Are you ready for the Message Management System?
CAN YOU COLLECT AND MANAGE PERMITTED AVAILABLE DATA?
Each passing day it becomes more important for the firms to provide the omnichannel customer experience with personalized services and offers. The prerequisite for collecting, processing, and communicating customer data is to obtain permission from customers in line with the relevant legislation and to manage these permissions within a sustainable configuration.
With Artificial Intelligence Technologies and Big Data at the heart of marketing, it is now possible for companies to send an SMS addressing their customers by name, create different e-mail designs according to their gender, offer maintenance appointments based on IoT data, send instant notifications according to their location, advertising based on the online browsing movements, and recommend products based on size and shopping habits of customers. But, before making such personalized offers and communications, companies have a major task to perform, which is making sure that client permissions are collected & managed securely and in accordance with the law.
Unfortunately, we see that without laying this foundation, some companies make personalized communications and as a result suffer hefty penalties, or cannot use the customer data they collect in marketing activities because it is not actually compatible with the law.
So what are these permissions?
Companies are expected to act in accordance with the relevant legislation, especially "KVKK" (Personal Data Protection Law) and "ETHK" (Law on the Regulation of Electronic Commerce) at the contact points where they want to collect data.
Pursuant to KVKK, the rule is that personal data cannot be processed without the explicit consent of the relevant person concerned. Accordingly, companies are obliged to at least inform the data subjects before starting to process personal data and to obtain explicit consent if necessary.
Examples of personal data include name, surname, TR ID No, mobile phone no, e-mail address, gender, address, location data, voice recording, photograph, etc.
According to ETHK, companies must obtain commercial electronic message approval from the recipient to send commercial electronic messages. The burden of proof of the permissions obtained pursuant to both laws rests with the data controller/service provider.
Today, with the entry into force of the ETHK and then the KVKK, the companies need methods and products that both facilitate the collection of permits through various channels and help centrally manage the collected permits efficiently, effectively, and in accordance with the law.
Integration with MMS is a must!
In accordance with Law No 6563 on the Regulation of Electronic Commerce and the Regulation on Commercial Communications and Commercial Electronic Messages, the service providers that want to send commercial electronic messages must register with the Message Management System (MMS) and integrate with the MMS.
What is MMS?
It is a national database system where Service Providers can store and manage various types of message permissions, such as calls, messages, and e-mails, view and remove permissions given by recipients, report unauthorized submissions, record all permissions with the timestamp, and store them securely.
What are the main challenges in the Permission Management Processes?
Management of permissions collected through various channels
Especially in companies that provide omnichannel service, teams can collect permissions from many different channels in isolation from each other, but these permissions are not combined at the back office and are kept at different places, and thus, the same customer can be created more than once and a robust single database is not formed. As a result of collecting separate permissions through various channels, the problem also arises that it is not known which department collects permission from a customer for what purpose, and for what duration, etc.
Tracking permission updates
When the permission texts are kept on the employees' computers, companies experience problems that these texts cannot be updated in case of any changes or that it cannot be determined by whom and when the change was made. Therefore, there is a need for smart structures that track versions.
Creating digital proof tools
The most critical step after collection of the permissions is to store the collected permits for a long time and provide proof of the permissions in case needed.
Problems may arise such as trying to find a different solution for each channel to be used in obtaining permission, difficulty in managing field activities, inaccurate contact information declared by individuals, and inability to prove that the permit was obtained in accordance with the legislation in case of complaints.
Managing the opt-out processes
The fact that the opt-out process is generally difficult to monitor and manage through various channels can lead to cases where the necessary actions cannot be taken as per the relevant legislation regarding the customers who cancel their permissions. In order to prevent this, instant integrated opt-in/opt-out processes are needed.
TANI's Central Permission Management Solution integrated with MMS: Dataccord
With its 18 years of CRM experience, TANI has developed a product that will provide solutions for the needs of permission management in order to facilitate customer permission management, which is the cornerstone of CRM. With the Dataccord product, TANI is able to quickly integrate into all channels of companies as omnichannel. Dataccord collects permissions from customers with processes that comply with the requirements of KVKK & ETHK and ensures their sustainable and effective management. In addition, by providing integration with the MMS (Message Management System), it offers a holistic solution for permission management needs.
Release Date: 29.09.2020
