How data security can improve customer experience

“The damage caused by a successful cyber attack can be so severe it becomes unquantifiable, with everything at risk, from customer data to intellectual property and from revenue to brand reputation.'

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Adam Muspratt

Airtight digital security needs to be considered an enabler of customer experience and not viewed as a hindrance to a company’s bottom line and creativity.

Successful cyber attacks have plunged organisations of all shapes and sizes into chaos, from private companies to governments. Common threats come in the form of mobile malware, spear phishing, denial of service attacks, botnets, ransomware and advanced persistent threats (APT). Meanwhile, as technology evolves – and the sophistication of attacks along with it – we will likely see technologies such as artificial intelligence and machine learning being applied by malicious actors for more persistent and intelligent attacks.

Every employee working with customer data needs to consider their treatment of data very carefully. The results in our latest market research show that the majority of respondents understood that secure data is a chief expectation among customers, with over 54 per cent stating that it is “very important”.

CX Analytics

In the event of a successful cyber breach, CX leaders will have to manage customer expectations in an attempt to secure brand reputation and consumer trust. As such, it is not just about defending against cyber attacks; CX teams should aim to be pro-active, not reactive.

Yet, some organisations and CX teams push back against data security protocols on the pretence of cyber processes adversely affecting ease of use and customer service. Conversely, other CX teams are aiming to increase cyber security seek to offer easy authentication and data protection, while keeping the negative impact on CX minimal.

Does this mean that the traditionally frustrating aspects of digital security, such as user authentication, will undergo major upheaval? And will new customer experience-centric security controls place a bigger strain on budgets?

Access the full report for more  in-depth analysis from cyber security experts

Data security boosting customer experience

Airtight digital security needs to be considered an enabler of customer experience and not viewed as a hindrance to a company’s bottom line and creativity. Due to the increasing frequency of successful cyber attacks – coupled with an increase in the sophistication and scope of attacks – the need to adhere to cyber security protocol is more crucial than ever.

Robust data security procedures are one of the foremost methods of mitigating cyber risk. According to the respondents in our latest market research, protecting customer data (62 per cent) and ensuring compliance (54 per cent) were the biggest advantages. With the recent introduction of the General Data Protection Regulation (GDPR), ensuring compliance remains a top priority amongst CX team.

Download the agenda for Customer Experience Artificial Intelligence 2018


Our research reveals that there are a few different challenges – of equal size – that CX teams face in trying to incorporate data security within their CX strategy.

The three biggest challenges faced by CX leaders today when it comes to their information security strategy are: dated infrastructure (53 per cent), budget (45 per cent) and lack of understanding (46 per cent).

It is quite surprising to see lack of understanding make the top three when compared against other results throughout this survey. Especially as 72% of the respondents mentioned that they are confident in their business’ information security. Leading us to the question: Is this over-confidence?

Download the full report for more: Data security in customer experience: Market research