Research firm Forrester has warned financial services companies that their websites are failing to address consumers’ trust concerns in the wake of phishing attacks.
It claims firms were failing to design ‘trust-building’ into their digital interactions, including their websites, leaving consumers wary for their security.
Forrester recommended that sites should be clear about their privacy policies, and not leave users hunting for privacy information. It added that firms should also anticipate customers' questions through analytical tools and adopt other data sources such as Frequently Asked Questions.
Its other suggestions include taking steps to help users avoid and recover from making errors in forms, and treating all interactions as part of a ‘dialogue’ with the customer.
Financial services companies – indeed all e-commerce sites – must work harder to allay users’ worries over the security of their data in the wake of phishing and spyware threats. Even hardened ‘power’ e-commerce advocates are beginning to question whether their personal data really is secure.