Why Should You Make a Business out of Customer Privacy?

Thousands of businesses across the United States handle various kinds of consumer intelligence.

While it’s imperative that credit card numbers remain protected, it’ not uncommon for customers to disclose particularly sensitive details regarding their private lives during a call.

For example, individuals with potentially embarrassing medical problems want the comfort of knowing that the information they’re divulging to pharmaceutical representatives remains confidential.

Related article: Enterprise Connect 2014: Val Matula on How Video Will Change Contact Centers Forever

Possessing the appropriate technology 
Typically, customer service departments utilize live support software to help them better assess consumer concerns and questions. In addition, these programs enable employees to assist people trying to navigate websites.

Though there’s no disputing the usefulness of these systems, some outdated programs could be leveraged by cyber-criminals posing as representatives.

NBC News reported that consumers often use Google or Bing to search for tech support numbers that are difficult to find. However, hackers impersonating as the help lines of companies such as Netflix or AOL buy advertisements to put fraudulent pages at the top of search engine results.

After a consumer enters his or her username and password on a fake login page, they receive a phony notice telling them that their account is locked and direct them to call a special number to unfreeze it.

After victims give sham customer representatives the authority to remotely control the victim’s computer, the hackers can steal money from bank accounts and hold machines for ransom.

Make a business out of customer security 
Aside from monetary assets, hackers employing the aforementioned technique can learn people’s Web search history, what they do for work and other information that may be stored on a network server or hard drive.

Where do legitimate customer support personnel come into play?

David Hoffman, a contributor to Harvard Business Review, claimed that investing in the protection of consumer intelligence can be viewed as a “business opportunity.”

“Consumers are now not only second-guessing the security of their personal information when they make routine trips, but are also extending this lack of trust to how they perceive the stores and brands they once preferred,” wrote Hoffman.

Essentially, people are considering privacy and protection to be an integral part of customer relationships. If enterprises don’t invest in live help technology capable of validating the legitimacy of representatives (and thus the integrity of their business operations), then people will search for safe, more assured options.

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This article originally appeared on the LiveLOOK blog, and is reprinted with permission.