The World Turned Upside Down? Digital Trust, Paradox and Encryption
Gaining a customer’s trust is a reward earned only after many years of careful branding, superb service and product quality. And a trusting customer is a loyal customer who you can count on to work with you every time – through thick and thin.
When it comes to gaining digital trust, traditional approaches can go topsy-turvy in a hurry. Paradoxically, unlike the delicate offline relationships you nurture so carefully, gaining digital trust is a piece of cake – an ooey gooey cake – where users are more likely to share more personal details with you than they would a person they are dating. In fact, according to Echoworx research, the average user takes just 30 seconds to assess the safety of an email before sending along their most-personal data.
Sounds sweet? It is. Maybe even too sweet – since the ease of getting customers to trust your brand online comes with a huge price tag of responsibility that is too much to chew for the digitally unprepared. And you are only one slip-up away from losing them forever – with 80 per cent of customers considering leaving your brand after a breach.
So, given that your organization invests so much money and time building your brand, why take the risk of not adequately protecting sensitive data to avoid it all crashing down? This is suddenly where pre-emptive investments in cybersecurity infrastructure start making sense – in the organizational sense.
In the past, cybersecurity was traditionally seen as a more internal issue. In layman’s terms, the mantra was, if you keep the bad guys out, the money stays in the bank. But, given today’s customer-centric view on providing digital services, and the real threats of ransomware attacks, this view has evolved into an organizational problem – a crisis of brand.
So how do you prevent losing your customers?
Easy: You protect them.
And protecting your customers is more than just building a bigger firewall. You also need to consider sensitive data which leaves your walled garden of information. While encryption is an effective way at securing your communications, clunky solutions make your messages look like spam – to the detriment of the end-user or customer and therefore defeating the point.
Secure encrypted messages should look authentic and be flexible to cater to the needs of your customer base. Branding, languages and any other organization-specific details should be customizable as to not affect user experience. This not only eliminates confusion (something scammers thrive off) but is also just good customer service.
You also need to consider offering multiple delivery methods to meet different customer needs. For example, sometimes you want to encrypt a document, not an entire message. You might look for a delivery method which allows for attachment-only encryption.
The more your encrypted messages mimic the look and feel of your regular communications, without sacrificing user experience, the more your customers trust digital interactions with you. And the more you protect them, the less likely you are to experience a devastating breach. This is how investing in data privacy is not only good for protecting your organizational infrastructure – it’s also good for your business, your brand and is just good customer service.
By Lorena Magee, VP of Marketing, Echoworx