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The IT dilemma: Balancing data privacy and personalization in customer experience

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cGiCPO" id="main-content" lang="en-US"> <div class="sc-f43923f4-1 hKKEZY"> <article data-nmw-id="pages.Blog.BlogMainContent"> <section class="Basestyle__BaseRoot-sc-3zktjg-1 kLEpat"> <div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"> <div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"> <div class="StyledRow-sc-xjsdg1-0 kmkcfB Gridstyle__Row-sc-1uhmtis-1 Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"> <div class="StyledCol-sc-inuw62-0 bLyxSP Gridstyle__Col-sc-1uhmtis-2 Basestyle__BaseColTextRoot-sc-3zktjg-2 hmvmFG eEwYbU" data-garden-id="grid.col" data-garden-version="8.76.2"> <h1 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">The IT dilemma: Balancing data privacy and personalization in customer experience</h1> <p class="Headingstyle__HeadingRoot-sc-150xww-0 kbfdgI">Trust is at odds with consumer expectations of personalization, according to new research. Here's how IT leaders are making sense of it.</p> <div class="sc-b4fd687b-9 fqoGvv"> <a target="_blank" rel="noopener noreferrer" href="https://translate.google.com/website?sl=pl&amp;tl=ar&amp;hl=en-GB&amp;u=https://d1eipm3vz40hy0.cloudfront.net/images/blog/Zendesk_Security_Report2023.pdf" data-interaction-type="button-primary" data-nmw-id="components.global.GatedContent.GatedLink" data-type="gated resource" style="margin-top:32px;margin-bottom:16px" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 bbMVeg" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Get the report <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewbox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"> <path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path> </svg></a> </div> </div> <div class="StyledCol-sc-inuw62-0 hNuVsR Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"> <div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"> <span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="Person sitting on chair looking pensive" fetchpriority="high" src="https://d1eipm3vz40hy0.cloudfront.net/images/AMER/itdilemmaheader2.png" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"></span></span> </div> </div> </div> </div> </div> </section> <section class="Basestyle__BaseRoot-sc-3zktjg-1 dvTsIe"> <div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"> <div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"> <div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"> <div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"> <div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 sc-b4fd687b-1 bEEqbX kjpIMx" data-garden-id="grid.row" data-garden-version="8.76.2"> <div class="StyledCol-sc-inuw62-0 dATmVw Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Your phone buzzes with an email notification. Subject line: Important information about a recent security incident.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sounds familiar, right? Unfortunately, security incidents are more and more common, which means many companies are leaning on trust to galvanize their customer relationships. Trust is the cornerstone of customer relationships, but in today’s changing data privacy and security landscape, it’s hard to earn and easy to lose.</p> <h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Research shows that trust is at odds with consumer expectations of personalization</h2> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Companies and platforms collect more personal data than ever, and consumers expect this data to stay safe in the face of evolving security threats. Simultaneously, government and industry compliance standards are constantly developing. This makes it challenging to balance privacy and security while working to enhance the customer experience—even more so for companies in highly regulated sectors, companies handling lots of sensitive customer data, or companies following their own strict privacy and security standards.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Zendesk’s 2023 report, The IT Dilemma: Balancing Data Privacy and Personalization in Customer Experience, highlights these conflicting priorities. In the report, 66 percent of surveyed IT leaders say data privacy and protection regulations limit their personalization efforts significantly.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Despite these challenges, companies with the right tools and partners in place can thrive in this changing landscape, meeting their customers’ need for greater privacy and security while building greater customer trust and satisfaction along the way.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><a target="_blank" rel="noopener noreferrer" href="https://www-zendesk-com.translate.goog/customer-data-privacy-protection/?_x_tr_sl=pl&amp;_x_tr_tl=ar&amp;_x_tr_hl=en-GB" data-interaction-type="button-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 bbMVeg" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Learn more about Zendesk advanced data privacy and protection <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewbox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"> <path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path> </svg></a></p> <h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">In this report</h2> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Here are three ways businesses can proactively maintain customer trust amidst the changing data privacy sphere.</p> <h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">1. Remove personal data from customer conversations</h3> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Redacting personal data from customer conversations can be a critical first step in protecting customer privacy.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer conversations contain a wealth of information that can be used to personalize the customer experience—think details like purchase history or previously closed tickets. The key is determining which personal information is relevant and which information is not. This includes data like credit cards, social security numbers, and passwords from support conversations.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Once businesses know which personal information isn’t needed to deliver customer experiences, they can use redaction tools to selectively and permanently delete those details from customer conversations. With advances in AI, this process is becoming smarter and easier to automate.</p> <h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">2. Enable agents to access only the customer data they need</h3> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Redaction can help protect personal information that CX professionals don’t need access to, but what about the data they do need?</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">To provide personalized customer experiences, support agents need access to customer information. For example, to better understand a customer’s needs, they might search through past conversations for relevant insights.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The complexity here is that not all CX professionals require the same level of access to customer data. According to the information security principle of least privilege, CX team members should only be able to access the information they need to do their jobs effectively. If one team member relies on specific personal data to service customers while another agent does not, only the first agent should have access to that information.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Beyond maintaining access and permission controls, businesses can use advanced capabilities like data masking to surface or hide customer data based on employee role.</p> <h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">3. Delete outdated customer data your business no longer needs</h3> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Eventually, even the most relevant customer data becomes unnecessary for businesses to hold. Think of customer service data stored in platforms years after a service transaction was completed. For maximum customer privacy, this kind of outdated data should be deleted regularly. To do this, <a target="_blank" rel="noopener noreferrer" href="https://www-zendesk-com.translate.goog/customer-data-privacy-protection/?_x_tr_sl=pl&amp;_x_tr_tl=ar&amp;_x_tr_hl=en-GB" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">flexible tools <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewbox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"> <path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path> </svg></a> to enforce data retention policies that delete the data they don’t need while keeping the data they do.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">This is particularly crucial for businesses under data retention regulations, whereby personal data must be deleted if it’s no longer needed or if a customer requests its removal.</p> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">By enforcing data retention policies, businesses can stay on top of regional and industry-based regulations while keeping customer data safe. CX tools that allow businesses to customize where, when, and which data is deleted can accommodate this flexibility.</p> <h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Learn more about data privacy and protection in CX</h2> <p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Building customer trust amidst a dynamic data privacy landscape can be a challenge. But with the right strategies and tools in place, businesses can deliver the most trusted customer experiences while safeguarding their business, elevating customer privacy, and strengthening data security at scale. Discover additional insights in our free report.</p> </div> </div> </div> </div> </div> </div> </section> </article> </div> <section class="Basestyle__BaseRoot-sc-3zktjg-1 ijldgG"> <div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"> <div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"> <div class="StyledRow-sc-xjsdg1-0 kmkcfB Gridstyle__Row-sc-1uhmtis-1 Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"> <div class="StyledCol-sc-inuw62-0 ckLVTK Gridstyle__Col-sc-1uhmtis-2 Basestyle__BaseColTextRoot-sc-3zktjg-2 hmvmFG bBcjGP" data-garden-id="grid.col" data-garden-version="8.76.2"> <h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">The IT dilemma: Balancing data privacy and personalization in customer experience</h2> <div class="sc-b4fd687b-9 fqoGvv"> <a target="_blank" rel="noopener noreferrer" 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Subject line: Important information about a recent security incident.\u003c/p\u003e\n\u003cp\u003eSounds familiar, right? Unfortunately, security incidents are more and more common, which means many companies are leaning on trust to galvanize their customer relationships. Trust is the cornerstone of customer relationships, but in today’s changing data privacy and security landscape, it’s hard to earn and easy to lose. \u003c/p\u003e\n\u003ch2\u003eResearch shows that trust is at odds with consumer expectations of personalization\u003c/h2\u003e\n\u003cp\u003eCompanies and platforms collect more personal data than ever, and consumers expect this data to stay safe in the face of evolving security threats. Simultaneously, government and industry compliance standards are constantly developing. This makes it challenging to balance privacy and security while working to enhance the customer experience—even more so for companies in highly regulated sectors, companies handling lots of sensitive customer data, or companies following their own strict privacy and security standards.\u003c/p\u003e\n\u003cp\u003eZendesk’s 2023 report, The IT Dilemma: Balancing Data Privacy and Personalization in Customer Experience, highlights these conflicting priorities. In the report, 66 percent of surveyed IT leaders say data privacy and protection regulations limit their personalization efforts significantly.\u003c/p\u003e\n\u003cp\u003eDespite these challenges, companies with the right tools and partners in place can thrive in this changing landscape, meeting their customers’ need for greater privacy and security while building greater customer trust and satisfaction along the way. \u003c/p\u003e\n\u003cp align=\"center\"\u003e\u003ca class=\"button button-medium button-primary-default\" href=\"https://www.zendesk.com/customer-data-privacy-protection/\"\u003eLearn more about Zendesk advanced data privacy and protection\u003c/a\u003e\u003c/p\u003e\n\u003ch2\u003eIn this report\u003c/h2\u003e\n\u003cp\u003eHere are three ways businesses can proactively maintain customer trust amidst the changing data privacy sphere.\u003c/p\u003e\n\u003ch3\u003e1. Remove personal data from customer conversations\u003c/h3\u003e\n\u003cp\u003eRedacting personal data from customer conversations can be a critical first step in protecting customer privacy. \u003c/p\u003e\n\u003cp\u003eCustomer conversations contain a wealth of information that can be used to personalize the customer experience—think details like purchase history or previously closed tickets. The key is determining which personal information is relevant and which information is not. This includes data like credit cards, social security numbers, and passwords from support conversations. \u003c/p\u003e\n\u003cp\u003eOnce businesses know which personal information isn\u0026#8217;t needed to deliver customer experiences, they can use redaction tools to selectively and permanently delete those details from customer conversations. With advances in AI, this process is becoming smarter and easier to automate. \u003c/p\u003e\n\u003ch3\u003e2. Enable agents to access only the customer data they need\u003c/h3\u003e\n\u003cp\u003eRedaction can help protect personal information that CX professionals don\u0026#8217;t need access to, but what about the data they do need?\u003c/p\u003e\n\u003cp\u003eTo provide personalized customer experiences, support agents need access to customer information. For example, to better understand a customer’s needs, they might search through past conversations for relevant insights. \u003c/p\u003e\n\u003cp\u003eThe complexity here is that not all CX professionals require the same level of access to customer data. According to the information security principle of least privilege, CX team members should only be able to access the information they need to do their jobs effectively. If one team member relies on specific personal data to service customers while another agent does not, only the first agent should have access to that information. \u003c/p\u003e\n\u003cp\u003eBeyond maintaining access and permission controls, businesses can use advanced capabilities like data masking to surface or hide customer data based on employee role. \u003c/p\u003e\n\u003ch3\u003e3. Delete outdated customer data your business no longer needs \u003c/h3\u003e\n\u003cp\u003eEventually, even the most relevant customer data becomes unnecessary for businesses to hold. Think of customer service data stored in platforms years after a service transaction was completed. For maximum customer privacy, this kind of outdated data should be deleted regularly. To do this, \u003ca href=\"https://www.zendesk.com/customer-data-privacy-protection/\"\u003eflexible tools\u003c/a\u003e to enforce data retention policies that delete the data they don’t need while keeping the data they do. \u003c/p\u003e\n\u003cp\u003eThis is particularly crucial for businesses under data retention regulations, whereby personal data must be deleted if it\u0026#8217;s no longer needed or if a customer requests its removal.\u003c/p\u003e\n\u003cp\u003eBy enforcing data retention policies, businesses can stay on top of regional and industry-based regulations while keeping customer data safe. CX tools that allow businesses to customize where, when, and which data is deleted can accommodate this flexibility. \u003c/p\u003e\n\u003ch2\u003eLearn more about data privacy and protection in CX\u003c/h2\u003e\n\u003cp\u003eBuilding customer trust amidst a dynamic data privacy landscape can be a challenge. But with the right strategies and tools in place, businesses can deliver the most trusted customer experiences while safeguarding their business, elevating customer privacy, and strengthening data security at scale. Discover additional insights in our free report.\u003c/p\u003e\n","headerVariant":"blog","hasProgressBar":true,"promo":null,"hasStickySidebar":null,"layout":"gated","gatedLinkAndModal":{"href":"https://d1eipm3vz40hy0.cloudfront.net/images/blog/Zendesk_Security_Report2023.pdf","text":"Get the report","appendSuccessHtml":"","authoredTrackingParams":{"hiddenCampaignId":"7016R00000107eBQAQ ","SFDCCampaigncode":"7016R00000107eBQAQ ","lead_source_detail":"Website-Content Download","lead_source":"Website-Content Download","productInterest":"","marketingQualifiedLead":"","ownerId":"","event_key":"","event_id":""}},"hero":{"title":"The IT dilemma: Balancing data privacy and personalization in customer experience","author":{"name":"","title":"","handle":"","photo":"","shortBio":"","longBio":""},"shareLinks":{"twitter":"https://zdsk.co/3thNJ16","facebook":"https://zdsk.co/3RG13H2","linkedin":"https://zdsk.co/46wcxRh"},"updatedAtFormatted":"November 20, 2023","layout":"gated","gatedTheme":"Select One","supertitle":"","intro":"Trust is at odds with consumer expectations of personalization, according to new research. 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software.","lbl_sales_spend":"Total sales spend","tooltip_sales_spend":"Based on the total amount your business spent on sales, including any tools or software.","lbl_new_customers":"Number of new customers","tooltip_new_customers":"Enter the total number of new customers your business has acquired.","btn_calculate":"Calculate","result_heading":"Estimated customer acquisition cost","result_body":"To acquire a new customer, you'll need to spend approximately:"},"csatCalculator":{"title":"Customer satisfaction score calculator","lbl_very_satisfied":"Very satisfied","tooltip_very_satisfied":"Very satisfied: Enter the total number of respondents who rated their satisfaction level a 5.","lbl_satisfied":"Satisfied","tooltip_satisfied":"Satisfied: Enter the total number of respondents who rated their satisfaction level a 4.","lbl_neutral":"Neutral","tooltip_neutral":"Neutral: Enter the total number of respondents who rated their satisfaction level a 3.","lbl_dissatisfied":"Dissatisfied","tooltip_dissatisfied":"Dissatisfied: Enter the total number of respondents who rated their satisfaction level a 2.","lbl_very_dissatisfied":"Very dissatisfied","tooltip_very_dissatisfied":"Very dissatisfied: Enter the total number of respondents who rated their satisfaction level a 1.","res_heading":"CSAT score:","res_customers_surveyed":"Customers surveyed:","reset":"Reset"},"lcStaffingCalculator":{"title":"Live chat staffing calculator","intro_1":"Ensuring appropriate levels of live chat staffing can be a challenge. That’s why it’s critical to plan ahead before rolling it out for customers. Use this staffing calculator to help you get started.","intro_2":"Remember that there are many factors that impact live chat staffing needs, so this tool should only be used as a planning guide.","form_section_1_heading":"Estimating chat volume","lbl_re_vs_pro_active":"Will chat be reactive or proactive?","tooltip_re_vs_pro_active":"Reactive live chat is initiated by a customer, usually by clicking a chat widget. Proactive live chat is automatic: a popup window appears asking a customer if they need help or want to chat with someone.","dropdown_reactive":"Reactive","dropdown_proactive":"Proactive","lbl_web_visitors":"How many website visitors do you expect during the live chat availability period?","tooltip_web_visitors":"Use a tool like Google Analytics to determine how many website visitors you get during live chat support hours. You can analyze the entire website, or you can choose specific URLs that feature live chat widgets.","form_section_2_heading":"Estimating number of chats per hour","lbl_chat_hours":"How many hours will live chat support be available on your website?","tooltip_chat_hours":"When you’re just getting started with live chat support, stick to an average 8-hour workday (e.g. 9a to 5p). This reduces the number of incoming chats and contains the chats to predictable hours.","form_section_3_heading":"Estimating number of agents","lbl_chat_duration":"How long should agents spend on one live chat conversation (in mins)?","tooltip_chat_duration":"Agents spend an average of between 8 and 12 minutes solving one customer’s problem, but actual time spent per chat depends on the complexity of the issue and how much experience or expertise the agent has on that topic. 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