CX and data privacy
Customer experience (or CX) is a common thread that runs with the buyer through every step of the customer journey. Customers entrust brands with something more valuable than money: their data. But how does data security and privacy impact the customer experience?
Discover the 5 essential elements to improve CX and inspire the confidence users are looking for.
1. Be transparent with customers
In an era of scrutiny over data use and management, having clear security principles and sharing them with your customers is the best starting point for instilling trust.
Today, users are more aware of their rights. As a result, they are more empowered when it comes to knowing exactly what data is being compiled and how companies are using that information. Whether it's subscribing to email marketing services or changing, restricting or deleting data in cookie policies, people can take action.
Companies therefore assume the role of custodians of personal data. Customers, on the other hand, are willing to share their behavior and preferences with the organizations they trust. In fact, according to a Salesforce study, 84% of customers are more loyal to companies that have strong security measures.
2. More CX-centric processes
The best way to understand how your customers feel about their data privacy and security experience is through empathy. In other words, put yourself in their shoes and understand what they need. Specifically, ask yourself, what are their main concerns about data management, and whether your company's strategy revolves around that.
How a company discloses its security measures (especially in the financial sector) is critical to dramatically improving the experience and building trust among users.
Related article: 7 ways artificial intelligence will change FinTechs
In fact, according to a Gartner study, risk management and privacy concerns as part of digital transformation initiatives will (have) driven additional spending on security services for more than 40 percent of organizations in 2020.
3. LGPD and GDPR: Better data privacy
With the new General Data Protection Law (LGPD, effective in Brazil since August 2020), companies are required to keep user data clear and optional. The regulation is based on the European GDPR (General Data Protection Regulation). The main objective is to give residents and citizens control over their personal data. The aim is to simplify the regulatory environment for international companies, by unifying the regulations within the EU.
The main foundations of the LGPD are: the protection of privacy, freedom of expression and security of privacy, honor and image. With this in mind, the law protects every piece of data that identifies or could identify a specific (natural) person, the individual taxpayer record (CPF), identity card (RG), IP address, blood type, race, religion, philosophy, politics and sexual orientation, for example.
Thus, it clarifies the rights of users regarding their data, allowing them to know for what purpose it is collected and processed, how it is kept and for how long, who is responsible for it (data protection officer) and how to contact him.
Companies must indicate the purpose of the data collection. Thus, the data they collect will depend on the express, clear and objective authorization of customers.
This could mean a decrease in the amount of information, but an increase in quality due to the level of detail.
With better data quality, there is a higher level of personalization that can be applied to each user's content and experience.
4. Participation of all teams
Data security and privacy are not just about IT or legal departments. The direct impact on the customer experience also involves marketing and CX strategy.
According to Cisco data, 42 percent of companies reported that their privacy investments have fostered agility and innovation within their organizations. This means that teams coming together can improve internal processes and communication around security and CX issues.
5. More personalized interactions
As mentioned earlier, the quality and detail of user behavior leads to personalization. Our callbot solution is customizable based on your industry or your customers' expectations. According to a survey by Emarketer, 80% of people would feel comfortable sharing personal information directly with a brand to personalize marketing messages.
Having increasingly accurate data allows you to create strategies that help customers achieve their goals effectively, such as helping someone on their preferred channel or starting a session quickly without compromising account security.
So, are you implementing them in your company? Learn more about Locuta security, the only 100% French and 100% proprietary Callbot solution. Or contact us to start delivering incredible, secure and efficient experiences to your customers.