Let’s say you ordered winter boots for your spouse on Zappos.com (now part of Amazon), which has world-class customer service. You don’t really even shop the competition because someplace in your brain you already trust Zappos to deliver as they always have. Your unquestioned confidence in Zappos is worth a fortune.
And then hackers break in to a server in Kentucky this past weekend and steal private information on 24 million Zappos customers, including (if you are a customer) your name, email address, physical address, phone number, the last four digits of your credit card number and an encrypted version (thank goodness) of your password. Consequently, your junk email folder is overflowing (your email has been illicitly sold to marketing companies), you receive the doom-and-gloom breach notification from Zappos (just like I did), and suddenly, you don’t have quite the same confidence in this best-in-practice business any more. Your shaken confidence in Zappos costs them a fortune. For the foreseeable future, you will pause before using their website again.
“We’ve spent over 12 years building our reputation, brand, and trust with our customers,” Zappos CEO Tony Hsieh said in a note to employees Sunday. “It’s painful to see us take so many steps back due to a single incident.”
In a smart move, Zappos reset the passwords for all affected accounts and notified victims on how to create a new one. But their efforts to recover customer trust are just beginning. Here are 5 Core Concepts of Trust that Zappos leadership should weave into their breach recovery process:
- Ownership. Leadership at the company should take complete responsibility for the loss of data and not make excuses as to how it was someone else’s fault (remember the BP oil spill finger pointing?). The last thing victims need is to become more victimized by a corporate spin cycle that further erodes trust. Authentically respecting their customer base (which they do), even when it costs a few extra dollars to maintain, is a sound investment strategy.
- Transparency. Zappos customers have the right to know exactly what was stolen and how it might be used. They deserve to know what the company knows and what law enforcement knows. Sharing their failure (as opposed to covering it up in any way, which they don’t seem to be doing) is a painful process with high short-term costs, but it is the first step in taking responsibility.
- Expectation. Zappos needs to set customer and marketplace expectations early and often about how they will make it better. Forcing users to change passwords does little to ease fears that it will happen again. What tangible steps will they take to repay customers for the trouble they have caused and what measures will they implement to better protect users in the future?
- Delivery. Zappos must deliver on the expectations they set with the victims, with the media and with the marketplace. False promises (pretending to implement better security but underfunding the budget) are cheap Band-Aids but only further infect the inflicted wounds when nothing actually changes. To regain trust, Zappos must set impressive expectations and deliver on them flawlessly
- Competence. Zappos is not in the business of recovering from identity theft or data breach. They need to aid their legal department by bringing in breach mitigation and recovery experts. Saving a few dollars up front keeping the efforts in house will raise downstream recovery by multiples.
In the meantime, if you are a victim of the Zappos’ breach, begin with these steps:
- Immediately change your password according to Zappos emailed instructions.
- Use an alpha-numeric-upper-lower-case password that has nothing to do with your personal life and can’t be found in a social networking profile or dictionary
- If you use the same password on other sites (webmail, financial), change those as well
- Implement identity theft monitoring services.
- Monitor your credit profile for suspicious activity at AnnualCreditReport.com
- Don’t click the links in that email. Zappos is sending every one of its affected customers a warning e-mail. However, more often than not such “official” e-mails are from hackers (for example, “We’ve had a security problem. Please change your password.”). These fraudulent e-mails can be virtually indistinguishable from legitimate communications, including identical graphics, logos, and authentic looking return e-mail addresses. Instead of clicking, type the URL (in this case Zappos.com) directly into your address bar. If there’s an important notice on your account, you’ll find it there.
John Sileo is an award-winning author and international speaker on the dark art of deception (identity theft, data privacy, social media manipulation) and it’s polar opposite, the powerful use of trust, to achieve success. He is CEO of The Sileo Group, which advises teams on how to multiply performance by building a culture of deep trust. His clients include the Department of Defense, Pfizer, the FDIC, and Homeland Security. Sample his Keynote Presentation (he shares how he lost $300,000, 2 years and his business to data breach) or watch him on Anderson Cooper, 60 Minutes or Fox Business. 1.800.258.8076.