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Contact Centers, CRM, and Compliance

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Contact Centers, CRM, and Compliance

October 25, 2018
  By Paula Bernier, Executive Editor, TMC

Today marks the five-month mark since the EU’s General Data Protection Regulation took effect. But studies indicate that many businesses are still grappling to get into compliance. And some suggest that customers become more familiar with GDPR, more companies will receive requests related to data privacy rights.

"With the EU enacting GDPR and the public outrage over Facebook (News - Alert) privacy violations, it is clear that customers are starting to care a lot about their privacy,” says Helpshift co-founder and Chief Strategy Officer Abinash Tripathy. “CRMs collect a lot of data about customers in order to enrich the transactional sales process and GDPR will require that this data is collected only after customer consent has been granted. Nonetheless, businesses can expect customers to increasingly demand control over this data. CRM vendors will be forced to use blockchain as the system of record for customer data so that customers can have that control, and companies should provide methods for customers to interact anonymously with their brand."

Meanwhile, contact center software provider says that the European Union’s GDPR signals a new era for data security and privacy regulations. However, it adds, data privacy regulation is happening in a piecemeal way – country by country and industry by industry.

“While we will likely see more countries follow in the EU’s footsteps, we are still years away from a truly global mandate,” says Semafone CEO Tim Critchley. “In the meantime, contact centers should seek new ways to simplify compliance, protect customer data, avoid fines, and keep their names out of the news headlines as victims of a major cybersecurity incident. This begins with treating PII as ‘toxic’ and removing as much of it as possible from their business’ IT infrastructure.”

PII stands for personally identifiable. It includes information like bank account details, credit card numbers, and social security numbers. Semafone suggests contact centers use descoping technologies like dual-tone multi-frequency masking solutions, which allow callers to enter numerical PII data directly using their telephone keypads. And the descoping solution in this case would mask DTMF tones with flat tones so contact center workers and eavesdroppers can’t get that sensitive data.

Edited by Maurice Nagle


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