ABSTRACT
The General Data Protection Regulation (GDPR) is one of the greatest recognitions in terms of customers’ relevance in the firms’ processes achieved. A relevant challenge related to the implementation of the GDPR is linked to the companies’ lack of awareness of the forthcoming changes needed and to the consequences of a non-compliant firm behaviour. The entering into force of GDPR required an increase of responsibility and response-ability to the organisations, providing them many challenges but also new opportunities. By the way of GDPR compliance, brands can continue to use different touch points to stay constantly in touch with their customers, that are “always on”. One of the main problems that brands have to deal with is the clear ownership in customer data, due to their status of valuable asset – data as new oil. Brands need to look at customer data through a new lens: the value they can generate for customers as well as for the company.
