Given a choice between buying a pair of jeans from a preferred online retailer that has recently endured a substantial data breach or purchasing them from a competitor that prioritizes the security of its users' personal information, which would you choose?
If you said the latter, you're not alone. Three-quarters of consumers would stop shopping at a business that may have exposed private information in a cyberattack, while nearly 70% admit that an online retailer's lack of security for their private data would stop them from buying through that company's website.
But making that switch from a business you regularly frequent isn't always simple — especially if your go-to understands your shopping needs and habits.
Maybe your preferred retailer knows the style of jeans you like and reaches out when they're back in stock, or it sends you a text message with a discount code to help you celebrate your upcoming birthday in style.
That personalized outreach is central to a multichannel messaging strategy that relies upon user data to target and engage customers — and it's becoming more prevalent. At the same time, phishing schemes and other breaches are rising in frequency and impact. When those trends intersect, they can have considerable consequences for consumers.
Stringent user verification leads to secure interactions and quality experiences across industries — and that's just the beginning.
Security improves the customer experience
Customers have started putting significant value in how they deal with businesses — so much so that nearly nine in 10 consider the customer experience as important as what they're buying.
But they also recognize that to obtain a white-glove concierge type of service, they must share contact information, personal details, and other preferences that help brands find the perfect way to appeal to them.
Some industries have successfully integrated security and verification into a quality messaging experience. Hotels, for example, make travelers feel valued by asking them to confirm the specifics of their bookings once they reach out. Banks let people deposit checks electronically, receive their balances by text message, and carry out other transactions without stepping foot in a branch because of robust account authentication.
Yet a brand's commitment to secure messaging goes beyond protecting personally identifiable information (PII). Even insignificant details can be captured by a bad actor: UPS tracking numbers can be intercepted to reroute valuable packages or Netflix logins can be stolen to lock binge watchers out of their accounts. There's always a cost.
The more data that's readily available, the more people can do malicious things with it — and that can lead to ramifications for businesses and consumers alike.
Personalization strengthens customer loyalty
Discord's recent data breach underscores the importance of security in messaging: Users' email addresses, messages, and attachments were exposed when a third-party support agent's account was compromised. Moreover, it highlights the growing concern surrounding sophisticated cyber threats, including phishing campaigns that have targeted social networks such as Twitter and LinkedIn and been conducted through email, SMS, and WhatsApp.
These types of intrusions can be costly, and it takes time to assess the full impact of their damage. A tarnished brand image can lead to reduced trust and a loss in revenue as customers turn elsewhere. The potential for litigation also lurks and can set a company back even further.
But when brands adopt formidable verification processes, they show they take security seriously. Customers reciprocate that trust by increasing their engagement and reaffirming their loyalty. Businesses benefit, too, as they can minimize costs related to fraud claims and reputation management.
If customers are assured their data is secure, they're open to sharing more information, leading to tailored offerings that meet specific needs. Remember, if your preferred retailer can text you to say your favorite style of jeans is back in stock, you can use a promo code to take 20% off, and you know it has taken steps that will protect your data, why wouldn't you accept the offer?
That's the power of the personalized customer experience — and the satisfaction of knowing private data is safe and secure.
The comprehensive future of message security
If you've called your financial advisor lately, you may have been asked to name three recent transactions you've made through a linked account. And once you acknowledge that you got a manicure, had a classy dinner, and went to the movies, you can go back to planning your retirement.
Businesses understand that you may not want to provide your Social Security Number or other sensitive information each time you verify your identity. That's why, as secure messaging continues to evolve, many brands ask about details only you would know, such as the last time you bought something in one of their stores or what that purchase was.
Other advancements include using artificial intelligence (AI) to streamline authentication. AI can be used to analyze your voice or distinctive texting patterns to indicate whether you are who you say you are. Carriers can also unleash AI to review fraudulent messages, prevent them from reaching you, and reduce phishing and identity theft.
The potential applications of secure messaging can even extend beyond traditional industries. Soon, you may have a retailer asking if you have questions about your new sofa or your new stroller — tactics the hospitality industry uses to provide prompt and relevant assistance. Or, instead of navigating cumbersome web portals, you can use a verified phone number to chat with your doctor quickly and privately.
Secure messaging is the key to a future where interactions with brands are personalized and efficient — the hallmarks of a satisfying customer experience.
A strong connection built to last
Personal information is becoming more valuable in commerce as businesses adopt multichannel messaging strategies to engage customers. As people decide what they want to share, they consider who sees it, how it will be used, and how they will benefit.
That trust must be respected and rewarded, not ruined. By prioritizing the security of your messaging, your company can unearth new ways to connect with your most loyal customers and continue creating new ones. And that's good for business.
