Digital customer care trends - part six: Security matters

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Safer, simpler interactions drive sales. Because of this, getting your security right is much more than just sticking to legal and regulatory requirements. Security is constantly on our customers’ minds. Even more so now, with the consistent and unavoidable role that technology and digital innovations play in our daily interactions.

Going about your daily commute involves a leap card [CR1] transaction for most. You might top up your leap card with your debit card, and possibly even buy a coffee – all with a simple tap and go. Before you’ve even set foot on a bus or train you’ve completed three technical transactions that involve you and your money.

How would your day change if you thought there was a security risk? What if your data or bank details weren’t safe? Would you spend as freely or would you second guess everything? The scale of this impact grows with the value of the transaction but the message from consumers is crystal clear, they’ll buy more if they’re sure it’s secure.

They want the best of both worlds though; strong security that’s easy to navigate. It’s crucial that organisations are as secure as they can be, while limiting the impact that has on customer interactions. It’s a challenge for many companies because it’s not easy to be secure and simple. Two thirds of people say it takes too long to identify themselves when they call a contact centre. They’re equally frustrated by the verification processes around passwords, account numbers and card payments.

There’s concern when giving card details over the phone, or personal details during web chat. Using social media for communicating sensitive information is another area customers are reluctant to step into. Many of the day-to-day channels we use for communication create some uneasiness amongst your customer base.

But there are ways to improve security journeys, reduce customer frustrations and ease their concerns. Two thirds of customers say they like the idea of organisations using voice recognition to identify them, saving the time it normally takes to ask security questions. Key pad processes for card payments is another favoured approach, compared to providing another human being with your long form card number, expiry date and security code.

We’ve been running an extensive global research programme since 2010. We want to know what digital channels and devices customers are using to communicate with companies and if their expectations are being met. Our latest output from this research programme is ‘Chat, Tap, Talk. Eight key trends in Digital Customer Care’. Download your complimentary copy here

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Joseph Walsh

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