By now, most businesses are aware of the California Consumer Privacy Act (CCPA) and some are actively putting measures in place or have already modified their processes to align with the new law. For many, the legislation’s biggest impact is on the organizational processes needed to make it easy for consumers to obtain their data upon request. But the real work is just starting. Even if you have aligned your organization to meet the CCPA requirements, you will want to assess whether your consent strategy is optimized, and you will need to ensure that the processes you’ve put in place are as efficient as possible.
As specialists in performance measurement, we’ve identified three key metrics that will help assess your organization’s effectiveness in responding to data requests in this new era of data privacy.
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First Response Resolution
Calculation: Number of data requests where the first response is sufficient / Total number of data requests
Why Is This Important?
This metric is modified from a commonly used Call Center metric – First Call Resolution – which measures a contact center’s ability to resolve a customer inquiry on the first call. The benefits of First Call Resolution have been well-documented: greater customer satisfaction, lower support costs, and increased likelihood of customer loyalty.
It makes sense, therefore, that companies should strive to achieve these benefits in their data privacy requests as well. Doing so will help reduce the cost of dealing with requests and it will instill confidence in users that your company is responsible with their data.
Resolution Duration
Calculation: Total number of hours spent resolving a data request / Total number of requests
Why Is This Important?
The CCPA has the potential to increase costs for your organization – in the form of actual costs for processing a request (mostly related to your team members’ time), but also the opportunity costs of data request time not being spent on other organizational priorities.
There will always be a cost for responding to a data request, but by tracking the amount of time that it takes for your team members to properly resolve a data request, you can then focus on what levers can be pulled in order to keep costs as low as possible.
This metric becomes even more useful when viewed with Metric #1 above (are you sacrificing accuracy for speed?).
Number of Data Requests
Calculation: Total Number of CCPA-related Data Requests
Why Is This Important?
This final metric is based on a hypothesis: companies that foster a high degree of trust with their customer base will not receive as many requests as other businesses. Intuitively this makes sense–if a company is perceived as behaving in an untrustworthy manner, they are much more likely to receive requests for how they are processing and managing user data.
This does not seem outlandish by any stretch. There is research to support that people will change their behaviors when they think a company is acting inappropriately, such as when we observed a reduction in sharing as a result of the Facebook Cambridge Analytica scandal.
Concluding Thoughts
The CCPA has the potential to disrupt organizational processes, but companies can mitigate against negative disruptions if they are prepared to measure their performance. As the saying goes, you can only improve what you first measure.
The above list, while not exhaustive, is a strong foundational starting point for you to measure the effectiveness of your CCPA response. Join us for our on demand webinar: CCPA Impacts and Implications for Marketers to identify how marketers need to level-up in this new data privacy era.
