There are some features that you might want to be reminded about, but also some new features for you to use with your customers, as part of your business compliance.
At ClubRight we have provided you here how you could use these features as part of your obligations as a business owner.
- Export Member Data Button
As part of GDPR your Customer/Member has the right to request that their data be removed from your records if they so desire. This might happen after they end a membership with you.
It is also the right of that member to request back their personal data in a digital format from you, which without ClubRight would be very difficult to do.
So to make things easy there is a feature in a Members Profile that allows you to do this easily.
Whilst the GDPR says 30 days notice to provide this back to a customer it would be wise to do it upon request to ensure you do not forget.
Open up the member profile, navigate to the "Audit" tab and click on either export member data (all personal information) or export membership data (details of all active and inactive memberships for this member).
- Members Area Marketing Preferences: Opt in or Opt Out
A unique feature of ClubRight is the Members Area which allows the Member to buy Memberships, book classes and update their personal information taking away the admin burden from you on a daily basis.
A new feature is Opt-in Opt-out option within the Members Area which allows the Member to change their preference themselves. This is a major benefit to the business as their customer can do this themselves, which saves both time and allows the member to be in control, which is one of the main benefits of GDPR.
If the member wants to update any of these preferences in the future they can click on the "Update communication preferences" button in the top right of their members section.
The quickest and most simple way is to ensure your members manage their own preference in the Members Area as this leaves the member in control. However there will be members that do not go online, if this is the case we have provided a button in a Members Profile page which allows you to action their preference for them.
Open up the member profile, navigate to the "Preferences" tab.
- "System and club messages" - by default this is active. These are things like membership welcome emails, booking details etc. They are also emails that you 'need' to send your members as part of their membership with you. The option to disable this is available to all staff members, but not the member themselves
- "Newsletter / Offers and promotions" - these are actually configurable by your club administrator. See our article on "Setting up your club account for GDPR"
It’s a good idea that you communicate to your customers and prospects that in order to receive marketing information, they must opt-in to receive it. Below are some points worth mentioning to ensure that customers are aware of the need to opt-in or opt-out.
- Make it friendly
- Mention a benefit of being signed up to your marketing list, i.e. We don’t want you to miss out on exciting offers we have for our classes!
- Remember, if a customer does not actively opt-in, you are unable to send them any kind of marketing material if there is no legitimate interest for that customer.
Messaging for Opted-in Customers
When you send a message to your members and prospects you will now need to make sure you are adhering to the contact preferences they have. You can do this whether you are sending to an individual or using the bulk email filter.
When you start a new message, you will find a new option (only visible if you are sending an email or an SMS)
Use this box to specify the type of message you are sending - ClubRight will then make sure the email isn't sent to those users who aren't opted-in to the relevant consent (for peace of mind, we do put a copy of the message in the members comms hub, but we mark it as opted-out...so you have a record)
It is key that you ensure you send to those customers who have opted in to receive marketing communications from you.
IMPORTANT to note here is that your members can change their preferences at anytime, so you should always select in The Members Grid the latest Opted in data which means you are doing everything possible to adhere to your members preferences at that point in time.
NOTE - When using Mailchimp for example once the Campaign list has been used delete it and do not re use the same data fro a later campaign as you might well find that someone has changed their preferences in that period between email campaigns.
There is no need to be scared of this new change to the law as it will make if anything personal data more transparent once it has all settled down after the 25th May 2018.
It is also worth pointing out that as in order to deliver your business service to a member you do have a Legitimate Interest "means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience"
We are not legal professionals, and we strongly advise that you seek legal advice in becoming GDPR compliant.