Our client, a prominent worldwide cruise line, faced a complex challenge regarding handling consent across their privacy program efforts.
introduction
Consent management was a significant challenge for our client, with critical documents like Data Subject Access Request (DSAR) forms buried deep within the privacy policy. This lack of visibility led to system miscommunications, with past consent decisions being overridden and incorrect data flowing downstream. Attempts to fix these issues were piecemeal and lacked a standardized approach, resulting in a fragmented system that consistently propagated inconsistencies.
THE CHALLENGE
The client’s consent management process was disorganized and inefficient, leading to several operational and compliance issues. With key documents hidden and no standardized procedure in place, the system struggled to maintain accurate records and deliver consistent data. This disarray not only complicated compliance efforts but also eroded user trust. The need for a comprehensive and cohesive solution became critical as the existing fragmented system continued to generate errors and inconsistencies, impacting both the client’s operations and inconsistencies, impacting both the client’s operations and customer experience.
- Lack of a standardized approach
- Crucial consent documents hidden within the privacy policy
- Miscommunication across systems
- Overriding of past consent decisions
- Incorrect data flow downstream
- Fragmented system propagating inconsistencies
Our Approach
Our team initiated the project by designing a comprehensive data flow model that addressed various use cases while ensuring standardization across all systems. We implemented a solution that bridged the gap between different sides of the system architecture – one side primarily handling binary choices like direct mail, and the other catering to newsletters and specific marketing campaigns. Our solution leveraged a combination of technologies, including Salesforce Marketing Cloud, Safesform, and proprietary custom databases.
Operationally, we formalized procedures, established separate channels for opt-outs, and emphasized best practices such as “do not sell” options. We revamped the preference center, embedding an additional layer (AXIOM) behind an account login to ensure accurate data retrieval.
Through our comprehensive approach, we addressed the immediate challenges while establishing a robust consent management framework for our client, enabling them to maintain compliance and deliver an exceptional customer experience.
Program Outcomes
- Unification and standardization of consent across all channels
- Enhanced operational efficiency and minimized compliance risks
- Formalized procedures and improved visibility into consent preferences
- Resolution of address discrepancies Preventing inadvertent opt-outs
- Improved user experience and trust
- Implementation of robust tracking mechanisms, including receipts and audit trails
- laid a solid foundation for sustainable consent management practices
- Ensured compliance and customer satisfaction
