“Data as the new gold” & GDPR – how do they fit together?

DSGVO GDPR Ali Baccouche

Big Data is the future – we need data to train Artificial Intelligence, for instance for a better customer service or for a more targeted marketing. But how does it fit together with GDPR? We spoke about this topic with Ali Baccouche, Regional Information Security & Data Privacy Officer EMEA of the US technology company Texas Instruments.

Ali Baccouche is the Information Security and Data Protection Officer for Texas Instruments. He is responsible for privacy compliance and information governance for the EMEA region. Ali is responsible for identifying Texas Instruments data strategy as an element of the company’s product and business strategy as well as for the management of privacy and data protection compliance and regulatory engagement.

Before joining Texas Instruments, Ali was at AXA for twelve years where he lead the security, business continuity and data privacy function for Germany delivering security and privacy advice to senior management such as undertaking risk assessments for various strategic business projects.

Prior to joining AXA, Ali worked at Cable & Wireless USA (now Vodafone) for four years as International Network Development Manager responsible for developing and implementing Cable & Wireless global network expansion and investment plans in Asia Pacific and South America.

GDPR as an opportunity

Data is said to be the new gold but in Europe especially, the GDPR makes it increasingly difficult to capture customer data and use it meaningfully. What are the opportunities of GDPR for customer service?

I believe GDPR provides the perfect opportunity to enable better governance over a company’s assets, which if built well could even help product roadmaps by providing better insights into the customer data, which in turn means better return on marketing spend. In the long-term those businesses that embrace this culture-shift most successfully will emerge with a competitive advantage over those that don’t commit so genuinely.

Tips for SMEs

What do small and medium-sized companies have to take into account in terms of GDPR? Can you give us three specific tips?

Daten, Künstliche IntelligenzAside from the GDPR, responsible data handling is a basic principle of good business upkeep. Now that GDPR is in force, small and medium-sized businesses should be proactive by monitoring for any new guidance, updating and managing the company’s record of data processing, and continuously review organizational practices in order to capitalize on the key potential benefits of GDPR, such as the ability to increase data security, enhance customer centricity, and improve brand confidence among customers.

Data as a basis for Artificial Intelligence

In your opinion, how can businesses generate good quality data to fuel chatbots and AI?

In my opinion, businesses can generate good quality data to fuel chatbots and AI by first ensuring that their data is well structured and centrally managed (in one system) and accessible. Given the right tools, they can improve the quality of data, and in turn create efficiencies and ensure consistency across data sources.

It also provides the benefit of lowering  the upfront and ongoing costs of managing that data. Putting this into practice would require constant maintenance to keep up-to-date, tweaking as requirements change, periodic reviews, continuous feedback and maintenance.

Silke Ritter

Ich bin als Blog-Autorin, Video-Produzentin und Pressereferentin beim CCW-Veranstalter Management Circle tätig. Seit 2012 gehöre ich zum CCW-Team und habe zuvor nach meinem Germanistik-Studium in der PR-Branche gearbeitet. Als Teil der #GenerationY weiß ich nicht nur um die Wichtigkeit von Hashtags und gutem Content, sondern wünsche mir mehr gelungenen, modernen Kundenservice.

Further Readings

Do messaging channels like WhatsApp have a place in the Professional Contact Center?

Do messaging channels like WhatsApp have a place in the Professional Contact Center?

There are a number of reasons why professional contact centers should consider adding support for WhatsApp and other modern conversational messaging. Matthias Mehner looks at a few key factors driving the adoption of conversational messaging channels in today’s professional contact centers.


Both legs on the ground or the head in the cloud – how contact centers successfully use cloud solutions

For companies, the introduction of cloud technology can not only mean a significant optimization of the customer experience – and thus customer loyalty – but also a significant reduction in costs.

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