Balancing Security and CX - Protecting Customers While Providing Exceptional Experiences

Security is a critical component of customer relationships – protecting personal information from prying eyes is a must for any organization. Unfortunately, as security concerns grow and efforts to ensure customer privacy evolve, customer experiences can be negatively impacted.

Balancing the obvious need for security with customer experience can be difficult. While your customers are likely to understand the need to authenticate their identity, the longer it takes for the customer to do so, the more likely they are to become frustrated. As frustration grows, overall experience diminishes. As the quality of the experience diminishes, so too does your customer’s faith in your organization.

How can you ensure the security of your customers while also providing exceptional experiences?

• Design your security processes with your customer in mind. Security processes are often dictated by necessity or regulatory compliance. However, there are steps you can take to limit the impact these processes have on your customers. When creating your internal security processes, carefully consider your customers. Developing these critical processes with your customers’ perspective in mind helps to minimize the negative impact to their overall experience with your brand.
• Ensure streamlined transitions. If your organization employs security authentication via your IVR system, be sure any information gathered by the system is passed to an agent if the customer requires live support. Making customers repeat information they just entered can quickly sour the interaction. If an agent must conduct additional verification of the customer’s identity or account, be sure to differentiate the live authentication process from the automated version.
• Make the most of the technology available. The leading contact center platforms offer much in the way of security features. Many provide cutting-edge functionality like voice biometrics to protect sensitive information. Deployed in conjunction with with effective processes and policies, these features can help limit the time customers spend authenticating their identity.
• Be proactive in detecting fraudulent patterns. Identifying potential fraud before it occurs is critical to the security of your business and your customers. The sooner you can detect a potential issue, the better you can adjust your security efforts to address it. Solutions that track potential fraud in real-time and alert agents to potential issues can help you provide the ultimate protection and experience for your customers.
• Review your processes and policies carefully, and on a regular basis. Examining your current processes and policies for security redundancies or common pain points can help to streamline interactions. Eliminating these issues will help your customers achieve their goals more efficiently and more enjoyably, without sacrificing security.
• Be prepared for the worst. Despite your best efforts, a security breach may still occur. How you react to a breach can be just as important as the efforts you take to prevent one. Be sure you have an action plan in place to limit the damage caused by a security breach. Include a customer communication strategy in your crisis strategy and make a conscious effort to put impacted customers at ease. The more transparent and vocal you are with customers who have been impacted by a security issue, the more likely you are to retain their trust.
• Focus on ongoing evolution. To be truly effective, your security efforts must continually evolve. Pay close attention to emerging trends and common strategies criminals use to target businesses in your specific industry. Conduct regular audits of your security processes, policies and technology solutions. Take action immediately to eliminate any potential vulnerabilities.

By remembering these strategies, you can deliver the exceptional experiences your customers deserve while providing the optimal protection for their privacy and safety.