We are in a security-conscious era.
Consumers are highly aware of the risks posed to their personal data, and are choosing to interact with organizations that make every effort to protect it.
Companies that step up their security game are the winners in this era, earning customer trust and, in turn, valuable retention and spending. In fact, three-quarters of customers will buy more from businesses they trust.
You’ll be more likely to earn and maintain your customers’ trust if you communicate and demonstrate your security credentials early on and across the touchpoints.
The value of trust
The fact is that customers know the risks that come with interacting online or through a contact center and have a reasonable level of paranoia around data security. After all, we are constantly inundated with news about data breaches and reports of stolen customer data.
So, before they consider handing over personal details, your customers need to trust that you’ll keep their data safe. In fact, 83 percent of customers simply won’t do business with you if they don’t trust you.
But if they do trust you, they will also be loyal to you, which is great for your business. Loyal customers spend 67 percent more than new customers and they are likely to share their positive experiences, helping to bring in new customers as 92 percent of consumers trust recommendations from family and friends above all other marketing.
Gaining your customers’ trust is crucial for the long-term success and growth of your organization.
Show your workings
So, how do you gain your customers’ trust? You need to show that you take protecting their data seriously.
Start by showing your customers that you’re a safe option by adhering to recognized standards such as the Payment Card Industry Data Security Standard (PCI DSS). A set of requirements designed to protect cardholder account information, PCI DSS compliance shows that you follow best practice and/or utilize a solution that adheres to these standards.
With the right PCI DSS compliant solution in place, you can offer multiple secure payments options, including Speak to Pay and Key to Pay technologies as well as secure links for click to pay. This will foster trust in two ways – by offering security and choice.
76 percent of customers expect personalization and this includes being able to use their preferred method of communication. So by offering secure options that meet your customers’ preferences, you’ll gain and maintain their trust.
Communicate clearly and honestly
It’s all well and good – and it really is good – having great security policies and processes, but if you don’t tell your customers about it, they can’t be expected to know.
Clearly communicating to your customers about how you adhere to standards and keep their data protected will ensure they feel comfortable making payments through your contact center.
Almost nine out of ten customers prefer to make contact center payments by speaking to a person rather than using a chatbot or buying directly online. This human connection gives your agents an opportunity to speak directly with the customer and explain how you keep their data safe.
Trust leads to lasting relationships
Trust is important in all the relationships we create and when it comes down to handing over personal information, security is the key to maintaining that trust.
If you implement a solution that enables you to be fully PCI DSS compliant and communicate this clearly to your customers, you will foster strong relationships that drive customer loyalty and repeat business.
It really is worth the time and effort it takes to put these processes in place.
