In late October, Californias attorney general updated the language in the CCPA,clarifying ways in which a businesscan verify an individuals identity when a CCPA request is submitted. The DataGrail team moved quickly to find a way to make the CCPA identity verification experience great for both our customers and individuals seeking to submit a request. Within a month we had a product rolled out to a few customers. Now were making it available to all customers.
Smart Verification is a patent-pending way fororganizations to verify an individuals identity by usingknowndata already collected by an organization. People can now exercise their CCPA and GDPR rightswithout submitting additional personal datasuch as government IDs or passports to verify their identity, which is surprisingly a common requirement by other systems. The experience we designedreduces friction with consumers and reduces fraud and data breach risks.
Paradoxically, up until now, people attempting to exercise their CCPA privacy rights were required to submitadditionalsensitive personal information, such as a passport picture or government ID, to validate their identity before their request is allowed to proceed. The existing process is needlessly frustrating, intrusive, and often degrades a brand.
In fact, several journalists took to the pen to voice their complaints.Bloombergreporter Alistar Barr invited readers to come on a trip into the new privacy circle of hell. A simple search on Twitter and you can find many folks voicing concern over this process.Forrester analyst, Fatemeh Khatibloo, shared her experience of exercising data rights on Twitter:
If this isnt a barrier to exercising my #CCPA rights, I dont know what is.
Requiring a user to disclosemorepersonal information, particularly ID documents, when they request to delete their data goes against the spirit of what CCPA set out to achieve. At DataGrail we knew there had to be a better way, so we built it. Smart Verification is our answer to consumer demand for a more intuitive and less invasive way of verifying their identity when exercising their CCPA rights.
DataGrails Smart Verification capability usesexistingdata to verify a consumers identity during privacy requests. This is data that has already been collected in a companys business system about that consumer. Some simple examples might be questions about a consumers last purchase location, date, or product. Questions are customized and associated with each consumers record, and thus avoids the need to ask and collectmorepersonal information during the verification process.
For added security, DataGrail uses multi-factor authentication. Smart Verification ensures the individual has access to the email address and a phone number on file, and then it prompts a user to answer personalized questions as additional verification.
There are many benefits to using DataGrails Smart Verification:
- Minimizes the risk of fraudby verifying that the requestor has access to their requested email inbox and phone number on file is associated with the requestor.
- Creates a better brand experienceby streamlining and automating the verification process.
- Reduces riskby limiting the amount of PII held by an organization, making them less of a target for data breach.
- Reduces frustrationof individuals attempting to perform privacy requests.
Interested in learning how DataGrail can help your privacy program and deliver an experience that will help build your brand? Simplyrequest a demoof Smart Verification with our team. Wed be happy to help.