Making headlines is one thing. Making headlines because of a massive data breach is another. It’s a scenario real enough to keep any program manager awake at night. With major national data breaches seemingly in the news every day, we’ve pulled together five ways loyalty program managers can keep their customers satisfied within their own service recovery process if (and when) a data breach occurs.
Create a breach toolkit for your customers: Create a centralized location to help consumers parse through breach information, updates and recommendations. Include company statements, media interviews, videos and daily updates to keep the public informed. This space also could serve as a resource concierge to those who may be affected. Link to the credit bureaus so customers can report they may be a victim of fraud. Also include a reliable contact to your internal fraud department and a link to the Federal Trade Commission’s complaint form. Even if it stings in the short term, consumers will appreciate your response.
Present a selection of options: If a customer’s information has been compromised, you should be supportive. Financially speaking, once you’ve ensured their information is safe and protected, consider offering them a suite of options, like financial compensation (gift cards, cash) or internal products and services (vouchers). Ultimately, your customer is the one who is being inconvenienced; don’t inconvenience them by offering something they don’t want to use.
Extend your compensation beyond your customer: If your loyal customer’s information was accessed, chances are, some pieces of their information will affect others in their household. The Dark Web is a scary place – all fraudsters need are a few pieces to put the puzzle together. When appropriate, consider extending your resources and compensation beyond your direct customer.
Make the process personal: You may be focused on how this breach affects your numbers, but to your customer, this is personal. Your response and communication with your loyal customers should also be personal. Establish a system that will allow you to follow up with customers after you’ve serviced them. This extra touch point adds one more layer to your service recovery process, but it could help keep your customers around in the long haul.
Conduct an account audit: As one of your personal touch points, offer up a free audit and spend a few minutes looking for any unfamiliar information and activity on their account. If anything seems to indicate fraud, personally work with your customer to rectify the situation.
A data breach is a situation no one volunteers to be part of, but once you’re in one, it’s up to you to service your organization by protecting and fighting for your customers.