Technology has brought about great changes in society, and to ensure user safety, the Federal Government created the LGPDGeneral Data Protection Law, under number 13.709/2018. 

The validation of this legislation is based on the General Data Protection Regulation, created by the European Union in the same year, 2018. 

This concern arose so that the established rules would serve as a tool for protecting privacy and clarifying the use of user data. 

It is well known that people's presence on the internet has become more frequent, with various tools requesting data such as name, address, and CPF (Brazilian tax identification number). 

Furthermore, many services can be purchased through specialized websites, facilitating the buying, research, and learning process for internet users, such as:

• Subscription TV;
• Video and music streaming;
• Stores selling a variety of products;
• Hiring skilled labor.

All of this has undergone drastic changes, considering that the data is confidential, and people of dubious character have started selling the information, improperly invading the personal lives of consumers.

Furthermore, various tools that requested the information could pass this data on to various channels for advertising contacts or other purposes, without the user really knowing the purpose of such information and why they were "donating" this access.

Therefore, the authorities have found a way to protect citizens, using legislative tools to regulate the digital environment and to ensure that those responsible for improper data leaks are punished.

1. Regarding the legal basis of the LGPD (Brazilian General Data Protection Law)

To prevent customer data from being used by unauthorized individuals, the LGPD (Brazilian General Data Protection Law) established guidelines for companies to be responsible for this information and explain the reason for collecting it, and this applies to both physical and digital media.

Therefore, the legal bases must be respected in their entirety, from the client's consent regarding the use of data exclusively for commercial transactions to credit protection.

There are rights and obligations that the company must fulfill, such as executing the contract in its entirety. 

Customers are responsible for accepting the rules established when contracting a service or purchasing a product.

Even the Federal Government must comply with the LGPD (Brazilian General Data Protection Law), both to fully comply with the law as presented in the Constitution, and to ensure that public policies are presented in the proper manner.

2. Appropriate customer service

With the implementation of the LGPD (Brazilian General Data Protection Law), companies have begun to establish contact with potential clients through more assertive and high-quality active and passive prospecting, while respecting pre-established norms.

To optimize this process, electronic tools can be used, such as... CRM (Customer Relationship Management), which can be freely translated as "Customer Relationship Management".

In proactive customer acquisition, salespeople contact customers who have knowingly provided their data, demonstrating interest in the service.

Therefore, consumers expect this response, whether in the form of a phone call, email, or other communication tools.

In passive customer service, the customer initiates contact with the company through daily online activities, or when they show interest in a product or service offered.

In both cases, communication can be carried out through website visits or social media, email exchanges, and phone conversations. 

Even contacts made at trade shows and corporate events become clear procedures indicating mutual interest.

With the help of a specific CRM program, companies archive data about interested individuals and potential clients, as well as record past contacts, creating a history of that person's profile and needs, so that service is better qualified regardless of who provides it.

Therefore, by cross-referencing data, it is possible to obtain information that helps to understand what the consumer needs, in a clear and direct way, as well as their behavior and "pain points".

3. Marketing strategies utilize data. 

Customer service has always been an important tool for acquiring and retaining customers, whether in the pre-sales or post-sales process.

Having meaningful data available helps in creating an advertising and marketing plan to reach the target audience effectively, as well as in resuming contact whenever necessary – and in better understanding the audience.

Thus, the strategies adopted can utilize digital tools, through specialized websites and social networks, as well as physical communication channels, such as newspapers, magazines, billboards, stationery, among other instruments.

In all cases, data collection must be clear, and more active contacts, such as email marketing, need to have the user's explicit interest, with the possibility of unsubscribing whenever desired.

4. Procedures adapt to changes.

The changes brought about by technology are continuously felt in society. 

Thus, the change implemented in the training and sales team management It has also changed, and they need to consider the new scenario, especially so that companies can adapt to the LGPD (Brazilian General Data Protection Law).

Formalizing teams prepared to serve clients and their immediate needs is facilitated by integrated programs and the development of information technology, while respecting the rights of that client/user.

Information management is centralized in distinct departments, with results presented immediately and directly on a computer screen, or even on a tablet, usually with the information already measured.

Therefore, it is necessary to have a dedicated CRM program developed in a customized way for each company. 

This speeds up customer service and allows sales to be conducted properly, with customer data presented in an authorized and unrestricted manner so that it can be used in the best possible way – without unnecessary information, thus protecting both parties.

Content originally developed by the blog team. Top News Tech, a website focused on delivering rich and relevant content for companies in various niches, as well as strategies that contribute to business development.