FEATURE
Jon Healy , Operations Director at Keysource
that exposed personal data belonging to more than 420,000 customers . The hack of BA ’ s payment processing infrastructure diverted unsuspecting victims to a malicious website where names , debit and credit card details , postal addresses and email addresses were harvested over a 15-day period . from Keysource , Panintelligence and Conga to find out their thoughts .
Jon Healy , Operations Director at Keysource
One of the most important areas for companies looking to develop customer and brand loyalty is to ensure that they keep their customers ’ personal data safe and secure . This means having strong cybersecurity measures in place and understanding where your vulnerabilities lie .
In the past few years there have been some extremely damaging security breaches from large , established organisations who have previously positioned themselves as ‘ trusted ’ and ‘ secure ’ that have without doubt impacted on their customer and brand loyalty .
One of the most high-profile incidents was in 2018 when British Airways suffered a cyberattack
This data breach was extremely damaging for the brand as customers reported that it felt invasive and personal . Affected customers suffered ‘ direct financial losses ’ and ‘ credit rating issues ’ and there were further concerns for future repercussions . As a result , the airline ’ s ‘ impression score ’, which measures whether someone has a positive or negative impression of a brand dropped 10 points lower than it was in August 2016 , according to YouGov ’ s BrandIndex data . The company was criticised for failing to undertake inexpensive , technically simple security measures such as ‘ rigourous testing ’, protecting accounts with multi-factor authentication or ‘ limiting access to applications , data and tools to only those required to fulfil a user ’ s role ’.
The company was fined £ 20 million as the ICO ruled that the firm failed to protect customer data . However , in cases like this , the biggest loss is that of trust which affects the way that customers feel about an organisation . They feel let down and the resultant loss in confidence can be difficult to recover from .
Sadly , our connected world has become a lucrative playground for criminals who can launch attacks on victims in multiple countries and jurisdictions , with little fear of being caught . Organisations need to act quickly to protect their customers and to truly earn their loyalty . www . intelligentcxo . com
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