PDPA Compliance for a Major Luxury Automobile Brand
Background & Problem Faced
With the Personal Data Protection Act 2010 coming into enforcement as of 1st January 2013, companies are executing the necessary protocols for PDPA compliance to their customers to ensure proper application of the act in their current customer engagement processes. One such need arose when a leading major luxury automobile brand in Malaysia approached Daythree to implement a strategy to reach out to their customers and receive consent by way of signature unto a specially prepared PDPA form. The client had already sent out 2 notifications by mail and also sent an ‘interest generating’ booklet but only received less than 1% response. Based on the above, the client’s immediate need was to increase their current 1% response rate for consent from their customers to at least 60% in 60 days.
In approaching this project for the client. Daythree did some research into the client’s current customer engagement activities and found out that the client did not have a dedicated CRM team or a CRM system for this sort of work. No training was possible due to their focus on their core business and had no existing expertise to spearhead this request. We also identified that the previous message to the client wasn’t strong enough in emphasizing the compliance message and so customers either ignored the request or did not respond at all. As an immediate solution, Daythree recruited and trained a dedicated Customer Engagement Team with a Team Manager and Quality Assurance (QA) to ensure the right message was being communicated and each customer was engaged properly.
A CRM system was implemented to track all calls and responses to and from the customers.
We identified the root cause of the issue was the database and the information listed in them, we tracked 24% of the data as redundant while another 6% had already sent their response forms directly to the sales person. We also introduced two other streams of communication via e-mail and fax. This increased the response rate from 1% to 44% in 30 days with 21% of follow-ups and 4% of them confirming their response.
Overall successful customer contact was tracked at 76% of which 6% is listed as old data (contacts no longer are customers of the client). The remainder 24% is listed as ‘not reachable’ as of 15 June 2013.
Key Business Benefits
The overall benefit to the client is that, they have successfully managed to update their databases with current genuine customer information through the data cleansing process implemented by Daythree. Among a database of 2446 customer contacts, 66 were identified as duplicates, while 144 contacts were identified as old data (contacts no longer are customers of the client). 1067 have been contacted by email, with 108 of them confirmed to respond with the consent forms. Daythree managed to over-achieve the desired response rate from 60% to 76%.
This process if done internally would have cost the client both time and resources in implementing a CRM team dedicated to PDPA compliance only and by taking that away from the client, Daythree has successfully allowed the customer to concentrate on their core business while simultaneously improving on their CRM activities.