How to Manage and Secure Data to Protect Brand Reputation

In a digitally dependent world, where your customers trust you with their data whenever they interact with your brand you need to have an effective data management system. Hackers are getting sharper and sneakier by the day and your business can’t afford to be lax. When your digital identity becomes compromised, so might your reputation. Worse, when your customers’ data falls into the wrong hands, your brand’s reputation and trust rating surely take a hit.

(Reputation aside, you just have to protect your customers’ data. That’s called being a good person who runs a good business!)

So let us explore data management strategies to secure and protect your clients and your brand: 

Invest in data security 

Data security involves more than just avoiding cyberattacks and their drawbacks; it is how you demonstrate that kind of genuine commitment to protecting customer data and assets that wins skeptics over, secures patrons long-term, and becomes viewed as an absolute standout amongst competitors. 

Case in point: Fintech Maya is recognized as a trusted e-payment service due to its proactive security efforts such as cutting-edge technology investments that employ fraudulent IP detection and  “3D secure” measures to verify transactions through a time-sensitive, single-use one-time pin (OTP). 

Therefore, consider:

• Hiring cybersecurity and IT specialists to assist with specific needs. In the digital age, this is more than just a worthy investment – it’s a necessity. Protect your assets and partner with experts to secure infrastructure development, conduct hardware maintenance and system audits, consult for future-proofing, and more.
• Evaluating software and hardware options before committing. See bullet #1 and consult as necessary!
• Training personnel regarding data handling. Get every employee’s buy-in for learning to protect their and the business’ data. You’re not just protecting your reputation; you’re helping protect your employees, too.

Secure personalization

Nowadays, standard marketing practices include requesting shared data to help users seamlessly revisit their abandoned carts and tracking web activity (if allowed) for tailored, relevant recommendations and promotional emails. This personalized experience makes them feel valued and understood, which increases the chance of converting a lost lead into a completed transaction.

Footwear brand Crocs applies this by dispatching emails (e.g., price drops on styles you have been eyeing, we think you will love these) set off by user searches and interactions on their e-commerce touchpoints. That way, their products are kept top-of-mind and highly visible. 

We’re sure you’ve encountered the same follow-up email or two from your favorite brand.

This is why it is so crucial to protect customer data. They’re placing their trust in your brand in more ways than one.

To achieve the same success, secure personalization and invest in: 

• A reliable point-of-sale (POS) software 

• An email marketing service (automated email sender) compatible with your chosen POS system (data provider).
• A public relations agency adept in reputation management and crisis management to help you craft personalized messages consistent with your brand – including your commitment to data privacy and protection!

Use data ethically – always

Dodging legal trouble should not be the only motivation to use data ethically. Every choice you make reflects your company’s values and reinforces your customers’ decision to invest their trust in your business. This all adds up to how your brand is publicly recognized and what type of opinions circulate about it. 

Related: The Critical Role of Reputation Management in Today’s Digital Landscape 

To truly connect, let potential leads and patrons experience your brand by doing everything with intention through:

• Providing detailed answers to security-related concerns on dedicated frequently asked questions (FAQ) pages. (e.g., how data is used and collected). 
• Reiterating customer privacy rights (e.g., right to be informed, right to access personal information, right to object). 

Shopping apps like Shopee and Lazada excel in this area because they heavily discuss their personal information collection, use, and protection practices on their “Help” portals; these typically feature sections such as guidelines and privacy policies. 

Keep this in mind! 

People care about what happens to their data and who they lend it to. That is why being transparent about data security practices, shows you value their security and autonomy. So, when confronted with pivotal shifts, let intention be your guiding principle. This would not just enhance their experience but also show you are a brand worth trusting again and again.