October 31st, 2014 by Elma Jane
It is a given that damage to a retailer’s reputation is one of the biggest negative outcomes from a big data breach. However, research said that customer service or the lack thereof, is a bigger turn-off for consumers than a data breach, and by a wide margin.
In April 2014 research, 75 percent of almost 800 survey respondents said poor customer service would have the greatest impact on a company’s reputation. Some type of environmental incident was the second most determining factor in reputational damage, at 33 percent, with a data breach coming in third at 30 percent.
Data breach management
According to the 2014 survey, businesses can do themselves the most good in the wake of breaches by explaining the potential risks or harms of the compromises, disclose the facts of the incidents and tell the unvarnished truth. Sixty-seven percent of respondents believe explaining the risks/harms to them of data breaches is the best way companies can improve communications, followed by fact disclosures and not sugar coating the message.
When asked what businesses could do to prevent customers from ending relationships with them following breaches, 41 percent said offering free identity theft protection and credit monitoring services would help out.
Consumer attitudes contradictions
When consumers are victimized by data breaches, their fears of also becoming victims of identity theft increase. Following a data breach, that fear nearly doubles. Furthermore, following breaches, victimized consumers in the survey said that their identities were at risk for years or forever.
But curiously enough, when consumers received data breach notifications that they may have been victimized, 32 percent of respondents ignored the notifications and took no action and only 18 percent followed the advice provided in the notifications.
Nevertheless, most consumers seem to recognize what types of data are the most sensitive and would cause the most stress and financial damage if compromised. Respondents said the compromise of Social Security numbers would lead to the most potential damage, followed by password/PIN and bankcard account information.
If you are out of business because of financial impact the data breached cost you. How good is your service? Losing even a single customer can be very costly. It’s critical for companies to turn a complaint into a positive for the customer and for the company moving forward.
Posted in Best Practices for Merchants Tagged with: bankcard account, consumers, credit monitoring services, customer service, data breach, password/PIN
