EXL SUPPORTS A MAJOR UTILITY PROVIDER WITH GDPR COMPLIANCE

GDPR EXPERTISE OMNICHANNEL COMPLIANCE APPROACH

CASE STUDY

© EXL Service, Inc. All rights reserved.

EXLSERVICE.COM

CASE STUDY

EXL SUPPORTS A MAJOR UTILITY PROVIDER WITH GDPR COMPLIANCE

The General Data Protection Regulation (GDPR) provides European

citizens with a strong set of data protection laws to protect their

personal information. This regulation caused EXL’s client, a large UK

utility provider, to reconsider its marketing strategies.

Previously, customers who had not explicitly opted-out of receiving

communications were considered for marketing messages. In this

post-GDPR environment, there are stringent penalties for contacting

customers without prior consent, as well as other new considerations.

Now, the company needed a clear audit trail for showing opt-in

consent provided by a customer for all marketing messages.

This raised several major concerns for the organization:

• • They required support in making marketing consent changes to ensure that they complied with GDPR regulations

• • Need to maximize their marketing base given the conditions

• • Avoid GDPR fines which could reach as high as 4% of global turnover

ApproachInstead of simply converting a large customer segment to opt-out

status, EXL monitored the customer consent journeys over time to

make sure these customers had truly opted-out of receiving messages.

• • EXL helped the organization stay GDPR complaint by optimizing the volume of the customers that should be moved to the no marketing category

• • Actively monitoring unexpected consent changes for customers over a period of time.

• • Identified the root causes and why customers opted out.

In this process, EXL also highlighted certain drawbacks that led to

implicit consent conversion to opt-in, helping avoid several clear

GDPR violations.

We helped the organization fully utilize its marketing base by aligning

the channel preference to the overall consent preference.

OrchestrationThe approach primarily required ensuring that the client gained

the proper consent from customers who had received marketing

communications. In case where we a reliable audit trail could not

be identified, the customer was listed having opted out. For such an

exercise, EXL looked at the following:

• • Time slice customer data to identify the points where there was a change in customer consent

• • Identify the source of the change in the customer status, and whether it was an implicit or an explicit conversion. This required analysing different customer journeys that the customer was undertaking at that time, such as enrolling for loyalty or other programs, registering for an online account, making a complaint, or a conversation with a call centre agent which involved a consent change.

Simplifying the regulatory environment so consumers and

businesses can fully benefit from the digital economy

2EXLSERVICE.COM © EXL Service, Inc. All rights reserved.

EXL SUPPORTS A MAJOR UTILITY PROVIDER WITH GDPR COMPLIANCE

• • Once all the key factors had been considered, customers were segmented into red, amber and green pots indicating the level of associated risk

The above findings provided insights into situations and fixes EXL

shared with key stakeholders. We then used our technical expertise to

perform the following actions:

• • Fixes for customers the organization had seen as having opted-in in line with pre-GDPR regulations

• • High priority consent conversions resulting from direct GDPR violation concerns/complaints.

• • Identification of the blanket customer base that may have been aff ected due to technical issues with the digital systems

• • Orchestrated fixes in the core source systems, as well as provided list of customers for suppression in various marketing systems

• • Channel preference fixes for customers on a special marketing program, ensuring that they are opted in/opted out on relevant marketing channels

About EXLAt EXL, we’re experts in more than analytics, operations management,

and technology. We’re experts in you, and your industry. This gives us

the context to look deeper to identify and capitalize on opportunities to

outperform. We call it Digital Intelligence: the all-important combination

of data and domain knowledge, orchestration of human and technology,

coming together to create breakthrough results and outcomes.

Digital Intelligence is why companies in the world’s most complex

industries, from insurance to healthcare to transportation, bring us

their toughest challenges, their seemingly impoHeadquartered in New

York, EXL has more than 29,000 professionals in locations throughout

the United States, Europe, Asia, Latin America, and South Africa. We

work as one committed team, with one overarching goal: to give our

clients the power to transform—to move from playing catch-up to

leading the pack. Because we’re not content to help our clients adapt

to change. We embolden them to lead the change.

EXLSERVICE.COM

OutcomesEXL supported in minimizing GDPR violation risk for the

energy provider. This included optimizing the volume

of consent fixes customers listed as having opted-out.

Supported channel preference fixes to make sure client

didn’tunderutilize marketing opportunities.

3.1MConversions to opt-out

75KHigh priority

consent conversion

269KChannel

preferencealignments

EXL (NASDAQ: EXLS) is a leading operations management and analytics company that helps our clients build and grow sustainable businesses. By orchestrating our domain expertise, data, analytics and digital technology, we look deeper to design and manage agile, customer-centric operating models to improve global operations, drive profitability, enhance customer satisfaction, increase data-driven insights, and manage risk and compliance. Headquartered in New York, EXL has more than 32,600 professionals in locations throughout the United States, the UK, Europe, India, the Philippines, Colombia, Australia and South Africa. EXL serves multiple industries including insurance, healthcare, banking and financial services, utilities, travel, transportation and logistics, media and retail, among others.

For more information, visit www.exlservice.com

To find out more, contact us

EXLservice.comUNITED STATES (GLOBAL HEADQUARTER)320 Park Avenue, 29th FloorNew York, New York 10022T +1 212.277.7100    F +1 212.771.7111

UNITED KINGDOMSt Clare House, 30-33 Minories London, EC3N 1DD T +44 7904.256.431

AUSTRALIA AND NEW ZEALAND1198 Toorak Road, Camberwell Victoria 3124,Melbourne, AustraliaT +61 448.305.819

Facebook LinkedInTwitter

3EXLSERVICE.COM © EXL Service, Inc. All rights reserved.