What happens next? GDPR, call tracking, and Infinity

Published on 23rd May 2018 in News

By the end of this week, the General Data Protection Regulation (GDPR) finally comes into effect in the European Union (EU). As we mentioned before, responsibly collecting, handling, and storing data is embedded in the DNA of our company. We have been working behind the scenes to ensure our clients can remain compliant while still retaining the functionality and actionable insights that they need from Infinity. Today, we’re pleased to publish more details about how we’ll be achieving that as part of our process of continual improvement.

A company our size has obligations around the data our customers trust us with. When it comes to our global call tracking activity, we can only meet these compliance obligations by working in tandem with Infinity. In this regard, we have had excellent contact with them, and have given us clear, practical guidance in readying ourselves for GDPR.
Austen Ahern | Director Of Digital Services, Stannah International

What enhancements will be made to Infinity’s call tracking technology?

Several providers have written a lot about the theory of GDPR but explained very little about their approach to the problem and the solutions. As a leading call intelligence provider, we see ourselves as a trusted partner to our clients and prospects with the expectation of real solutions and practical advice to deal with these updated regulations.

To give you flexibility, we are providing you with the ability to anonymise personal identifiable information (PII) to portal users without the relevant permissions. Based on how our clients are using their call data, we have improved the functionality to allow customers to ensure that only adequate, relevant, limited data is processed and available. In practice, this will not impact the outcomes you are aiming to achieve by using Infinity.

We’ve also ensured it is easy for clients to review who has access to what data within their organisation, such as a digital agency or another team member. We’re also updating the log of user actions so that any activity within your account will be transparent and all processing clearly defined, this is happening as part of the wider development of our new hub.


Will GDPR affect your use of call tracking?

We see GDPR as evolution, as opposed to revolution, of data protection. We have always prioritised the storage and safeguarding of data and GDPR brings a renewed focus on the principles and processing of personal data.

Therefore, we have worked hard to ensure that by using Infinity, you can remain compliant with GDPR and are able to use Infinity to achieve the same goals with the considerable success that you always have. Already, we have met with the legal teams of numerous clients, who are supportive of the solutions we are providing to them and we have enjoyed some good debate about how to apply this in different businesses and uses going forward.

If you are not currently using Infinity we cannot promise that your call tracking experience will remain unchanged. We have heard mixed reports from new clients whose previous call tracking providers were drastically slashing some of their functionality ahead of GDPR, whilst others have taken a more relaxed approach, and this is visible in areas such as an updated privacy policy. Whatever your situation, we encourage you to make in-depth enquiries with your provider and seek legal counsel for guidance on how to proceed.

What happens next?

Ongoing compliance and a desire to be a best in class provider are key focuses for us, so improvements will continue to roll out. As new use cases and services such as call transcription are launched, we will continue to evolve this to maintain our high standards around data protection. Our reputation is built on our trust and we want to uphold our standing.

If you’re an Infinity client and would like to discuss your specific use cases, feel free to get in contact with our customer success team.

If you’d like to enquire about a GDPR-friendly call tracking solution for your business, start a conversation with us today.

Disclaimer: This page provides background information to help you better understand how Infinity has addressed some important legal points with regards to GDPR. This is not the same as legal advice, where an attorney applies the law to your specific circumstances. Therefore, you may not rely on this page as legal advice, and we still insist that you seek legal counsel if you’d like advice on your interpretation of this information or its accuracy.

Product Director

Chris Sedlmayr
Product Director

Passionate about solving business problems with our technology, and pushing Infinity forward in all areas. Proud husband and father of two.

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