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CX Tech

Data Security and Customer Experience – Should We Be Scared?

David Balaban
May 11, 2018

3 minute read

The more a business knows about you, the more effectively it can create quality customer experiences. In today’s world, CX boils down to avoiding a tradeoff between usability and data security.

Notorious incidents like the Equifax hack can lead us to believe that we live in the wild west times of data security, and can lead consumers to wonder if privacy and the prerogative of control over information is inevitably slipping out of their hands.

Before delving into what companies can do to make sure their customers feel secure, let’s take a look at how the new technologies have evolved the customer experience:

Virtual assistants via chatbots and social media allow brands to closely communicate with customers and quench the growing demand for instant support.

AI and big data analyses help companies keep things targeted by providing personal offers and products.

Biometrics add an extra layer of security and convenience to the customer login routine.

Voice recognition allows customers to request services and products on the go without touching a keyboard.

Virtual reality turns customers’ interactions with brands into captivating and tangible experiences.

IoT devices take CX to a whole new level.

How security plays a role

Lightning-fast implementation of the cloud, the growing connectivity of IoT devices and the scourge of ubiquitous data collection can pose numerous risks.

In 2017, Anthem, Inc. agreed to pay $115 million in settlement of consumer claims ensuing from a 2015 data breach that compromised data of 78 million people.

As data breaches occur disconcertingly often, security becomes increasingly important to customers. As per Cisco, 22% of organizations that underwent breaches in 2016 lost their customers – for 40% of these the losses exceeded a fifth of their customer base.

Innovations in customer identity and access management allow pursuing a better customer experience while also focusing on data security. Here are four ways to balance security and CX.

Balancing data security and CX 1

User registration and authentication

A cumbersome registration form might get customers frustrated. Single sign-on, social logins, and biometrics tend to reduce user dissatisfaction.

Great registration forms do not have many fields to fill out – instead, they contain concise details on how the company will store, use and protect personal data.

Balancing data security and CX 2

Managing customer profile data

Important factors here include building simplified access to unified but properly protected customer profiles. Personal information is encrypted and isolated from other data.

OAuth2 Device Flow Specification facilitates the process of associating customers’ IoT devices with their digital identities.

Balancing data security and CX 3

User consent

Better practices allow customers to unequivocally opt-out and opt-in to any services, delete consumer profiles, and edit consent data. Personal data processing policies inform customers how their data is stored, used, and shared thus reducing fear associated with entering personal data.

Balancing data security and CX 4

Moving to the future

Successful implementation of blockchain technologies in various industries opens big opportunities in CX field, too. With blockchain in place, nobody can edit, steal, view or decrypt data.

Furthermore, blockchain systems feature unique scalability and provides instant access to apps and services.

In conclusion, uncertainty breeds fear. Perhaps now more than ever, businesses need to build not only their digital and CX IQ, but their security IQ as well. Moving forward data security is going to be centered around the individual. It’s time think in terms of one-to-one security and how emerging tech can help make this a reality. My advice? Start with your end user and work backwards. Are you GDPR compliant, for example? This will not only help you uncover security concerns, but it’ll also help you improve your CX holistically. Don’t let security become your insecurity.

David Balaban
David Balaban
David Balaban is a computer security researcher with over 15 years of experience in malware analysis and antivirus software evaluation. David runs the Privacy-PC.com project which presents expert opinions on contemporary information security matters, including social engineering, penetration testing, threat intelligence, online privacy and white hat hacking. David has a strong malware troubleshooting background, with the recent focus on ransomware countermeasures.
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