Adjusting to the new normal has been quite (very) challenging and as we continue lockdown, which for me has become a blur between work and home life, I thought it would be fun to do something similar with my lockdown blog. Merging our home experiences to date, with a solution developed by my employer: Consentric, a tool to manage consent and preference. A warning before you continue, the links are tenuous but at least you now understand the title of this blog, sorry to disappoint!
JACK OF ALL TRADES, MASTER OF NONE. CONSENT IS A JOURNEY, SIMPLIFY AND SCALE:
In the beginning, we tried teaming up on everything. We were both downstairs with laptops open, cooking meals, entertaining the children and answering work calls. This did not work well. During a particularly stressful day, I found myself saying to my 3-year-old son: “Can’t you just be a good boy and learn to go and play with yourself!!??” (now read it again). It was in this moment my stress turned to laughter and I realised this routine was extremely counter-productive for the entire household. Trying to master everything at once meant most tasks were completed poorly and under high levels of stress, which really impacted the extra ‘quality’ time we were getting with our children.
So, we adjusted. We began getting “consent” from each other to book meetings and splitting our days in half. This allowed one person to focus on the kids and the other to focus on work. Whether you are home-schooling or looking after pre-schoolers, I found giving my attention to just one or the other made both much more satisfying and enjoyable. The outcome was happier children, happier parents and better work. If you do not have the luxury of sharing the load as one parent is a key-worker or you are a single parent; I have found getting up before the kids wake, helps close down some work tasks. Equally catching up at the end of the day can be satisfying too (mainly because you get to work with wine.) Check out these schedules shared by Pampers to balance work and parenting alone.
When it comes to consent capture don’t lose time or valuable opt-in’s trying to master everything at once (told you the links were tenuous). During the crisis, where an unprecedented amount of traffic has been driven online, you might be reviewing your current approach to consent capture and management. This may feel more complex than you had originally anticipated. Try and drill down the focus into one particular area, for example your website. You can embed consent capture technology, that can be up and running quickly. This will ensure you optimise the opportunity to maximise consents, whilst ensuring the solution can scale upwards or outwards (increased levels of consent granularity or including similar consent options on multiple websites and customer portals). This can then be integrated into your backend data stores (when the timing is right of course). Some consent management platforms have out of the box integrations available, such as Consentric has with Salesforce and many other systems.
Consent management is a journey, try simplifying to ensure no value is lost from missed opt-in opportunities. Scale into your eco-system, choosing the right technology to support this approach
I’M UNSUBSCRIBING FROM MY FAMILY:
There have been moments when unsubscribing from my kids seemed like a good idea during lockdown. For example, when I tried to teach Noah how to write his name and barely got as far as an N before he unleashed a 30-minute screaming meltdown (I have no idea why). Another time, I decided to answer my phone whilst in the garden, I turned around for 10 seconds and then Noah fell off the garden wall!! Thankfully it only gave him a few minor scratches, but it could have been a lot worse and left me feeling like the worst parent in the world, I wanted to run away from it all.
Of course, no matter how stressful it gets we wouldn’t unsubscribe from our family (Just look at how cute they were during Easter lockdown)! But when you look at this from a consumer’s perspective, buying today is like choosing a family. We post about our purchases and experiences on social media, aligning ourselves to a specific brand or organisation. We value being fully immersed in the lifestyle’s created by these organisations. We like to be informed about the latest offers, activities and events they have available. More recently, I have found I want to know how my suppliers are supporting me and the world during this crisis. I intend on using this information to choose who gets my business once we make it out the other end. It’s so valuable to keep your customers engaged with content that’s important to them. So, if you have an unsubscribe-only option, consider switching this out quickly with a more granular consent capture mechanism where customers can tailor their content, frequency or preferred channel.
MUMMY MUMMY MUMMY–CONSENT CONSENT CONSENT:
Mummy is not here right now she’s writing a blog.
It’s quite annoying being asked continuously for your consent when you’ve already given it. It is completely unnecessary if you adopt what we like to call progressive consent. Progressive consent is all about asking the right question at the right time. This is valuable for customers and organisations alike and has many applications. Looking at a couple of examples, from the customers point of view, progressive consent provides 2 -4 options to choose from and once opted-in the consent option will disappear. No more asking for consent for the same thing repeatedly. No need for complicated preference centres, with multiple options. This can potentially cause customers to just opt-out of everything. From an organisation’s perspective, you can use progressive consent as a quick and easy way to prompt consents due to expire. Or take it one step further and use this to drive more personalised content. Either way, this feature is great for boosting those valuable opt-ins in an open and transparent way.
MY PREFERENCE IS TO BE HUMAN-CENTRIC:
I am one of the many humans behind this awesome company and we all believe that individuals should be able to control the use of their personal data, starting with consent and preference. We are a human-centric organisation helping other businesses put individuals at the heart of their information.
We believe human-centric data is a must have for positive outcomes. It is data that has been authenticated by trusted individuals. In today’s world of fake news, bots and personal data misuse [using people’s data for purposes of which they were unaware], it’s time to challenge the conventions, provenance and insights being generated as a result of the explosion of data across the world.
For more information on Consentric please visit our webpage https://mylifedigital.co.uk/ or contact me on LinkedIn.