What Happens if a Business Does Not Use a Consent Management Platform?

Type: Blog
Topic: Consent Mgmt

If a business does not use a consent management platform, it risks severe consequences that can impact its reputation, legal standing, and customer relationships. Fortunately, adding a consent management platform to your business can be simple and hassle-free.

At PossibleNOW, we’ve developed a flexible, robust, and easy-to-use consent management platform that will keep you in compliance with evolving regulations around the globe. But first, let’s look at what could happen if you do not use a consent management platform for your business.

Regulatory Non-Compliance

One of the most significant risks of not using a consent management platform is non-compliance with data protection regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). These laws require businesses to obtain explicit consent from customers before collecting, processing, or storing their personal data.

Without a consent management platform, businesses may struggle to:

• Track Consent: Properly document when and how consent was obtained.
• Manage Consent: Allow customers to easily update or withdraw their consent.
• Maintain Audit Trails: Provide clear records of consent for regulatory audits.

Failure to comply with these regulations can lead to hefty fines. For instance, under GDPR, companies can be fined up to 4% of their annual global turnover or €20 million, whichever is higher.

Beyond financial penalties, non-compliance can damage a company’s reputation and erode customer trust.

Legal and Financial Risks

Neglecting consent management exposes businesses to significant legal risks. Customers and regulatory bodies can take legal action against companies that misuse or mishandle personal data. Legal battles can be lengthy and costly, potentially draining resources and diverting attention from core business activities.

Financially, businesses may face:

• Fines and Penalties: As mentioned, non-compliance fines can be substantial.
• Litigation Costs: Defending against lawsuits related to data breaches or unauthorized data usage.
• Settlement Costs: Compensating affected customers.

These financial repercussions can be devastating, particularly for small and medium-sized enterprises (SMEs) that may lack the resources to absorb such costs.

Erosion of Customer Trust

Consumers are increasingly aware of their data privacy rights. They expect businesses to handle their personal information responsibly and transparently. Failing to manage consent properly can lead to a breach of this trust.

When customers feel that their data privacy is compromised, they may:

• Disengage: Reduce their interactions with the business or stop using its services altogether.
• Voice Concerns: Share negative experiences on social media and review platforms, damaging the company’s reputation.
• Seek Alternatives: Choose competitors that demonstrate better data privacy practices.

Building and maintaining trust is crucial for customer loyalty and retention. A robust consent management platform ensures that customer preferences are respected, fostering a positive relationship.

Operational Inefficiencies

Manual consent management is not only time-consuming but also prone to errors. Without an automated system, businesses may find it challenging to keep up with the dynamic nature of data privacy regulations and customer preferences.

Operational inefficiencies may include:

• Inaccurate Data: Manual processes can lead to outdated or incorrect consent records.
• Resource Drain: Employees spending excessive time on compliance tasks rather than focusing on strategic initiatives.
• Poor Customer Experience: Ineffective consent management can result in unwanted communications, frustrating customers and diminishing their experience.

Automating consent management streamlines operations, reduces the risk of human error, and ensures that consent records are always up-to-date and accurate.

Choosing a Consent Management Solution

The risks of not using a consent management platform are manifold and significant. From regulatory non-compliance and legal challenges to financial losses and erosion of customer trust, the potential consequences can be detrimental to any business. Implementing a robust consent management platform is not just a regulatory necessity but a strategic investment in safeguarding the business’s future. Ensure your business stays compliant and builds lasting customer trust by leveraging the advanced Consent Management Platform from PossibleNOW. We navigate the complexities of data privacy regulations for you so you can enhance operational efficiency, ensure compliance, and foster a trustworthy relationship with your customers effortlessly.

About PossibleNOW

PossibleNOW is the pioneer and leader in customer consent, preference, and regulatory compliance solutions. We leverage our MyPreferences technology, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the
enterprise. DNCSolution addresses Do Not Contact regulations such as TCPA, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee.

PossibleNOW’s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.