Compliance doesn’t have to be a rude word in
the business world. The Data Protection Act is there to protect the
rights of individuals, but also brings with it the following
business benefits:
improved customer relations
Compliance with the Act requires data
controllers to inform their contacts of what will happen with their
data. This is usually done by means of a data protection notice or
policy. A well drafted notice can be a marketing tool in its own
right, and reassure customers that you are careful with their
information and respect their rights.
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improved ability to market lawfully
The Data Protection Act gives individuals
the right to prevent direct marketing, and the Privacy and Data
Protection (EU Directive) Regulations govern marketing by
electronic means to businesses as well as individuals. The
impact of the Data Protection Act and these regulations should be
considered when planning a marketing campaign and when procuring a
customer relationship management database. The way information
about marketing is given, and the option to refuse marketing is
presented, can make a big difference to the consent obtained and
the value of that data for marketing purposes. Compliance also
reduces the risk that targets are annoyed by marketing
communications rather than encouraged to purchase.
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improved data quality
Management of electronic data can be
challenging. The Data Protection Act requires data controllers to
ensure that personal data that they hold is accurate and where
necessary, up-to-date. It should be relevant and not excessive and
not held longer than is necessary. The benefit of compliance
with these measures is a reliable database.
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improved data security
The Data Protection Act requires data controllers to keep
personal data safe and to take appropriate technical and
organisational measures to process it lawfully. Most
businesses would say that their customer data is a key asset.
Compliance with the Act will improve the protection of those
information assets, and there are criminal offences under the Data
Protection Act, which can provide a remedy in the case of theft or
unauthorised disclosure of the list.
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