{"id":26759,"date":"2026-10-09T10:00:00","date_gmt":"2026-10-09T10:00:00","guid":{"rendered":"https:\/\/eonimpresa.albaniainsight.com\/?p=26759"},"modified":"2026-10-25T12:43:44","modified_gmt":"2026-10-25T12:43:44","slug":"kundershtimi-marketingut-crm-gjoba-5-milione-bbva-ligji-124","status":"publish","type":"post","link":"https:\/\/eonimpresa.albaniainsight.com\/it\/kundershtimi-marketingut-crm-gjoba-5-milione-bbva-ligji-124\/","title":{"rendered":"Kund\u00ebrshtimi i Marketingut t\u00eb Drejtp\u00ebrdrejt\u00eb dhe \u00c7sinkronizimi i CRM: Gjob\u00eb 5.5 Milion\u00eb Euro p\u00ebr BBVA \u2014 E Drejta Absolute dhe P\u00ebrgjegj\u00ebsia Bankare sipas Ligjit 124\/2024"},"content":{"rendered":"<div style=\"background:#f0fdf4; border-left:4px solid #16a34a; padding:18px 22px; border-radius:6px; margin-bottom:28px;\">\n<h3 style=\"margin-top:0; color:#166534; font-size:18px;\">P\u00ebrmbledhje Ekzekutive p\u00ebr Drejtuesit e Kompanive<\/h3>\n<p style=\"margin:0; color:#14532d; font-size:15px; line-height:1.6;\">\n        Autoriteti mbik\u00ebqyr\u00ebs ka vendosur nj\u00eb <strong>gjob\u00eb prej 5.508.000 eurosh<\/strong> ndaj institucionit bankar BBVA p\u00ebr shkak t\u00eb mosrespektimit t\u00eb s\u00eb drejt\u00ebs s\u00eb klientit p\u00ebr t\u00eb kund\u00ebrshtuar marketingun e drejtp\u00ebrdrejt\u00eb. Pavar\u00ebsisht revokimit t\u00eb p\u00eblqimit n\u00eb aplikacion dhe n\u00eb sh\u00ebrbimin ndaj klientit, njoftimet promocionale vazhduan p\u00ebr m\u00eb shum\u00eb se 7 muaj p\u00ebr shkak t\u00eb nj\u00eb defekti teknik n\u00eb sinkronizimin midis baz\u00ebs qendrore t\u00eb t\u00eb dh\u00ebnave dhe modulit CRM. Autoriteti ritheksoi se defektet teknike nuk e shfaj\u00ebsojn\u00eb kontrolluesin nga parimi i llogaridh\u00ebnies (Accountability).\n    <\/p>\n<\/div>\n<h2>1. Dinamika e Hetimit<\/h2>\n<p>\nProcedimi nisi pas ankes\u00ebs s\u00eb nj\u00eb klienti, i cili pasi kishte aktivizuar opsionin opt-out n\u00eb aplikacionin celular t\u00eb bank\u00ebs, vazhdoi t\u00eb merrte njoftime promocionale p\u00ebr muaj t\u00eb t\u00ebr\u00eb. Banka u justifikua me nj\u00eb mosfunksionim t\u00eb lidhjes s\u00eb brendshme midis baz\u00ebs s\u00eb anagrafik\u00ebs dhe platform\u00ebs p\u00ebrgjegj\u00ebse p\u00ebr fushatat e marketingut.\n<\/p>\n<p>\nAutoriteti theksoi se e drejta p\u00ebr t\u00eb kund\u00ebrshtuar p\u00ebrpunimin e t\u00eb dh\u00ebnave p\u00ebr q\u00ebllime t\u00eb marketingut t\u00eb drejtp\u00ebrdrejt\u00eb \u00ebsht\u00eb <strong>absolute dhe e pakusht\u00ebzuar<\/strong>.\n<\/p>\n<h2>2. Analiza Juridike: Ligji Nr. 124\/2024 dhe GDPR<\/h2>\n<ul>\n<li><strong>Neni 19 i Ligjit Nr. 124\/2024 dhe Neni 21 i GDPR-it (E drejta p\u00ebr t\u00eb kund\u00ebrshtuar)<\/strong>: Kur subjekti i t\u00eb dh\u00ebnave kund\u00ebrshton p\u00ebrpunimin p\u00ebr q\u00ebllime marketingu, t\u00eb dh\u00ebnat nuk mund t\u00eb p\u00ebrpunohen m\u00eb p\u00ebr k\u00ebto q\u00ebllime. Kontrolluesi nuk mund t\u00eb pretendoj\u00eb asnj\u00eb interes legjitim mbizot\u00ebrues.<\/li>\n<li><strong>Neni 46 i Ligjit Nr. 124\/2024 (Marketingu i drejtp\u00ebrdrejt\u00eb)<\/strong>: Rregulla t\u00eb posa\u00e7me t\u00eb legjislacionit shqiptar q\u00eb k\u00ebrkojn\u00eb p\u00eblqim paraprak dhe mekaniz\u00ebm t\u00eb menj\u00ebhersh\u00ebm e falas p\u00ebr heqjen dor\u00eb.<\/li>\n<li><strong>Neni 12 i Ligjit Nr. 124\/2024 dhe Neni 12 i GDPR-it (Modalitetet e ushtrimit t\u00eb t\u00eb drejtave)<\/strong>: Detyrimi p\u00ebr t&#8217;iu p\u00ebrgjigjur k\u00ebrkes\u00ebs s\u00eb subjektit pa vonesa t\u00eb pajustifikuara dhe brenda afatit ligjor prej 30 dit\u00ebsh.<\/li>\n<li><strong>Neni 22 i Ligjit Nr. 124\/2024 dhe Neni 24 i GDPR-it (P\u00ebrgjegj\u00ebsia e Kontrolluesit)<\/strong>: &#8220;Bugs&#8221; ose gabimet e integrimit midis sistemeve IT nuk p\u00ebrb\u00ebjn\u00eb forc\u00eb madhore; ato d\u00ebshmojn\u00eb mang\u00ebsi n\u00eb masat teknike dhe organizative.<\/li>\n<\/ul>\n<h2>3. Matrica e Rreziqeve p\u00ebr Bankat dhe Bizneset B2C<\/h2>\n<table style=\"width:100%; border-collapse:collapse; margin:25px 0; font-size:14px; text-align:left;\">\n<thead>\n<tr style=\"background:#1e293b; color:#ffffff;\">\n<th style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Pika Kritike n\u00eb CRM<\/th>\n<th style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Rreziku i Sanksioneve<\/th>\n<th style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Shkaku Tipik Teknik<\/th>\n<th style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Zgjidhja Teknike e Detyrueshme<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"background:#f8fafc;\">\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1; font-weight:600;\">Sinkronizim me Vones\u00eb<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1; color:#dc2626;\">Gjoba deri n\u00eb mas\u00ebn maksimale<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Procese automatike nate (batch) q\u00eb d\u00ebshtojn\u00eb pa njoftuar<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Arkitektur\u00eb n\u00eb koh\u00eb reale me list\u00eb bllokuese t\u00eb menj\u00ebhershme (hard suppression list)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1; font-weight:600;\">Kanale t\u00eb Shk\u00ebputura<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1; color:#d97706;\">E Lart\u00eb (Nenet 12 &#038; 19)<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Refuzimi n\u00eb App nuk transmetohet te qendra e telefonatave<\/td>\n<td style=\"padding:12px 15px; border:1px solid #cbd5e1;\">Platform\u00eb e unifikuar e p\u00eblqimeve (Consent Management Platform)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>4. Plani Operativ i Zgjidhjes EON (P0 \/ P1 \/ P2)<\/h2>\n<h3>Faza P0 (Urgjente &#8211; Brenda 24 Or\u00ebve)<\/h3>\n<p>\nVerifikoni funksionimin e menj\u00ebhersh\u00ebm t\u00eb heqjes s\u00eb p\u00eblqimit n\u00eb t\u00eb gjitha pikat e kontaktit (aplikacione, faqe interneti, call center, email) dhe integroni nj\u00eb list\u00eb p\u00ebrjashtimi paraprak p\u00ebr \u00e7do fushat\u00eb.\n<\/p>\n<h3>Faza P1 (Afatshkurt\u00ebr &#8211; 15 Dit\u00eb)<\/h3>\n<p>\nVendosni pajtueshm\u00ebri t\u00eb automatizuar ditore midis baz\u00ebs qendrore dhe softuer\u00ebve t\u00eb d\u00ebrgimit masiv t\u00eb mesazheve.\n<\/p>\n<h3>Faza P2 (Afatmes\u00ebm &#8211; Audit Periodik)<\/h3>\n<p>\nTestoni periodikisht procesin e opt-out p\u00ebrmes simulimeve t\u00eb pavarura nga Zyrtari p\u00ebr Mbrojtjen e t\u00eb Dh\u00ebnave (NMDH\/DPO).\n<\/p>\n<div style=\"background:#f8fafc; border-left:4px solid #64748b; padding:15px 20px; margin-top:35px; border-radius:6px; font-size:13px; color:#475569; line-height:1.6;\">\n    <strong>Burimi Zyrtar Institucional:<\/strong> Njoftimi zyrtar i Bordit Evropian p\u00ebr Mbrojtjen e t\u00eb Dh\u00ebnave (EDPB) dhe Autoritetit Mbik\u00ebqyr\u00ebs (<a href=\"https:\/\/www.edpb.europa.eu\/news\/italian-dpa-fines-bbva-eur-5-508-000-for-failing-to-respect-a-customers-objection-to-direct_en\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"color:#0284c7; text-decoration:underline;\">Konsulto rastin zyrtar n\u00eb EDPB<\/a>). Analiza strategjike nga <strong>EON<\/strong>.\n<\/div>","protected":false},"excerpt":{"rendered":"<p>P\u00ebrmbledhje Ekzekutive p\u00ebr Drejtuesit e Kompanive Autoriteti mbik\u00ebqyr\u00ebs ka vendosur nj\u00eb gjob\u00eb prej 5.508.000 eurosh ndaj institucionit bankar BBVA p\u00ebr shkak t\u00eb mosrespektimit t\u00eb s\u00eb drejt\u00ebs s\u00eb klientit p\u00ebr t\u00eb [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[],"class_list":["post-26759","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lajme"],"_links":{"self":[{"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/posts\/26759","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/comments?post=26759"}],"version-history":[{"count":1,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/posts\/26759\/revisions"}],"predecessor-version":[{"id":26767,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/posts\/26759\/revisions\/26767"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/media\/26777"}],"wp:attachment":[{"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/media?parent=26759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/categories?post=26759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eonimpresa.albaniainsight.com\/it\/wp-json\/wp\/v2\/tags?post=26759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}