In the digital era that we live in, customers increasingly demand personalised experiences and brands use various channels to communicate with customers. In the process, they are privy to user data. In fact, according to an international, cross-industry executive survey by Harvard Business Review Analytic Services, nine in 10 respondents revealed that customers expect organisations to know their interests and anticipate their needs. Correspondingly, eight in 10 respondents said personalisation is important to their organisation’s strategy—and more than half indicated their personalisation tactics were already an important driver of revenue and profits. Should personalisation or customisation come at the cost of privacy? The answer is a big ‘No’.
Yet, businesses and individuals face the risk of cyber threats—such as phishing attacks, mobile malware and trojan horses—that challenges the existing fraud control frameworks and are becoming increasingly sophisticated. In such a scenario, the right use of technology can be a critical differentiator in enhancing cybersecurity measures.
A foremost priority
As brands enhance their capabilities to collect and hold consumer…
