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GDPR: The Battle for European Consumer Data
Abstract
Implementation of the GDPR changed the way how personal data of EU customers are processed. The purpose of this chapter is to explore the links between the rights of customers as a data subject and related aspects of customer satisfaction. Entities in modern economy (encompassing not only goods and services but also intellectual property) generate and process huge quantities of customer data. Information and communication technology (ICT) infrastructure became a basis for the digital economy and society in the EU (settled by Eurostat as ISOC) that definitely replaced the previous era of the information economy that was based on the effective acquisition, dissemination, and use of information. Data-driven marketing puts data at the center of additional value creation and brings new insights and perspectives, included in the results of this research. The impact of GDPR on customer-centric ICT, stronger consumer awareness of data protection rights, creates new pathways to customer centricity and the legal and technical aspects of data processing within the digital economy ecosystem.
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