Well, all good. Then one year later, still on the customer journey, inform me on a hip pump development by regular email because I see on a website and have nice offer for four YBA and I'll show your experience on that one later. So this means that basically when I return to see my reports or to control my thermostat, I get some advertising left and right.

It's, it's part of the part of the deal. I don't have to click on it. It's not a popup, but if I do, I may get attracted to more information or I get more value back for that. You already see that for adding that consent. You now already have three consents in a row. You see on one on the ID. So that's the main consent. And then two ones on email and address. So you're storing consent during the customer life cycle and that consents can used by the web applications or the device itself. And you build relationships, several relationships.

You have several mandates now and several authorizations on that. So that looks from an interface point of view. This is a heat pump. There's a new heat pump. Nice offer.

Martin is, is ready to take your artist. If you want to do show me the deal. Then if you show me the deal, you get the next screen. And basically there is where you mean asked how it will be exchanged. Start by email, by post and send information, basically stores that consented. So here do not see very difficult popup boxes because of the GDPR. We like to inform you. We need your consent on her because it's not necessary. It just have to be very clear what you do in this case.

It's a one time mandate to send you one time consent for, to send you information about that hip on it could be like a constant consent. You need more text for that. Maybe not on the mobile phone, but it's the same principle. And that way you are building out that customer profile in your cm system, you are getting knowledged about the relationship that they have. They feel in control. They can remove mandates. They can remove people if they like they can remove their devices. So it really becomes a very powerful instrument. You build your relationship, which a customer on customer intimacy.

And that means that cm then becomes more like the single source of truth, because there are the relationships, there are what you allow them to do, the mandates, the authorization, et cetera. I think I stayed in time for the first time ever.

Oh, perfect. You're ready. So thank you carne.

And again, we have left some two minutes or so for questions. Are there any questions on that maybe, maybe too early? I think one of the interesting questions, there's a question.

So, Hi, you mentioned the example of the smart thermostat, which I think is very interesting because in the Netherlands with the smart meters, you already get a lot of reports from your energy companies, with comparisons to other households, et cetera. So if you talk about consent and GDPR, it's also something that we sort of retro to give our consent for, that they already collected, or that we're able to easily retracted using these future services for how do you see that? Yeah. If you ask them, they will probably say yes, because it is true.

If they collect information and they share it with others, as long as they it's PII information in a way, and they don't anonymize it on the route very well, then it's, it's PII information. They have to ask you consent to use that information. So if they, if they have done that in a way, like I just showed that's close to how it should be, then it's more or less allowed to keep it like that. They don't have to do it again, but otherwise they were a little bit sloppy or they didn't ask than they should. Okay. We have another quick question here. It's a very quick question.

Just putting today's presentation together with yesterday's that's that you are running to run the sitting behind the consent, Quite a few QAR initiatives come together here as you could. Yeah.

So, so it'sa definitely for, for exchanging information. So yes it is. Okay. So thank you again, corn for your presentation and insight you gave.