Building User Trust

Your CRM Should Respect User Privacy (and Here’s Why)

Brought to you by UpStage’s CEO, Drew McManus

In today’s digital world, trust is paramount.  This is especially true when it comes to your Ticketing CRM, which stores a wealth of user data, often including Personally Identifiable Information (PII).

What does that trust look like? Let’s take a crucial piece of information – the primary email address. This email acts as a login credential, a communication hub, and a vital link between a patron and your organization.

The Problem: Unilateral Control

Many traditional CRMs allow admins to change a user’s primary email address without any user notification or verification. This creates several issues:

  • Security Risk: If a bad actor gains access to an admin account, they could potentially change user emails, creating havoc, and destroying trust.
  • User Frustration: Imagine if Amazon suddenly changed your email address without asking you to confirm. The social media hate-posting frenzy would be enormous.
  • Compliance Concerns: Data privacy regulations* are becoming increasingly strict. By not informing users about crucial changes to their PII, your organization could face compliance issues.

The Solution: User Consent and Transparency

A modern CRM should prioritize user privacy by requiring user approval for changes to their primary email address. Here’s how it works:

  • Admin Initiates Change: The admin submits the new email address in the CRM.
  • User Verification: An automated email is sent to the new address, requesting the user to approve or reject the change.
  • Clear Communication: The email explains the reason for the change and provides easy-to-understand instructions with clear links for approval or rejection.
  • Automated Confirmation: Both the user and admin receive automated messages confirming the user’s action (approval or rejection).

This is precisely how we handle updates to key parts of patron PII at UpStage. We prioritize features that respect user privacy and empower users to control their information while providing admins everything they need to deliver excellent customer service.

With user trust at the core, we are a powerful partner for building stronger customer relationships.

*GDPR compliance: https://gdpr.eu, CCPA compliance: https://oag.ca.gov/privacy/ccpa