Personalisation has become essential to customer experience (CX). According to research from Zendesk, 61% of consumers are more likely to purchase if they receive personalised experiences. Furthermore, 66% of people are willing to share their data in exchange for personalised interactions.
However, personalisation comes with a greater responsibility for safeguarding customer data.
Cybersecurity threats are at an all-time high, and people are increasingly concerned about privacy. In fact, 71% of customers say they would stop purchasing from a company if their data wasn’t properly protected. For organisations, the challenge lies in balancing the need for personalisation with the duty to protect.
Fortunately, many organisations are recognising this challenge. In the same study, 63% of business leaders stated that strengthening cybersecurity and data privacy was a top priority over the next year, while 60% said the same for enhancing customer experience.
However, to truly succeed in both areas, CX and security teams must collaborate. Let’s explore how these crucial functions can protect customer privacy while enabling effective personalisation.
Build a robust data privacy foundation
A strong foundation is essential for protecting customer data. CX teams can help build this foundation by adopting best practices that prioritise security and privacy. For example, increasing password security through two-factor authentication (2FA), single sign-on (SSO) and password managers can prevent unauthorised access to customer information.
In industries like financial services, healthcare and technology, which handle sensitive data, businesses must go beyond basic security measures. More robust controls are essential to ensure compliance and maintain customer trust.
Social engineering attacks and phishing are also on the rise. CX teams must know these tactics and stay vigilant for potential threats. Regular privacy and security training ensures teams are up to date on the latest tactics and best practices.
Strengthen security with advanced encryption
As cybersecurity threats evolve, encryption has become a critical tool for securing customer data. Encoding sensitive information ensures that only authorised users can access it, significantly reducing the risk of breaches.
To maximise security, businesses should use advanced methods like bring-your-own-key (BYOK) encryption. This method gives organisations greater control over data by allowing them to manage and rotate encryption keys as needed. By minimising data exposure and giving businesses the ability to revoke keys when necessary, BYOK encryption offers an additional layer of protection.
Limit what data you keep and how you store it
Navigating global data privacy regulations can be tricky, especially when balancing personalisation with privacy. Flexible, customisable data privacy tools can help you tailor the organisation’s approach based on industry requirements and location.
For example, businesses can set data retention policies defining how long they store customer data and which data types should be retained. In healthcare, patient records might need to be kept for several years, whereas other less critical data could be deleted sooner. These policies allow you to retain only the necessary information while reducing the risk of storing excessive personal data.
CX teams can also use data masking techniques to limit the personal information agents see based on their role. This ensures agents can provide a personalised service without being exposed to more data than they need. Similarly, redaction tools allow businesses to remove personal data from conversations once it’s no longer needed, further enhancing privacy.
Monitor data access and compliance
Ensuring customer privacy requires continuous monitoring of how data is accessed and used. Logs provide businesses with a clear record of who, when and from where it was accessed. This level of visibility is crucial for compliance with data protection regulations.
Access logs can also be a proactive tool for strengthening security. By reviewing which data agents use most frequently, you can fine-tune data retention and access policies to ensure only necessary information is available. This reduces the risk of a breach and helps align security practices with business needs.
Collaboration is key
CX and security must work together to achieve the right balance between personalisation and privacy. Security teams need to ensure robust data protection strategies are in place, while CX teams must implement tools and processes that prioritise both personalisation and privacy.
By aligning their goals, both teams can help the organisation deliver trusted and personalised customer experiences without creating unnecessary risks.
—
Offering personalised experiences is no longer a luxury – it’s an expectation. But with that expectation comes the need for airtight data privacy measures. By enabling collaboration between CX and security teams, businesses can protect customer privacy while delivering the personalised service customers crave.
Contact us to learn more about enhancing both CX and data privacy.
