How to build up your customer database in a post GDPR world | DMA

Filter By

Show All

Connect to


How to build up your customer database in a post GDPR world


Your GDPR opt-in campaign may have seen less of a response than you anticipated. You may notice that fewer people have been opting in to your newslette or other communications. If this is the case you are not alone.

Those who have opted in are engaged customers: your products and services interest them. So how do you continue to build up your customer database, in quality and quantity? How do you go about generating leads and acquiring more loyal customers like these? Here are some top tips to grow your customer database after GDPR.

Capture quality data

New research has found that nearly one in five marketers (18%) identify poor-quality customer data as their biggest challenge. This data is often incomplete or out of date. But following a targeted data strategy can guarantee high-quality customer data for your business. Make sure it is complete and accurate by focusing on how you capture that data. Think about:

– The types of data you want to capture: the level of detail you need and how you will use this information

Where you capture data: what are the various touchpoints? Are you capturing data online, offline or both?

– The tools and forms that you use to capture data

Value exchange: what are you offering in return for the data you capture?

There are, of course, many ways to grow your customer database. You can offer a free newsletter or conduct online surveys. You could create gated content to capture prospect details or optimise your web sign-up form. But more often than not, the best way to capture accurate data that translates into lasting customer relationships is face to face with prospects and customers. Indeed, 80 per cent of marketers believe that live events are critical to the success of their company.

What data do you need? Be specific

Is your team capturing leads or conducting market research? What sort of information do you require from customers? Suzuki, for example, wanted to capture sales leads. Suzuki was able to present customers with in-device media, including sales presentations, images and model specifications, anytime, anywhere. As a result, the company enjoyed a 50 per cent increase in sales leads.

Create an experience (you’ll collect more data)

Experience is everything. That’s according to a recent EventTrack survey, at least. It found that 70 per cent of attendees become regular customers after an experiential event. There are other reasons to believe this high figure, too.

Attivo Networks, a cybersecurity company, immersed delegates in an altered state of reality at Black Hat USA. It created a hall of mirrors to demonstrate how its software uses deception tactics to ensnare cyber-attackers. Attivo actually surpassed its goal of quadrupling the number of leads compared to the previous year’s show. Instead, it increased sales leads by seven times, and gained coverage on the BBC and local TV.

Image credit:

Make the most of tools

The tools you use to collect information from customers can make all the difference to the quality of your data. A data capture app leverages the availability and portability of smartphones and other devices. This not only provides access to smart, secure ways to collect data, but enables teams and businesses to capture data offline, anytime, anywhere.

Provide an incentive

The GDPR has made your customers acutely aware of the value of their data to your business. So how do you make it worth their while? What you can offer in return for the data you collect?

Well, competitions and free gifts often go a long way. Silicon Publishing, for example, made the most of its available resources to surpass its goals at Graph Expo. The company gave away mini bottles of free, ‘secret’ hot sauce to passersby as an effective opener. The team also entered customers who submitted their details into their prize draw for a flat-screen TV. (This on the condition that they were present at the stand for the draw.) The team had hoped to capture at least 100 leads, but actually generated 112. Of those, 56 leads were highly qualified, again surpassing their goal of 50.

Image credit: Silicon Publishing Inc.

Gather is a supporting partner at Data Protection 2018: Beyond the GDPR.

Learn how we can help you grow a loyal customer database post GDPR. Contact a Gather expert today.

Hear more from the DMA

Please login to comment.


Related Articles

A telemarketing programme involving hundreds of one-to-one conversations with customers and prospects is the perfect opportunity to perform a thorough proof of concept. It enables you to learn quickly and validate your approach in a systematic, transparent way, so you set off on a better track.

Depositphotos_667828676_S (1).jpg

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

The latest regulation and compliance news for contact centres from the DMA Contact Centre Council’s Regulation Hub.


As the use of third-party cookies fades away, personalisation is getting a makeover. Companies are now using their own data and AI to offer more relevant, consent-based experiences that meet customer expectations for both privacy and personal touch. Find out more in the latest Customer Engagement: Future Trends report.

Customer Engagement: Future Trends Report 2024