Trusted customer communication
How can customers trust your communications?
For years, businesses have relied on email and text messages to communicate with customers. Today, those channels are becoming increasingly difficult for customers to trust.
As AI makes convincing fraudulent messages easier to create, businesses face a new challenge. It’s no longer enough for communications to look genuine. Customers increasingly need confidence that important updates really come from the organisations they trust.
Apple Wallet and Google Wallet passes provide businesses with a trusted communication channel that helps build that confidence.
Trust is changing
For decades, businesses have taught customers to look for familiar logos, professional writing and recognised brands before trusting an email or text message.
That approach is becoming less reliable.
AI can now help create convincing communications in seconds, producing messages that often look just as professional as genuine business correspondence. At the same time, AI is helping criminals identify weaknesses more quickly, automate attacks and target far more people than was previously practical.
As these attacks become more common, customers naturally become more cautious about every unexpected communication they receive, including genuine messages from legitimate businesses.
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Phishing emails detected by Microsoft in a single quarter.
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Of recent phishing attacks analysed by KnowBe4 involved AI assistance.
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100 million suspicious messages were reported to UK mobile operators in a single year via the 7726 reporting service.
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47% of Large UK businesses, reported criminals impersonating their organisation or staff online or by email.
Social engineering is becoming more targeted, making it more difficult to discern what is legitimate versus what is malicious.
The real cost isn’t fraud
When most people think about phishing, they think about criminals stealing money or passwords.
For businesses, there is another cost that’s much harder to measure...
Every convincing fake email or text message makes customers a little more cautious about the next genuine communication they receive. Over time, that can erode the confidence businesses have spent years building.
Imagine a fraudulent email claiming that you’ve stopped selling a popular product, changed your returns policy or partnered with another company. Even if customers eventually discover the message wasn’t genuine, confusion and uncertainty can damage your reputation long before the truth catches up.
Customers are also becoming increasingly reluctant to click links in emails. Businesses want customers to read newsletters, redeem offers, book appointments and interact with their services, but many people now pause before clicking any unexpected link, even when the message really did come from the business.
Text messages present an even bigger challenge. In many cases, they arrive from an unfamiliar number with little more than a short message and a link. Customers have very little information to help them decide whether the message is genuine, so many simply ignore it altogether.
The result is that businesses aren’t just competing for attention any more. They’re competing for trust.
So why should I trust a Wallet notification any more than an email?
Unlike email or SMS, updates to an existing Apple Wallet or Google Wallet pass cannot simply be sent by anyone claiming to be your business.
Every Wallet pass is issued by a specific organisation, and every update must be digitally signed using that organisation’s secure certificates before Apple or Google will deliver it to the customer’s device.
That means customers aren’t simply trusting what a notification looks like. Every update is verified before it reaches their device, giving customers confidence that it genuinely came from your business.
Smartix makes this trusted communication channel available to businesses of every size, allowing you to send verified Wallet updates and direct customers to the information they need on your own website.
Your customers don't have to decide whether a Wallet update is genuine. Their device has already done that for them.
Trust is becoming a competitive advantage.
For years, businesses have focused on making their communications more attractive, more engaging and more persuasive.
AI is changing the challenge. In the years ahead, businesses that earn customer trust before a message is even opened will have a significant advantage.
If you’re ready to build a more trusted communication channel with your customers, we’d love to show you how Smartix can help.
Arrange a demonstration and discover what trusted customer communication could look like for your business.