Handling sensitive customer information: On the phone or online?

Handling sensitive customer information: On the phone or online?

OABPO Blog Team Published on June 2, 2014

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Should banks and healthcare providers handle sensitive customer information on social networks? Open Access BPO explains why call center support services should remain as the main channel for handling certain cases.

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The emergence of the multi-channeling trend has enabled companies to deliver customer service through any channel available today. This was largely brought by the public’s demand to get service through the platform they prefer and find to be the most convenient for them.

Brands yielded by bringing customer service to where their market spends much of their time—on social media. Now, Facebook, Twitter, and other social networks are used as customer service tools. Despite the customers’ preference to relay concerns online, however, they are still reticent about giving sensitive information, particularly financial data, on the Internet.

This is what Javelin Strategy & Research revealed in a report, saying that “the large majority of Americans have strong misgivings about mixing personal finances and social networks.” If this is the case, then how could your online representatives properly address problems that were sent to your brand’s social networking accounts?

Disclaim and remind

This should be a top commandment for companies, particularly those under the finance, healthcare, or any industry that handles personal, financial, or even basic contact information of customers. There should be a note posted prominently on your page stating that social media is a public space, so transactions and information that customers send could be visible for others to see. This should discourage them from including any data that could be compromising to their safety and privacy if spilled or stolen.

The reminders should be constant and staple in every message, too. On Twitter, for example, your representatives should reply to tweeted problems by asking users to discuss the matter further via direct message but not include PINs, passwords, and account numbers even on Direct Messages.

Redirect to phone

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If none of those important details should be divulged, then how can social media be an effective customer service channel? In cases that involve sensitive information, social networks work more of a bridge than a channel.

Online CSRs must only ask for the customers’ phone number so that the problem could be transferred and dealt with in a secure and appropriate channel, which is the phone. This is why for banks and healthcare providers, call centers remain to be the main point of contact even if customers initially brought an issue to a website.

To answer the main question, sensitive cases must only be handled in the most secure communication channel that your company uses. Between the phone and the Internet, the phone is still safer, considering the fact that there are more concrete laws protecting consumers from data threats in this channel. Until safer measures are implemented on the Internet, social networks must stay as an avenue for fixing less sensitive customer issues only.

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They can also reveal just how effective your strategies are, including your
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#Repost | Team Allied Services and You:
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢 is once again supporting #RyansRun during the TCS New York City Marathon this November.

Ryan's Run is a nonprofit organization and NYC Marathon Charity Partner. This #sponsorship supports #charity healthcare system Allied Services and their goal to improve the lives of people with disabilities, life-changing injuries, and chronic illnesses.

Photo shows Open Access BPO CEO Ben Davidowitz presenting the multilingual #CallCenter's donation to Allied Services' Jim Brogna and Steve Davidowitz.

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Open Access BPO is a multilingual call center with locations in both the Philippines and the United States. The company’s Chief Operating Officer, Ben Davidowitz, grew up in Kingston, PA. His brother, Steve, has been part of the charity campaign since its inception in 2010, and will be running the TCS New York City Marathon once again this year as part of Team Allied Services and You. He will be joined by an Open Access BPO employee.

Thank you @openaccessbpo

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Employees who haven't signed up as #BloodDonors may do so by filling out this form: https://buff.ly/3dvNyI6

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September 28 | 10:00 AM - 3:00 PM PST
Open Access BPO Makati, Glorietta 2 site lobby

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