FUTURE TECHNOLOGY
Customer data is a privilege , not a right
Walter Hildebrandi , CTO , Zendesk Latin America
Walter Hildebrandi , CTO of Zendesk Latin America , explains why customer data security is an integral part of the customer relationship and why it is becoming increasingly important .
When seeking the balance between providing excellent customer service and ensuring the security and privacy of consumers , data protection is an unavoidable and , in fact , a crucial topic in recent years .
Customers appreciate personalized and satisfying relationships with brands , which implies that brands need to be empathetic and anticipate their needs , expectations and preferences .
To achieve this , the use of customer data is essential . Through them , brands gain a deeper understanding of their consumers . However , to obtain such valuable information , organizations must first earn the trust of customers , which is a critical factor in any business relationship . If not correctly done , it can cause long-term damage . Customers want organizations to be transparent about how they use their personal information .
Consumers will know that their data is being used for their benefit if it is clear that this information provides them with the benefit of a simplified , convenient and timely experience .
For example , when a customer ’ s payment history , purchases and
Consumers will know that their data is being used for their benefit if it is clear that this information provides them with the benefit of a simplified , convenient and timely experience . experiences are well-documented , whether they bought online through their tablet , in
a physical store , or requested information via WhatsApp , the brand can use the customer ’ s information to offer continuity to the user experience . The perception of the brand ’ s care and attention to detail will positively impact their confidence .
With power comes great responsibility
Today , customer service and the use and analysis of data coincide with the rise of Artificial Intelligence ( AI ), which emphasizes the need to use them optimally . So how do we use customer data to offer a personalized experience without violating their privacy ?
AI and new technologies provide the opportunity to unify data sets and better leverage consumer information . They also help facilitate compliance with privacy policies and information usage , preventing agents from accessing sensitive customer data , such as credit card numbers .
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