The customer experience has long been classified as a tipping point between a good product or service and a great one. With so many options available to consumers, small businesses need to set themselves apart to build and maintain customer relationships. As we move further into the digital age, organizations that can pivot and expand on their traditional service channels to include digital options will be the most successful.
This has become increasingly apparent in the wake of the COVID-19 pandemic, a time where digital and e-commerce options were the only things keeping many organizations afloat while the world was shut down. As the world slowly transitions back to a more traditional state, one thing is for certain: the importance of the digital experience will remain.
A digital experience is the sum of all the experiences consumers have when they interact with a brand across digital channels. What transcends a digital experience into greatness is transaction speed and frictionless movement among digital channels.
Technological advances like chatbots, email ticketing systems and automated attendants allow consumers to communicate with the brands they love in the method they prefer. Mobile apps are available for almost any service you can think of, from ticketing to mobile banking and even booking dinner reservations. The more diverse the channel offerings, the better.
While the primary focus of the digital customer experience has historically been on the purchasing process, it is quickly being integrated into the post-purchase experience as well. A perfect example of this is stadiums leveraging digital tickets instead of paper ones or cruise ships offering guests integrated bracelets that act as keys, identification, payment methods and other resources.
Each of these offers convenience and ease of use for consumers while also allowing organizations to capture critical metrics about their consumer base. However, while this information can provide helpful insights to businesses about their customer base, collecting and storing personally identifiable information (PII) comes with security and compliance responsibilities.
Safeguarding PII begins with securing your network infrastructure. From the servers that store this information to the network that transmits it to the computers that access it, end-to-end security is critical to delivering safe and positive digital customer experiences.
The Federal Trade Commission (FTC) has proposed a five-step plan to keep consumer PII safe:
Partnering with a managed service provider like Acordis can help you expand on your digital consumer experience channels without compromising on security.
Take the SMB Network Security Assessment to see how your network stacks up.
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