Ransomware Is Now a CX Issue. Here’s What Palo Alto Networks’ Report Tells Us
Cybersecurity and customer experience (CX) have traditionally lived in different silos. That’s no longer sustainable. Palo Alto Networks’ Unit 42 Ransomware and Extortion Trends Report (Jan–Mar 2025) makes one thing clear:
Cyberattacks are now customer-facing events.
They impact trust, service continuity, communication, and brand reputation—all central to CX.
Let’s break down the key findings and what they mean for CX leaders.
1. Ransomware Now Impacts the Entire Customer Journey
According to the report, ransomware attacks have become more sophisticated and targeted.
In India alone, Unit 42 observed nearly one million ransomware detections in 2024.
This volume shows that ransomware isn’t rare or random.
When an attack hits, every customer touchpoint feels it.
Support teams struggle.
Operations freeze.
Communication becomes reactive, not proactive.
For CX teams, this means one thing:
You can’t wait until an attack happens to think about the customer experience.
2. Attackers Are Targeting Trust, Not Just Data
The report outlines how threat actors now use pressure tactics to cause fear.
Examples include:
- Fake leak sites that claim to have customer data
- Ransom notes delivered physically to executives’ homes
- AI-generated identities posing as internal staff
These tactics aim to erode trust between companies and their customers.
From a CX lens, this is critical.
Trust is a core brand asset.
Once damaged, it’s hard to rebuild.
CX leaders must be involved in incident response planning.
Why? Because reputational recovery is as important as technical recovery.
3. Manufacturing and Supply Chain Sectors Are High-Risk CX Zones
Palo Alto Networks flagged India’s manufacturing sector as one of the most targeted industries.
This sector is deeply connected to physical goods, logistics, and B2B commitments.
When ransomware hits a manufacturer:
- Orders are delayed
- Inventory runs out
- Customer support lines light up
The ripple effect damages B2B trust, downstream CX, and long-term contracts.
Therefore, cybersecurity in manufacturing is no longer an IT concern alone.
It’s now a CX continuity strategy.
4. Endpoint and Cloud Attacks Are Increasing—and Invisible to Customers
Another finding: attackers are disabling endpoint detection systems and targeting cloud services.
Customers don’t always see what’s going wrong technically.
But they feel the result—downtime, failed transactions, and lack of communication.
This gap creates frustration.
When users aren’t informed, they assume the worst.
CX teams must work closely with IT and security to:
- Create clear communication protocols
- Share accurate, timely updates during incidents
- Reassure customers even before resolution
The message is simple: No news is not good news.
5. CX Must Extend to the Post-Attack Phase
Many companies recover from ransomware technically—but not reputationally.
Why? Because post-incident communication is often weak or defensive.
The report suggests that some victims take weeks to disclose breaches.
That delay causes damage.
From a CX perspective, post-incident steps should include:
- Honest status updates
- Apology statements, where appropriate
- Dedicated customer support channels
- Education on steps taken to prevent future attacks
CX doesn’t end when systems are back online.
It continues until customers feel secure again.
6. Global Trends Require Local CX Responses
Unit 42 observed that Asia-Pacific regions, including India and Japan, now detect attacks earlier than before.
That’s encouraging—but detection is not enough.
Cultural expectations around privacy, transparency, and speed vary across regions.
So must your CX response.
In India, for example:
- WhatsApp may be a faster communication tool than email
- B2B partners expect direct updates from leadership
- Media and public perception shift fast
Align your incident response with local CX expectations.
Global playbooks don’t always fit local CX realities.
7. Proactive CX Planning Can Prevent Long-Term Damage
The biggest CX takeaway from this report?
Cyber incidents are no longer just IT or PR problems.
They’re CX moments of truth.
Brands that prepare for crisis earn customer loyalty.
Those that don’t, lose it overnight.
What can CX leaders do now?
- Join cybersecurity planning sessions
- Design customer communication templates for crisis scenarios
- Train frontline teams to handle panic or sensitive questions
- Embed trust-building steps into post-recovery workflows
These actions can turn a ransomware disaster into a loyalty-building moment.
Final Thought: CX and Cybersecurity Must Co-Lead
Palo Alto Networks has shown us how ransomware tactics are evolving.
But their report also offers hope.
Early detection is rising.
Organisations are investing more in response.
Now, it’s time for CX teams to lead alongside security teams.
Not after an incident—but before it ever happens.
Because in 2025, resilience is the new customer experience.
Source: Unit 42 Ransomware and Extortion Trends Report (Jan–Mar 2025)
