In today’s competitive marketplace, it has become increasingly important for organizations to deliver more seamless customer authentication experiences. It’s clear, even intuitive, that creating positive moments of truth at every touch point makes for loyal customers, and loyal customers are more likely to return to and recommend a brand. Conversely, customers who have negative or less-than-compelling experiences are less likely to recommend a brand and also have a bias toward being more vocal with others about their displeasure. The authentication process is one of the first opportunities to create a positive impression in a call center interaction. It dictates whether the call will be handled in the interactive voice response (IVR) system or by an agent. Consumers expect that the companies with whom they do business know them well and desire to be authenticated in the easiest way possible. At the same time, consumers expect companies to place security and privacy as paramount values, and they demand their personally identifying information (PII) and account-related data be protected, along with their financial assets.
Leveraging a risk-based approach to authentication mandates fully understanding diverse customer attitudes regarding security and the level of friction that they expect or are willing to endure. Not all consumers share common views. Some consumers who are less concerned about security and privacy tend to be comfortable with a completely frictionless authentication process. Others are less comfortable with less visible authentication routines—absent the knowledge of the background authentication processes—and may think that their sensitive data may not be properly secured and managed. Hence, appreciating the diverse nature of servicing personas is key. By assessing the risk of the call and linking the authenticated call data to the customer account, contact centers can recognize who they are servicing, better assess how they can assist each specific customer, and ultimately improve the customer experience while enhancing authentication efficacy.
Bringing to bear everything an organization knows or can know about its customers— even before it answers a customer call—and segmenting those calls for the appropriate handling can become a significant tool for improving the overall customer call center
experience. As an added benefit, segmenting calls based on risk can improve the efficacy of the authentication process and ensure the security of sensitive company and customer data.
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This article is posted at datos-insights.com
