Established companies in Bahrain need to instigate a charm offensive and change the way they interact with customers, with trust at an all-time low owing to fear of scammers adopting new technologies and techniques to dupe them, an expert has said.
According to LexisNexis Risk Solutions fraud and identity director Jason Lane-Sellers, a change in communication methods is vital as several consumers were being seduced by scammers and losing faith in calls from legitimate organisations.
LexisNexis Risk Solutions, a global data and analytics company that provides technology services, analytics, predictive insights and fraud prevention for a range of industries, urges change and a more personal touch.
Mr Lane-Sellers told the GDN that companies need to start taking proactive measures to regain trust among consumers and protect them from swindlers.
“Scammers erode the trust people place in legitimate businesses but the bigger issue is that people appear to trust them and ignore genuine communications from organisations,” said Mr Lane-Sellers.
“Fraudsters grow more convincing by the day, with some even spoofing telephone numbers to display what looks like a relevant area code or phone number.
“When in doubt, consumers should always disengage the conversation and call the organisation’s official number before discussing or sharing any sensitive information.
“Legitimate companies do not ask for passwords or codes to be shared.”
Constant calls from fraudsters is not the only reason people have lost trust in communication from companies.
Mass robo-calling, automated calls, marketing and aggressive sales campaigns have reportedly damaged consumer trust in answering the phone, especially when it is a number they cannot identify.
As a result, companies are attempting to reach customers through other channels, such as email and application notifications, making calls less frequent. Some consumers have even reported that this could be the way they now prefer being contacted.
“Companies in Bahrain must change the way they interact with customers, as the lack of trust and, rightly, focus on data security means they can no longer simply call people to engage with them,” said Mr Lane-Sellers.
“The rise of scams has made it essential for customers to question every interaction before engaging with a company.
“While this can affect customer satisfaction and service capability, consumers should feel empowered to be sceptical of any contact from organisations.
“Scams widely impact brands, customer satisfaction and revenue, while fraud of all types affects industries and the overall economy.
“The erosion of trust leads to a lack of faith in systems that store and harness data, meaning customers can start to question data-sharing and access controls to their data at every level.”
Mr Lane-Sellers added that it can be challenging for organisations to regain trust as affected customers often turn to competitors. However, he highlighted steps that companies can take without compromising consumer experience.
“Prevention is better than cure,” he said.
“Proactively explaining why controls are in place and educating people on how to protect their data is the best practice that can be adopted by forward-thinking organisations.
“Technology is also available that organisations in Bahrain can use to minimise security friction for trusted users, while ramping up vigilance for transactions that are even slightly risky.
“In return, consumers should avoid responding to, or engaging with, unsolicited calls or messages from someone claiming to represent an organisation through the same channel they were contacted.
“If you receive an unexpected call, it’s best to reach out to the organisation using their official numbers.
“Similarly, if you receive a text with a link, don’t click on it. Instead, visit the official website or app to verify.
“Scammers rely on trust in their chosen contact method, so it’s crucial to pause, reflect and verify through an official channel.”
Mr Lane-Sellers is encouraging Bahraini and GCC government agencies to hold consumer and business education programmes to raise awareness about scams and guide customers on ways to tackle them.
He said these programmes also help businesses learn how to engage effectively with customers to prevent such issues.
nader@gdnmedia.bh
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