Guest Post: Leveraging Security to Elevate Customer Experience

This week, we feature an article by Srushti Shah, a digital marketer focused on effectively helping her clients and customers achieve their desired results. She writes about how artificial intelligence and machine learning technology can help businesses automate processes and put more focus on delivering amazing customer experiences.

How businesses approach security has changed significantly over the last few years. Whilst in the past, an effective security system may have been composed of only physical locking systems and CCTV cameras, modern organizations must contend with sophisticated threats designed to wreak havoc across both physical and digital systems. 

In 2022 alone, over 422 million US citizens were impacted by some form of data breach resulting in their personal information being exposed to malicious actors. The increasing frequency of these events has led to around 50% of consumers voicing concerns regarding data security, with 88% claiming to avoid using services that they don’t trust with their data.  

Of course, poor data security leads to significant physical security risks as so many modern systems rely on digital communications to function effectively. Meaning to protect consumers and provide a great customer experience, businesses must consider both practices equally. To achieve this, proactive brands are leveraging security to elevate the customer experience.  

Touchless access control

Perhaps the most obvious example of modern technology designed to both improve security and elevate the customer experience is the advent of touchless access control. Business access control systems are an essential aspect of property security for all organizations tied to a physical location, allowing internal teams to secure their premises from unauthorized entry. 

Traditional forms of access control, such as physical lock and key systems, intercoms, or PIN code readers, can be cumbersome to use and relatively insecure, as keys can be easily lost, intruders can mask their identities, and PIN codes can be stolen, potentially leading to issues with customers. Touchless systems, however, offer a secure and seamless user experience.  

For businesses with membership programs such as gyms, coworking spaces, social clubs, and leisure centers, mobile credential access systems can provide an unmatched customer experience. Members are issued unique digital credentials directly to their own smartphones, which, when held in proximity to an installed access reader, will grant users property access.   

This seamless approach to property security allows customers to access facilities freely and can be integrated with scheduling systems enabling consumers to book appointments at any time. Additionally, customers will no longer need to interact with high-touch surfaces that can increase the spread of germs and illness, a concern that over 80% of American adults share. 

E-commerce cybersecurity  

E-commerce sales have been steadily increasing for several years, with recently published data suggesting almost 21% of all retail purchases are expected to take place online during 2023. This significant rise in e-commerce retail has seen many businesses shift their focus towards online stores and services, though many may not be prepared to achieve this safely.  

Whilst modern physical and cybersecurity practices are becoming increasingly converged, that’s not to say that businesses can approach securing customer data within an online store in the same way that they would in a physical space. Sophisticated cybercriminals constantly develop new ways to steal data and hack systems, so proactive defenses must be in place. 

Primarily, online retailers should prioritize the implementation of multi-factor authentication (MFA) to secure customer accounts from external threats. A typical MFA policy will require customers to input a traditional password when logging into their accounts, and a second form of authentication sent via SMS or email to verify the user’s identity on another device. 

Experts suggest that a well-implemented MFA policy can prevent up to 99.9% of common cyber attacks, ensuring that sensitive customer data remains inaccessible to cybercriminals and demonstrating to users that the business is dedicated to protecting their information. In addition, MFA policies can be equally applied to an organization’s physical security systems to help teams achieve security convergence, protecting both physical and online customers. 

AI security integrations

Finally, businesses can dramatically improve existing security systems and elevate customer experience by utilizing modern AI software solutions to automate essential processes. AI and machine learning programs are designed to identify anomalous events and suspicious behavior automatically, allowing security teams to develop intelligent incident responses. 

This technology can be used in numerous ways, from autonomous video security cameras programmed to immediately sound alarms if contraband items are detected to AI-informed cybersecurity systems configured to alert staff of suspicious login attempts. Essentially, AI integrations allow human teams to focus their attention on matters of immediate importance.  

Utilizing AI software integrations can elevate the customer experience across both physical and digital environments by reducing the workload shouldered by security, IT, and customer service teams, enabling employees to dedicate more time to addressing customer concerns. 

The benefits of adopting AI-informed security and wider logistics management systems can be observed across most major industries. In fact, research published by IBM indicates 35% of companies are currently using AI to enhance their operations, and an additional 42% are exploring the use of AI for future developments, suggesting this technology will only improve. 

Summary

As consumer habits continue to change and commercial organizations pivot further towards digital technologies and converged systems, business leaders, security personnel and IT teams must adjust their approach to business security to both protect consumers and offer a more streamlined customer experience. By ensuring customers can safely and efficiently access physical and digital assets, businesses demonstrate a commitment to their audience. 

Through the development of seamless physical access control systems, brick-and-mortar businesses can reliably protect customers in a secure and non-intrusive manner. Whilst the development and implementation of advanced cybersecurity protections designed to secure sensitive customer data in online stores will foster a sense of trust with virtual consumers. 

Additionally, investing in modern AI and machine learning technologies will help businesses to automate a number of essential processes to protect customers better and provide staff with more time to focus on providing high-quality customer service. Essentially, by taking the time to develop these ideas, brands can leverage security to elevate customer experience. 

Srushti Shah is an ambitious, passionate, and out-of-the-box thinking woman having a vast exposure in Digital Marketing. Her key focus is to serve her clients with the latest innovation in her field, leading to fast and effective results.

For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.

Read Shep’s latest Forbes article: ChatGPT: Concerns, Fears And Opportunities