Customer support is crucial throughout information technology, and nowhere more so than cybersecurity. As customers defend their environments from sophisticated, well-funded adversaries and an ever-evolving threat landscape, cybersecurity vendors become true partners in the process, ensuring that customers continuously field solutions and services that provide the necessary outcomes.
But threats come from many places these days: external adversaries, insiders (intentional and unintentional), and even software itself, in the form of supply chain attacks and vendor errors. Recently we have seen the impacts that can result when cybersecurity tools fail and interfere with customer operations. As vendors, how we respond to all these challenges, and the efforts we make to meet the expectations of organizations that rely on us to keep them safe and secure, determines the trust and loyalty we earn.
Customer empathy and direction are the two essential components of customer success in the cybersecurity industry. Together, they form a powerful combination that can build trust and loyalty with customers, especially in times of crisis. Customer empathy and direction are actions and behaviors that we must demonstrate consistently and authentically. Understanding customers’ needs dictates how quickly and efficiently we can react and is essential to maintaining trust. Minimizing downtime is a goal of all cybersecurity solutions but by itself is not enough; the real value of nurturing close customer partnerships is the ability to maintain security in a constantly changing threat environment – on good days and bad days, and anticipating the ways in which threats will always evolve.
That’s what creates the trust and loyalty that are the foundation of any successful customer relationship. They can only be achieved by consistently delivering on promises and exceeding customers’ expectations. It’s the basis of customer satisfaction, retention, and advocacy. Trust and loyalty are especially important in an industry where customers rely on you to protect their most valuable assets and information. Great cybersecurity companies become part of their customers’ security team.
As cybersecurity professionals, we build these reliable foundations with our customers by showing empathy and direction, especially in times of crisis. We show empathy by understanding and sharing their feelings and perspectives, and by being compassionate, respectful, and supportive. We provide direction with clear and actionable steps for them to follow, and by being proactive, responsive, and reliable.
Throughout my years in my customer-facing roles, I’ve learned that one thing is for certain: customers turn to their trusted advisors for direction and confirmation, and the latter is a necessity to assure the customer that their longer-term plans and vision will continue to evolve in the ever-changing world of cybersecurity.
I am often asked, “Why choose NetWitness?” What is it about your platform that will give me the visibility I need? My response is always the same. NetWitness is the only platform with complete packet visibility. We offer detailed visibility into east-west and north-south traffic, which can be used to analyze network traffic in real-time. We offer sophisticated Threat Hunting Tools as well as Advanced Analytics. The insights driven from the NetWitness platform alongside the extensive Services offerings we have, will allow the user to remove the fear and uncertainty when securing their environments.
Cybersecurity starts by choosing a trusted, secure, and robust platform. The winning recipe is about having a partnership and trusted advisor that you can rely on both during the design phase and for many years to follow. Choosing, architecting, and deploying the best platform for your environment are the first critical steps, but the continuous partnership in the months and years afterward is where the real work happens.
When thinking about my customers, my first thought is not “What new features do they need?” I instead consider, “How do I best anticipate their needs of the future?” The truth is that the needs of each user change based on the market they are in, their unique infrastructure, and the systems and data they must secure. With ransomware attacks on the rise, budgets not rising as quickly as the attacks, and the coming wave of Generative AI, customers need to be able to react quickly and without fear. One thing I have learned that never changes is the relationship and trust I build with each customer; listening to their challenges and helping them address a unique set of needs based on complex environments and protocols.
Lastly, approaching customer conversations with open ears and never a sales pitch allows you to best understand their needs of today while anticipating and solving their needs of tomorrow. While I love to talk shop and can spend hours geeking out on technology, including countless hours reading case studies and articles on “the future of Cybersecurity,” it is when speaking with customers, partners, and even competitors that the real work happens… when I stop reading and start listening.
Sharing these experiences and best practices then leads to a dialogue that is about much more than just technology. It comes back around to what I consider the foundation of any strong business relationship: customer empathy and direction.
About the Author
Julie Burgoyne, Executive Vice President, NetWitness, is responsible for helping customers achieve their successes via customer service, technical support, and value-added services. Under Julie’s leadership, each of these functions has been designed to ensure customers receive best-in-class service throughout all elements of the NetWitness product. Julie has been with NetWitness since 2009, holding various services-related roles throughout her tenure. Before joining the company, Julie held leadership roles in the telecommunications sector, including bringing new innovative products to market for Lucent Technologies and Sycamore Networks. Julie can be reached on LinkedIn and via www.netwitness.com/.
