How can you win customer trust, protect their privacy and be cyber secure?

Consumer trust has become the new battleground for digital success. As the pandemic changed the way businesses function and forced them to reroute their marketing direction, consumers’ perception of data and privacy has also changed. People are now looking for different ways to be reached and engaged, expecting a different kind of consumer experience amid all the disruption that’s currently happening – and they are expecting this to be secure. 

The business of trust lies in being cyber secure if you are to grow and scale

According to Cognizant, 91% of consumers are “concerned” or “very concerned” about their data privacy online. To win the trust of those customers (and their business), SaaS companies will have to redefine how they approach not only their data privacy and security but their company culture, ethics, products, and more.

Data privacy: The seedbed of consumer trust

At last year’s Ascent Conference, Christi Olson, Microsoft’s head of evangelism for search and advertising, shared five key takeaways from the global report. The report was conducted with three other marketing executives, entitled “In Brands We Trust: The Intersection of Privacy and Trust in the Age of the Empowered Consumer.” At this year’s Annual Ascent conference, we take a step further and focus on the cybersecurity best practices associated with protecting your consumers.

How do you establish a reputation for protecting customer privacy?

To gain customer trust and, in turn, a competitive edge, your organization first must establish a reputation for protecting customer data and privacy. But it’s not just about building a more security-driven culture and product. Companies need to win customer trust by positioning themselves as leaders in their space on privacy and security. Here are a few key steps to follow:

1.   Communication: Be transparent with your customer in how you are keeping their information secure. Educate them on how to use your products and services with cybersecurity best practices. We love the examples set by Apple and Mozilla as two brands that have become data privacy advocates and thought-leaders. Check out how Apple’s SSO uses highly secure authentication and how the Mozilla Manifesto treats ‘Individuals’ security and privacy on the internet as fundamental, not optional.

2.   Monitoring: It is imperative to know what customer data you hold and where it is stored. Furthermore, monitoring customer data for potential threats is essential in staying ahead of potential cyberattacks

3.   Testing: Ensure you have a testing program set up to check various programs. Testing can highlight issues and weaknesses, allowing you to make changes and corrections before an attack happens

4.   Compliance: Does your cybersecurity plan comply with changing regulations, especially those impacted by new consumer privacy acts? Show your customers that you are working to protect their data. Plus, staying compliant also helps you to avoid hefty fines. 

5. Don’t forget to update: The most successful companies regularly evaluate their approach to security, consistently protecting consumer data. Remembering to update your software and devices will keep you one step ahead of potential threats and allow you to adapt appropriately.

Combining marketing, privacy & cybersecurity for a new playing field

Customer privacy, data protection, and cybersecurity deal with protecting sensitive data from various digital threats. That’s why they have become interconnected. Rather than having them respond to a breach separately, it makes sense to have one integrated approach. Customer trust is not just a marketing team’s priority – it involves the cybersecurity team, and both need to work together. Anyone in an organization can cause a data breach; responsible user behavior should be an essential part of the corporate cybersecurity culture. 

Privacy and trust are closely related terms that become the solid foundation of long-term partnerships with consumers when adequately built and fostered. Adapt your daily workflow by combining cybersecurity and data protection.

Watch last year’s Ascent Annual speaker, Christi Olson’s full session below:

[su_youtube url=”https://www.youtube.com/embed/11MF7MDL1-Q” mute=”yes” title=”Privacy and Trust”]

Don’t forget to register for this year’s Annual Conference and hear from top cybersecurity experts on adapting best practices for SaaS.

 

Photography by Jeremy Zero via Unsplash.

Privacy Notice

This privacy notice discloses the privacy practices for (www.ascentconf.com). This privacy notice applies solely to information collected by this website. It will notify you of the following:

  • What personally identifiable information is collected from you through the website, how it is used and with whom it may be shared.
  • What choices are available to you regarding the use of your data.
  • The security procedures in place to protect the misuse of your information.
  • How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. We will not share your information with any third party outside of our organization, other than as necessary to fulfill your request, e.g. to ship an order.

Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

Your Access to and Control Over Information

You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.

Security

We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 202-256-9707 or [email protected].