How Businesses Build Trust to Unlock Deeper Customer Engagement

Trust via customer engagement

In a world of nonstop data breaches, companies who build trust through technology are achieving new levels of customer engagement and growth.

No one is safe: data breaches and hacks plague companies of all sizes. It’s gotten to the point where most consumers don’t think companies protect their data. It doesn’t help business - lack of a feeling of safety is the number one reason customers abandon online transactions, according to an Experian study.

Still, many businesses don’t take the threat seriously enough. Speaking to TechRepublic, Svend Wittern, VP and head of industry business innovation at SAP, said that safety and security was one of the most “underestimated” megatrends transforming businesses.

Yet, customers are trying to remain optimistic. In finance, more than 70 percent of customers believe new technologies will have a positive impact on their personal security, according to a Mastercard survey.

This is why earning customer trust is an opportunity for companies to build a new competitive advantage.

Secure customer communication in the digital age

SMS has been around for a while, and there are compelling reasons why it continues to be a communication channel of choice for leading enterprises.

It’s one of the most affordable, reliable ways to reach global customers, remaining more secure than email. In a post for IT Pro Portal, Ash Rust said carriers had been able to reduce the phishing threat in SMS, setting up hotlines for consumers to report suspicious texts.

WhatsApp is another simple and secure communication channel. Better yet, your customers are already familiar with WhatsApp - they’re using the app to communicate with family and friends. All. The. Time.

When you use a tool like the WhatsApp Business API, you’re surrounding the data with end-to-end encryption that protects your and your customers' information.

Now you may have heard of the recent WhatsApp hack. Attackers exploited a vulnerability breaking into Androids and iPhones. The hackers remotely installed spyware, known as Pegasus, to steal data by placing a WhatsApp call. But here’s the thing, as soon as WhatsApp learned about the security hole, engineers went to work, releasing a patch shortly afterward and calling on users to update their version of the app.

This is the kind of response and action you want from a vendor. An organization that takes immediate steps to close the gaps and communicates in an open and transparent manner.

It’s the same type of accountability and honesty you need to deliver to your customers.

A tool like WhatsApp goes hand in hand with a layered security approach. That’s because in addition to using secure, trusted communications channels, you must reassure your customers that you are taking measures to protect their data.

In a piece by the Forbes Technology Council, Michael Goodwin makes the case for security audits.

“All companies that have customer data should be good stewards but words are not enough to prove to customers you are being careful with their data. We are investing more in employees with security backgrounds and certifications as well as paying for independent security audits to share with our customers. Security audits by accredited organizations are well received by clients.”

Build trust and deepen customer engagement with WhatsApp

If you want to improve customer engagement, you have to earn their trust. WhatsApp can help protect your customer data, acting as a powerful defense against sophisticated digital dangers. You can learn more about how industry leaders are using WhatsApp and chat commerce to serve superior customer experiences.