The value of the data locked within CRM makes it a delicious attack surface that, when combined with growing regulatory requirements, puts companies in an increasingly difficult position.
Source: © 123rf
123rf Braintree's Eldon Bothma and Hayley Blane talk security within CRM and the value of by-design methodology
Security concerns are changing the way companies approach their customer relationship management (CRM) platforms.
The assumptions of a decade ago, where protection was bolted on post-implementation or wedged into existing workflows, are no longer sustainable.
Today, CRM security has to be by design, integrated throughout platforms with end-to-end encryption, role-based access controls and consistent threat monitoring.
Automated risk-based access controls and adaptive policies, mostly leveraging AI, are becoming the standard in high-end CRM solutions.
CRM solutions must focus on responsible AI readiness and built-in, scalable security measures and practical controls such as encryption, access management, API hardening, vulnerability scanning and AI-driven anomaly detection.
This is particularly important for CRM platforms that manage large volumes of sensitive data, as AI-related security incidents, employee misuse and poor privilege management are significant risk factors.
Creates the illusion of safety
In practice, CRM is still often treated as a standalone system, which is separated from broader business architecture and security is often introduced late in the process.
The result is a fragmented environment which introduces compliance gaps, inconsistent user access protocols, and compromised auditing processes.
PoPIA and increased scrutiny around data sovereignty combine to expose architectural weaknesses in CRM environments.
Companies want more visibility and control over where their data resides, who has access to it, and how it’s protected. For many, this pressure is prompting a return to on-premises systems as they believe it will give them the control and visibility they lack in the cloud.
However, this reaction tends to create the illusion of safety because it doesn’t address the root cause of the problem – location isn’t going to guarantee security.
Moving CRM data into an on-premises environment, or away from one, doesn’t solve for weak authentication models, fragmented access control or the absence of a scalable governance framework.
Closing the gaps comes down to making security part of CRM design principles, weaving it into the very fabric of the implementation so it fits the business, its use cases, and its unique environment.
A security model is aligned with user interaction
An agile and secure CRM model brings security specialists into the process early on, using their expertise to shape the architecture process, especially when the business is exposing its systems to cloud services, AI functionality or third-party platforms.
Using a cross-functional collaboration, companies can ensure the security model is aligned with how users interact with the platform, how data is shared between systems and what regulatory frameworks apply.
Adopting this approach also goes a long way towards easing business concerns.
Companies are legitimately cautious about data exposure, and they’re insecure about the amount of control they have over it.
This anxiety, particularly in cloud implementations, is tied to visibility.
If companies don’t have the right levels of governance, then they can’t say who accessed what data when or why.
And with CRM being the central store of customer records, contract information, and sales pipeline data, this lack of visibility becomes a direct compliance and reputational risk.
Operational risk
There’s also an operational risk.
If companies don’t plan for secure scalability, they may find themselves forced into expensive retrofits, having to restructure their access models or pausing growth initiatives until audits or penetration testing is completed.
These interruptions cost time and money (and momentum), so it makes sense to adopt CRM with security in the blueprint as it tackles the problems before they start.
Operationally, the time spent on security by design at the start means faster user onboarding, clearer audit trails and improved agility throughout the lifecycle of the business.
Finally, the move towards embedded security has to come with a change in thinking.
Companies need to change how they think about their CRM partners.
Too many vendors focus on features and functionality at the expense of architectural integrity, so you need to work with a CRM provider that engages with the full complexity of security and has cross-functional teams who can deliver on those obligations.
This is particularly important for companies considering AI-enabled CRM because a lack of robust security will only amplify risk.
CRM platforms are engines for customer engagement, personalisation, automation, and workflow optimisation.
Intelligent and agile, they allow companies to dive into data and extract valuable insights that change decision-making, improve planning and transform performance.
But their value proposition is also their risk factor - both companies and criminals want the data, which means security must be by design, enforced, and integrated throughout your CRM journey.
Otherwise, your CRM investment runs the risk of being a cyber-criminal’s gain.
