Friday, 26 January 2018

Customer data warning for businesses

Shropshire business owners could be missing out on valuable customer information if they don’t offer free Wi-Fi for customers and visitors.

But Andrew Oranjuik from Martin-Kaye Solicitors, in Telford, said it was vital that the information collected was handled sensitively and appropriately.

“For many businesses, there’s often a time when customers have time on their hands while they’re waiting at your offices, and it’s the perfect time for them to catch up on emails or check the latest news headlines.

“By offering free Wi-Fi, you’re not only keeping your customers happy, there are advantages for your business too – in particular, information.

“You are controlling the network connection, so you can set your website as the homepage and ask for customer data such as their name, email address, and age, which is extremely useful for future marketing campaigns.

“But make it very clear what your customers are signing up to and how the data will be used. Don’t ask for too many details either or you could put your clients off altogether.”

Mr Oranjuik said new General Data Protection Regulation (GDPR) rules which come into force later this year were also a consideration for business owners.

“Businesses will have to comply with much stricter guidelines and be far more transparent about how they process customer data.

“So collecting information while your customers are on your premises will need to be very carefully managed and you’ll need to provide an active opt-in where they individually agree to you holding their details. Of course, if they want to use your Wi-Fi network, they will probably be more than happy to let you have their personal information, so it’s a win-win situation.

“You’ll need to ensure you have business broadband with unlimited downloads, and keep the new ‘public’ network clearly separate from your business Wi-Fi network by giving it a separate name and access code. Don’t be tempted to work with an open network where no access code is required as non-customers will be able to make use of your Wi-Fi just by being in the area.

“Give your customers a user-friendly code and promote it clearly inside your building. You’ll also need to ensure you have the highest level of cyber security in place so that all data transmitted will be encrypted. Free Wi-Fi can give your business a head-start when it comes to collecting key information, but beware the new GDPR rules and make sure you’re handling the details you collect with care.”