Bridging the Gap: Security, Compliance, and a Unified Customer Experience

Customer experience (CX) is the gold standard in the business world. Companies must intentionally and thoughtfully design touchpoints with brand loyalty and longevity in mind. At the same time, the quest to optimize CX can sometimes introduce complications in terms of security and compliance. Air-tight security, rigorous compliance, and a user-centric experience can and should co-exist in a customer experience environment. Here we look at how the three areas relate and considerations to keep in mind as businesses look to align them.

The value of customer data cannot be overstated in 2024. It can be used to design marketing campaigns, personalize interactions, and inform loyalty programs. However, security matters more than ever before, as a data security breach can be disastrous and result in consequences to the company like fines, damage to your reputation, and the related loss of customer trust. On the consumer side, they might worry about the risk of experiencing identity theft, fraud and scams.

Security shouldn’t be the only consideration, however. Other factors can shape the consumer experience. With that in mind, here are some common oversights that can lead to a poor CX and negative outcomes:

Leaking Data: Data shared among multiple CRM systems can open you up to certain risks. The “least privilege” principle offers a protective principle for data security. This protocol ensures users can only retrieve and manipulate data relevant to their specific roles. 

With broader access control, organizations face the increased risk of unauthorized data disclosure. Such an exposure can happen due to human error, such as inadvertently sharing files with the wrong person. It could also be the result of an internal bad actor’s actions. Least privilege, however, offers organizations a path forward in the event of a breach because they can minimize damage caused by such a threat. In general, the more stringent the access controls, the smaller the potential attack surface. This lowers the likelihood of an unfortunate incident. 

The exposure of sensitive information such as names, addresses, or financial details can create nightmare scenarios and result in negative impacts for those affected and a loss of stature in the marketplace.

Failing To Personalize: Demographic targeting may be the standard but it’s not enough to keep customers happy. True personalization calls for using customer data responsibly. Imagine, as a consumer, receiving marketing emails that completely miss the mark because your purchase history wasn’t properly integrated with your profile. This shortcoming not only fails to build a relationship, but can alienate customers. In the aggregate, a wrong move can really cost you. Epsilon research tells us that 76% of customers have a negative impression of a company when they get personalization wrong.

A unified CX marries security and user experience. Here are some key considerations that can help you drive growth and retention:

Security shouldn’t be an afterthought. Multi-factor authentication, strong password requirements, and data encryption should all enter the equation. However, if these features are overly complex or burdensome, users might find ways to circumvent them. When that’s the case, the efforts become counterproductive. Striking a balance between top-notch security and ease of use is essential.

A thoughtful data governance policy can contribute to a secure and compliant CX. This policy should touch on facets like data collection practices, storage protocols, access controls, and regular audits. Clear guidelines can help stakeholders minimize the risk of data breaches and set the expectations around responsible data management.

Compliance formalities don’t have to get in the way of a smooth CX. For instance, two-factor authentication can be implemented as a standard operating procedure during the login process without creating minimal additional work or frustration. Integrating compliance into everyday user interactions can bring about trust and demonstrates a commitment to data security.

Customers appreciate knowing how their data is being used, for what purpose it’s being collected, and how it’s being safeguarded. Companies should be forthcoming in sharing details about their security practices and provide clear explanations of any permissions requested.

The principle of least privilege applies here as well. Businesses should only collect and store the data that’s essential to deliver their services.

By putting security and usability at the forefront, business leaders can achieve significant results such as:

Strong security represents a commitment to protecting customer data. This peace of mind is how trust is built and sustained. When customers feel like companies are looking after their best interests, they’re more likely to engage with a brand and remain loyal.

Security features can relieve friction and frustration for users. A login process that’s secure but fast and efficient is one practical example of this application in the real world. It’s possible to fulfill both needs with a unified approach. 

Modifying existing processes with compliance in mind can tighten up operations and

reduce the risk of violations. Such a move saves time, maximizes resources, and protects the company’s public image.

The relationship between security, compliance, and customer experience is still being defined. Artificial intelligence (AI) will likely prove to be a powerful force in automating security tasks and further personalizing user experiences. At the same time, companies need to be mindful about the ethical and responsible implementation of AI tools.

For example, AI-powered chatbots can support human agents by providing real-time assistance and personalized recommendations. It’s imperative that these tools be trained on secure data sets and programmed to minimize potential biases. Similarly, AI-driven security systems can fill in gaps in terms of threat detection and response. 

They’re not perfect solutions in that they require careful oversight to ensure they don’t infringe on user privacy.

Building a secure and user-friendly customer experience is an ongoing effort. Businesses that place an emphasis on security and usability can leverage customer trust, support operational alignment and bring CX goals to fruition. By bridging the gap, business leaders can craft a future where robust security and a seamless customer experience work in tandem. 

The future of CX may be here, but because it’s always changing, you must play the long game and invest time and resources to stay ahead of the curve. Keep the focus on how you can continually improve the way your customers experience your brand.

A winning CX is possibly the most important competitive advantage for businesses today. This article makes the case for how security, compliance and CX shouldn’t operate in silos. But, it’s a reality that you may not know where to start. Fortunately, you don’t have to go it alone.
3Pillar is a leader in digital transformation with an eye on how we can create a unified customer experience. 3Pillar develops software that increases customer acquisition, retention, and long-term growth. Contact us today to find out how we can help your company navigate changing market conditions while delivering a seamless CX.