In recent years, customer expectations - both consumer and business - have grown exponentially. Everyone expects to interact seamlessly with companies using the full array of channels - Web, mobile, bricks and mortar, phone. And no one wants to spend much thought on security; it's a baseline expectation.
Being able to deliver streamlined cross-channel access drives a better customer experience and ultimately improves customer engagement. Too often the security we need kills the customer experience. The price tag for not optimizing identity management: Customers are unlikely to stick around if access to your channels is disjointed and annoying.
The good news: You don't have to sacrifice security for an optimal customer experience. Securing all channels starts with securing identity. But to do it right may well require you to invest in a customer identity access management (CIAM) solution.
How can you tell if you need to upgrade access? Here are the top three signs:
You're struggling with third-party application aggregation. Integration of third-party services under a single brand experience (either due to business partners or M&A activity) requires varying levels of authentication. If you're in this boat - and so many companies are - it is likely you will need to upgrade your CIAM software.
You operate multiple web properties under a single parent brand, such as a bank that offers financial planning and investment accounts along with consumer banking. Providing a seamless customer experience across multiple web properties and mobile applications requires integration and aggregation. But these are not trivial. Many organizations fail to get this piece right, and customer experience suffers.
You develop and deliver mobile applications. To achieve mobility, you will need to centralize CIAM capabilities to support a unified view of customers across all business units that touch customers across disparate applications and properties.
Upgrading your customer identity solution will help you provide a delightful, frictionless access experience for your customers and visitors. And that will go a long way toward converting prospects and retaining customers. Just check out how companies like Wawa, Inc. are flipping the old security/experience paradigm on its head and using identity to deliver a killer customer experience.