US consumers raise concerns that home-based contact center agents pose a risk to their data security

June 25, 2024: Research released today by Eckoh plc (AIM: ECK), the global provider of Customer Engagement Data Security Solutions, revealed that data security is a key concern for consumers today. 89% of US consumers stated that it is important the companies they purchase from ensure their payment information is kept secure when handled by a contact center agent – and despite hybrid working becoming prevalent across the contact center industry, they are deeply uncomfortable sharing payment or personal data, unless they know those work at home agents are properly secure.

78% of consumers want companies to be more open about the security measures in place to protect their data when in the hands of a contact center agent working from home, and over half (55%) consider work from home agents to be a risk to their personal privacy. In fact, 41% of consumers say that they only want to engage with brands that do not have contact center agents that work from home.

A threat to customer retention

The findings also revealed that consumers will act if they feel their data security is threatened. If it became apparent that an agent working from home was not completely secure, 26% of all consumers would not engage with that brand again. A further 22% of all consumers would stop the call immediately and consider not using that company again, while 38% would continue the call but ask for extra reassurance that their payment information and personal data is secure.

“The concerns being raised by consumers present a significant risk to brands looking to drive customer loyalty and retention. Living in an increasingly digital world and exposed to a steady stream of news stories about data hacks and cyber breaches, it is easy to understand why this is top of mind for many consumers and public awareness will only increase as more US states sign data privacy laws,” commented Nik Philpot, Chief Executive Officer at Eckoh. “Our research shows that if consumers feel that their expectations of data security are not met, they will walk away from brands. They are looking for greater transparency from the brands they engage with and assurances of the robust measures in place to keep their payment information and personal data secure, such as those offered by Eckoh.”

Mitigating the risk

Survey respondents went on to outline the steps that brands can take to reassure them that their payment information and personal data is secure when handled by a contact center agent who is working from home:

• 74% of consumers want companies to be more honest about whether they have contact center agents working from home.
• 78% want companies they engage with to be more open about the security measures in place to protect payment information and personal data when in the hands of a contact center agent working from home.
• 76% agreed that they are more likely to engage with an organization that has put robust measures in place to ensure the security of payment information or personal data being handled by a contact center agent who is working from home
• 58% feel more confident providing payment information or personal data to a human over the phone than via other channels such as web chat, email, social media

“The contact center industry has evolved at pace following the pandemic in ways that are positive for both brands and the talent in the industry – hybrid working is here to stay,” concluded Nik Philpot. “It is vital however that brands take these concerns outlined by their customers seriously and engage with them openly on issues such as security and privacy while ensuring the measures they have in place are robust. It is clear from the results that home working agents who have the right technology in place to take payments and handle sensitive data securely, while remaining engaged with the customer, provide the most reassurance and the best customer experience.”

For full details of the research alongside the privacy and security measures consumers are looking for from the brands they engage with are outlined in the full report:

Research Methodology:

The research was conducted by Censuswide, with a quantitative survey of 1018 consumers in the US who have communicated with a brand via their call/contact centre and shared payment information or personal data with them in the last 12 months aged 30+ between 24.04.2024 – 30.04.2024. A focus group was also carried out with six contact centre workers who work from home sometimes or all the time in the US on Thursday 6^th May 2024.

Censuswide is an international Market Research Company with expert teams across various areas, including healthcare, corporate, international and consumer research. Over the years Censuswide has partnered with insights, communication and marketing teams in the world’s most respected companies.