Customer data is part of the service retailers offer. It is also a promise they have to keep!

ASOS said an unauthorised person used credentials obtained by impersonating a trusted contact to access an employee account and certain third party platforms. Its initial investigation found that some customer personal information, including names and contact details, had been exposed. ASOS said payment card details and account passwords were not affected, and that the affected platforms were locked down.

The scope matters, and so does the way a company communicates it. Customers need to understand what information was involved, what was not involved, what action they should take and what the retailer has done to stop further access. Clear answers help customers make decisions. Vague assurances leave them to guess.

Retailers ask customers to share more information to personalise offers, recognise preferences and make service more relevant. Every extra data field and supplier connection also brings responsibility. Personalisation has little value if customers are unsure who can access their information or how it will be used.

That responsibility starts before an incident. Retailers should know which platforms hold customer data, which teams can access it, and how access is removed when a supplier relationship changes. A control that exists only on paper will not reassure a customer. A data incident is not only a technology problem. It reaches the customer relationship and tests whether the retailer's promises about convenience and relevance are matched by its controls and communication.

After a breach, what should a retailer show customers before asking them to trust its app again?

#Retail #CustomerTrust #DataPrivacy #Ecommerce #CustomerExperience