Our client, a prominent worldwide cruise line, faced a significant challenge in managing consent across their privacy program. Critical documents, such as Data Subject Access Request (DSAR) forms, were buried deep within the privacy policy.
This lack of visibility led to system miscommunications, resulting in past consent decisions being overridden and incorrect data flowing downstream. Efforts to fix these issues were slow and lacked a standardized approach, leading to a fragmented system that consistently maintained inconsistencies.
THE CHALLENGE
The client’s consent management process was disorganized and inefficient, causing 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. As errors and inconsistencies persisted, the need for a comprehensive and cohesive solution became critical to prevent further operational disruption and enhance customer experience.
Key challenges included:
- 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 designed 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, such as 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, for example, “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
- Resolved address discrepancies and prevented inadvertent opt-outs
- Improved user experience and trust
- Implementation of robust tracking mechanisms, including receipts and audit trails
- Established a solid foundation for sustainable consent management practices
- Ensured compliance and customer satisfaction
