Ending The Tug Of War Between Security And Customer Experience

Today’s customers are highly demanding. They want everything to be hassle-free at all the interaction points. Businesses that can address this demand get a competitive advantage. But, to enhance customer experience, companies usually have to sacrifice security.

Take the example of registration forms. Longer forms are one of the primary reasons that derail customer experience. They can even lead to losing customers to competitors. This tug of war between security and customer experience has been since the evolution of the internet.

You cannot ignore customer experience as it has become the key brand differentiator. You cannot overlook security, too, as cybersecurity attacks increase. Lack of security can lead to a data breach, impacting your brand’s image. Hence, you need to find a sweet balance between the two. So what should you do?

IMAGE: UNSPLASH

Striking Balance Between Security And Customer Experience

There are many ways to prevent you from compromising between the most crucial factors for your business’s success. Some of these include:

Leveraging Digital Identity Verification Solutions

While you can find several options, digital identity verification solutions are the best. These solutions have multiple modern-day technologies like Artificial Intelligence (AI), deep learning, biometrics, data analytics, etc.

Each technology capability in identity verification solutions builds a layer of protection to help with security. Consider the example of AU10TIX, a leading digital verification solution provider. At AU10TIX, they use a combination of multiple technologies for real-time verification. Hence, even the customer experience is not impaired.

Suppose a digital identity verification solution is installed at an airport. Now, the airport authorities need to consider optimal security while ensuring passengers don’t have to wait long for the verification.

In such a situation, the digital verification solutions can capture images of the passenger, match them with biometrics data, and verify documents, all in real-time. Hence, both security and customer experience are kept intact.

Similarly, you can also use identity verification solutions for customer onboarding. Long registration forms can impair customer experience. However, customers don’t have to fill out the form with verification solutions. Accessing a web camera can do the verification job, ensuring a frictionless experience.

Combining Biometrics With Blockchain

The combination of biometrics and blockchain will improve access to data and security. While biometrics provides a solution for quick authentication, it has several limitations. For instance, data leakage, unreliable authentication modules, lack of transparency are challenges faced by biometrics.

Combining biometrics with blockchain enables you to overcome these issues. The blockchain network is an immutable decentralized ledger. Adding or modifying data on a blockchain ledger requires confirmation from more than 50% of nodes (miners), making it a highly secure network. Hence, adding biometrics data to the blockchain network can increase security.

Blockchain with biometrics also enhances customer experience through transparency. Usually, consumers don’t know how companies are using their data. But with blockchain, you can allow the customers to view the data you have collected and how you are using it. This enhanced transparency increases brand loyalty and customer experience.

Blockchain’s transparency also enhances trust. For instance, you can provide an overview of a complete product cycle right from raw materials to development to the packaging of a product on the shelf. Hence, the consumers can go through all the immutable data on the blockchain ledger to make better buying decisions.

Building Upon Artificial Intelligence

AI has immense potential in cybersecurity as well as customer experience. Its predictive capabilities can enable you to go proactive on security. For instance, AI can analyze massive data to detect abnormal behavior and alert your cybersecurity team.

Similarly, AI also accelerates detection and response speed by accelerating threat hunting. It can scan your entire IT infrastructure to detect potential vulnerabilities that cyber adversaries can exploit. Hence, adopting AI can strengthen your cybersecurity.

Coming to the customer experience, AI is by far one of the best technologies to help you with that. The technology is capable of personalizing the consumer journey. AI can segment customer persona based on several attributes, such as demographics, geographic location, preferences, purchase history, etc. You can use the personas to engage with customers and provide personalized experiences.

Consider the example of an eCommerce website. When customers visit an online store, AI can help push relevant product recommendations based on their purchase history or preferences.

Conclusion

Since security and customer experiences are equally crucial for success, you should not choose between them. Leveraging the mentioned technologies and their solutions can help you find the perfect blend for a seamless experience and optimal security to ensure you get a competitive advantage.