CRM GDPR READINESS
CRM retention review
Manage Your CRM Retention Policy
GDPR Readiness helps you review the personal records held in your CRM against retention periods, inactivity rules and your Ideal Customer Profile.
It highlights customer and prospect records that may need further investigation or consideration for deletion.
Policy configuration
Configure Your GDPR Policy
Use the GDPR policy form to define how EazyMatch AI should classify and review customer and prospect records.
- Choose your customer statuses Select the CRM statuses or lifecycle stages that identify an existing customer.
- Choose your prospect statuses Select the statuses or lifecycle stages that identify leads and prospective customers.
- Set the retention periods Define how long customer and prospect records should be retained before being flagged for review.
- Set the inactivity threshold Choose how long a record can remain without relevant activity before it is flagged.
- Configure prospect consent Specify whether prospect consent is required as part of your review criteria.
- Choose the retention action Configure the action that should be associated with records that have exceeded the selected retention period.
HubSpot lifecycle stages
How HubSpot Records Are Classified
For HubSpot, the standard lifecycle stage is the usual starting point for distinguishing customers from prospects.
Customer and Evangelist
By default, HubSpot records with the following standard lifecycle stages can be treated as customers:
- Customer
- Evangelist
Lead and Opportunity Stages
HubSpot records with the following standard lifecycle stages can be treated as prospects:
- Subscriber
- Lead
- Marketing Qualified Lead
- Sales Qualified Lead
- Opportunity
Review the selected customer and prospect classifications before relying on the results, particularly if your organisation uses custom statuses or a different lifecycle process.
Review criteria
Why a Record May Be Flagged
Customer and prospect records are reviewed against the policy and data criteria configured for your workspace.
Missing Qualification Data
Important information required to assess the record is missing or incomplete.
Past the Retention Period
The record has been held for longer than the retention period set for its customer or prospect classification.
Does Not Meet Your ICP
The contact or associated company does not match the Ideal Customer Profile configured for your workspace.
Extended Inactivity
The record has had no relevant activity for longer than your selected inactivity threshold.
Customer records
Review Customers Against Your Retention Policy
Customer records are assessed against the retention rules, inactivity threshold, qualification data and ICP criteria configured for your workspace.
The results help you identify customer records that may no longer be relevant, may not meet your current data standards or may require further investigation.
Prospect records
Review Prospects Against Your Retention Policy
Prospect records are reviewed separately using the retention period, inactivity threshold and consent requirements selected for prospective customers.
This makes it easier to identify prospects that may no longer be valid, no longer fit your targeting criteria or should be considered for deletion.
Workspace access
GDPR Summary and Detailed Results
Summary and Bucket Counts
Free workspaces can view the overall GDPR summary and the number of records within each result category.
Detailed Record Lists
Pro and Pro Plus workspaces can open the detailed lists to see which contacts are past retention or require further follow-up.
Reviewing the results
Decide What Action Is Appropriate
A flagged record is a prompt for review. It does not automatically mean that the record must be deleted.
Check the record, its activity history, relationship with your organisation, consent status and any lawful basis that may apply before deciding what action to take.
EazyMatch AI helps organise and highlight records for review. Your organisation remains responsible for defining its retention policy, determining its lawful basis and deciding whether personal data should be retained, corrected or deleted.
