Peter Hayes

In the middle of the three Brexit years, 2016 to 2019, came ‘the year of GDPR’. How did organisations cope? Has GDPR shown us what good practice is? We think so.

How does this much-anticipated year now look, with the benefit of hindsight? Writing as both a business operator, and as business advisors, it looks like an unusually fast transition to ‘business as usual’. As so many critical infrastructure transformations end in delay, cost and upheaval, how did GDPR become routine?

The answer to that is partly in the appeal of facts, in an uncertain world, and in a respect for experts, in an era when we were supposed to no longer have time for them. GDPR highlighted the unavoidable accountability for fact-driven consents, and it heralded a legion of officers, Data Protection Officers, as expert guardians of truth. “Are we good to mail both customer sets?” “Are consents up to date”? Ask the DPO.

How GDPR rebuilt our faith in facts

We noticed in the build up to May 2018 a concerted effort to tackle an escalating risk faced by most public facing and serving organisations – that of facts, and trust.

How GDPR was interpreted and introduced for the UK was largely down to the Information Commissioner’s Office (ICO) and they saw it as a way to get on the front foot, for upholding information rights. ICO had only recently gained a new Commissioner, Elizabeth Denham, who spotted the seven principles, like seven samurai that could be mobilised to show ‘what good business looks like’.

The Seven Principles of GDPR

Lawfulness, fairness and transparency

Accuracy

Purpose limitation

Storage limitation

Data minimisation

Integrity and confidentiality

and, underpinning all of these, Accountability

The prevailing Data Protection Act (the 1998 Act) had not been remiss. It just lacked the turbo charge of accountability which to us is the linchpin of the above principles.

Are we all feeling more accountable?

Accountability requires us to take responsibility for meeting all of the principles, and we have to show we have the appropriate processes and records in place to comply.

#FACT – ‘A Boom in Data Breach Reporting’. Reports about personal data breaches increased fourfold in one full year of GDPR working. The ICO declares it received around 14,000 Personal Data Breach (PDB) reports from 25 May 2018 to 1 May 2019 up from around 3,300 in the year from 1 April 2017. Are there more data breaches? Maybe. Are more companies accountable for reporting them? Definitely.

GDPR, with embedded accountability, became more than a behavioural nudge to corporate behaviour. To us, accountability became the vital baton in a relay race. Europe, then the ICO, started the lap. Organisations took on the baton. Adjusting to a GDPR way of working brought the opportunity to build trust from customers. Not living and working by GDPR now risked a crippling fine. We like to think the benefits outweighed the potential costs, for the vast majority of well-intended enterprises.

How did this change customer handling organisations? It seems, a lot. Accountability encouraged to appreciate information rights, evidenced by a demand for help.

#FACT-‘More organisations want to know more about information rights’. The volume of enquiries received at the ICO from businesses, organisations and individuals has reached new levels. The service received over 470,000 contacts in the first full year of GDPR, a 66% increase from 2017/18.

Who are you going to call?

Well, before GDPR and the ICO brought clarity of accountability to information rights uncertainties, we might have called the Head of IT, the Company Secretary or maybe the Marketing Chief. We’re not sure who they in turn would have called. Now, it could not be clearer. The Data Protection Officer has stepped up, and will be with us as a lasting EU legacy.

#FACT-‘At the last count, there were over 35,000 active DPOs listed on the ICO’s data protection public register. For customers (‘subjects’) that means an easily reached first level of enquiry, and for organisations, it means a trusted expert.

Where next with GDPR?

Well, in one way, there should not be ‘the year of GDPR’ as it is not an event. It is a profound reorientation of information rights towards the subjects, our customers, and ourselves.

It is also not a role for one person, a DPO, any more than quality was purely the responsibility of a Quality Manager. If organisations take on the realisation that a GDPR way of working is no more or less than any good organisation should do, and that it can even provide a competitive advantage, things can only get better.

If more subjects (‘us’) value our information rights, in how and where we make transactions, or share personal data, we will get a good equilibrium with service providers, and get the overall and overdue good practice in all things personal data.

Mike Berger-North

Whatever one’s political stance and educational preferences, private schools are a topic of much debate and strong views.

At the recent 2019 Labour Party conference, delegates adopted a motion committing the party to making all fee-paying schools public, with the probability of including it in their election manifesto. On the surface, a significant potential issue for private schools but this prospect has hung over the sector for many years.

In addition to the continuing political shadow on the horizon, the private school sector is facing many immediate challenges to its appeal and sustainability.

Top of the list is the government requirement for universities to widen their access and demonstrate that they are committed to admitting a higher proportion of state school pupils. There is a particular emphasis here on Oxbridge and the other, perceived as elite, Russell Group universities. This autumn, more than 68% of students at Cambridge are from the state sector, up from 65% last year. Historically, a major appeal of private schools has been their well-publicised success in their pupils gaining access to Russell Group universities.

For private school governors, currently top of the in-box is the issue of teachers’ pensions. Employer contributions are due to increase from 23.6 per cent, up from 16.48 per cent now. The Chief Executive of the Independent Association of Prep Schools has written to the Treasury warning that more than 100 preparatory schools could shut down because of the increase. And with schools deciding to leave the Teachers’ Pension Scheme, it will make it much harder to attract new staff alongside an expected exodus of current staff to the state sector.

Additionally, governing bodies wrestling with the teachers’ pension requirements have recently been hit, with the Department of Education announcing that salaries for new teachers are set to rise to £30,000 by 2022-23. Many good teachers from the private sector will find the state school remuneration package more financially attractive and secure in the future.

But if the teaching staff are the most valuable asset in schools, within the private sector physical assets and the approach to an all-encompassing curriculum and child focussed development have always been important. Even here many new academies and free schools have been playing catch up and copying the approach of the private sector – sports facilities, out of hours activities, individual child centred support etc. In many cases, the local new state school now boasts far more appealing facilities than neighbouring private schools, providing a compelling child centred offer in comparison.

In addition to the school centred challenges, the uncertain outcome of Brexit could produce many unintended consequences, not least a downturn in admissions from overseas students and an exodus of current students due to financial pressures.

Despite the uncertain political ramifications for the sustainability and future of private schools, the current economic and market challenges will be well known to governors and school leaders. It is prudent therefore for governors and school leaders to satisfy themselves that their school and community are robust in the following areas:

Brand strength – not just the logo, website or brochure. An understanding of the distinctiveness of the school, its history and heritage, and a complete integration of the values and culture embodied in the DNA of the school and understood by all partners – students, staff, parents, governors, ex-students and staff, and the local/regional/national community.

Staff development – ensure all staff are collaborated with as partners in the development of the school, its brand and ethos and have full personal development plans in place – coaching, mentoring, training, career development

Local community – make sure the school is a part of the community not apart from the community. Let the local community into school and share in its development, and, embrace and support their local issues, concerns and initiatives.

State school partnership – support and share with your local state schools, initiatives, activities and resources – physical and personal.

Benefits not features – understand the real benefits you provide for your students and staff, rather than just focus on the features of the school and its environment.

Recruitment and admissions – make certain there is a fully integrated approach to this critical area where everyone understands and plays their part – students, staff, parents.

Maximise assets – ensure your physical assets are generating returns for as much of the year as possible. Agree with your staff how their expertise can be used in the most effective way, for themselves and for the school.

Advocacy – engage with all your potential partners, supporters and advocates to maximise the reputation of the school and its values and enhance its profile locally, regionally and in some cases nationally.

A future Government and/or Brexit may produce some unforeseen or unpalatable outcomes but the challenges detailed above are real and now. Schools that can see these challenges as opportunities and react to the current and anticipate potential future circumstances will thrive, those that accept the status quo may find it difficult to survive.

Read Dimensions post here →

There are regular debates about the role of Marketing, as a function, within organisations; often centred around the influence it achieves at Board level.

 

Quadrant has been prompted to revisit the debate by the increasing coverage surrounding the purpose of organisations and brands, the ethics of consumerism and sustainability in its different forms, and what some are calling ‘Marketing for good’  (Read More)