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CX leaders are the new drivers of data privacy as AI and personalization take on a greater role
Customers have been urging companies for years to mine the mountains of data they have to provide more personalized experiences, as long as those businesses are transparent about how they use that information and put robust security measures in place. Yet they also are concerned about how that data gets used and protected from an increasingly tech-savvy criminal underworld. That’s a delicate line to walk, and CX leaders understand their responsibility here.
As 77 percent of CX leaders told Zendesk, they realize the responsibility to safeguard customer data has landed on their plates (interestingly, of those leaders, the ones who see positive ROI on CX tech are even more likely to embrace this). And those CX leaders have taken the lead in their organizations, exhibiting a clear understanding that with AI driving personalization, the importance of securing data privacy for customers is paramount.
83% of CX leaders say data protection and cybersecurity are top priorities in their customer service strategies
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CX leaders are the new drivers of data privacy as AI and personalization take on a greater role
Customers have been urging companies for years to mine the mountains of data they have to provide more personalized experiences, as long as those businesses are transparent about how they use that information and put robust security measures in place. Yet they also are concerned about how that data gets used and protected from an increasingly tech-savvy criminal underworld. That’s a delicate line to walk, and CX leaders understand their responsibility here.
As 77 percent of CX leaders told Zendesk, they realize the responsibility to safeguard customer data has landed on their plates (interestingly, of those leaders, the ones who see positive ROI on CX tech are even more likely to embrace this). And those CX leaders have taken the lead in their organizations, exhibiting a clear understanding that with AI driving personalization, the importance of securing data privacy for customers is paramount.
83% of CX leaders say data protection and cybersecurity are top priorities in their customer service strategies
“Having at least one person on the team whose primary responsibility is data protection is table stakes in 2024. CX leaders must critically think about their entry and exit points, and actively workshop scenarios wherein a bad actor may attempt to compromise your systems. What is your level of exposure? What will you do if there is a data breach? Have you backed up your data lately? These questions need to be asked now, before there is an active threat.”
Brandon Tidd, Lead Zendesk Architect
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As a result, CX leaders are working more closely with their IT counterparts to ensure a holistic approach to data security, and they’re taking steps to gain the expertise in both data management and regulatory requirements to make sound decisions for their companies and customers. However, while leaders have begun to educate themselves, 61 percent report experiencing trouble keeping up, a nod to the complex and fluid state of regulation and the technical challenges inherent to data management.
Thankfully, they’re not alone in this battle. Seventy five percent of CX leaders tell Zendesk that external partners and vendors play a crucial role in helping them gain knowledge and implement solutions. Despite eagerly partnering with vendors, CX leaders still face the tough challenge of selecting tools that both safeguard customer data and enable personalized experiences (with, of course, AI features). They know that it’s not good enough to simply have AI tools for personalization; those solutions must keep customer data secure.
“Having at least one person on the team whose primary responsibility is data protection is table stakes in 2024. CX leaders must critically think about their entry and exit points, and actively workshop scenarios wherein a bad actor may attempt to compromise your systems. What is your level of exposure? What will you do if there is a data breach? Have you backed up your data lately? These questions need to be asked now, before there is an active threat.”
Brandon Tidd, Lead Zendesk Architect
![](./assets/images/729-logo.82a28cddf887.png)
![](./assets/images/zendesk-spots-03.1e747598bafa.png)
As a result, CX leaders are working more closely with their IT counterparts to ensure a holistic approach to data security, and they’re taking steps to gain the expertise in both data management and regulatory requirements to make sound decisions for their companies and customers. However, while leaders have begun to educate themselves, 61 percent report experiencing trouble keeping up, a nod to the complex and fluid state of regulation and the technical challenges inherent to data management.
Thankfully, they’re not alone in this battle. Seventy five percent of CX leaders tell Zendesk that external partners and vendors play a crucial role in helping them gain knowledge and implement solutions. Despite eagerly partnering with vendors, CX leaders still face the tough challenge of selecting tools that both safeguard customer data and enable personalized experiences (with, of course, AI features). They know that it’s not good enough to simply have AI tools for personalization; those solutions must keep customer data secure.
Percentage of CX leaders who believe they are responsible for making sure customer data is safe
Company size
<99
100–249
250–999
1,000-4,999
5,000+
Region
Global
North America
Europe, Middle East, and Africa
Latin America
Asia Pacific
That said, just 28 percent of CX leaders report that their teams have advanced knowledge about data privacy best practices. Those gaps in expertise could pose serious problems for CX organizations who are implementing AI tools—it’s one thing for a team leader to have a clear understanding of data privacy best practices, but ultimately it’s the front line agents who must fiercely guard consumer data.