Keep Your Customers Secure & Wanting More

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December 19, 2016

Remember when enhancing a brand's desktop website with a mobile presence was considered innovative? Oh, for simpler times. Today the average U.S. adult consumer now owns five devices, according to data from Verto Analytics. And almost 40% of them use PCs, tablets and smartphones concurrently.1

 

Throw in phone, in-store and more, and customers are accessing your brand across far more channels and devices than they were a few short years ago. And no matter how your customers interact with you, they expect a cohesive, finely tuned experience.

 

At the same time, consumers expect that their data will be secure. Unfortunately, far too many enterprises are falling short. And in the latest breach report from the Identity Theft Resource Center, which has catalogued a whopping 957 major breaches, 2016 has already racked up a total of more than 35 million exposed records.2

 

But put too much emphasis on security, and it's often the customer experience that suffers--and vice versa. Like a playground see-saw, push down too hard on one end and the other end goes flying up in the air. But instead of broken bones, you risk ruining your reputation and sending customers fleeing to competitors.

 

Think this is hyperbole? Think again. Consumers have less tolerance for subpar experience than ever before. Limelight Networks' 2016 "State of the User Experience" Report indicates that 38 percent of consumers would abandon a poorly performing website and buy from a competitor--up from 28 percent last year.3 You need to provide both security and the excellent user experience that drive customer loyalty.

 

So just how does a brand strike that critical balance between customer experience and security? With customer identity and access management.

 

Also known as customer IAM (or CIAM), these platforms securely store identity and profile data, creating the foundation for superb multi-channel customer engagement. And with capabilities like single sign-on (SSO), access control and unified customer profiles, they keep your customers safe and coming back for more.

 

But not all CIAM solutions are built the same. To help you filter out the solutions that are best for helping your enterprise, here are four key CIAM components necessary for seamless cross-channel customer experiences:

 

  1. Secure and Unified Profiles. Instead of relying on disparate data pulled from multiple sources, CIAM embraces unified profiles. There's no tradeoff in security, because security can be applied to several different areas within unified profiles, including authentication, access security Ÿand data layer security.
  2. Seamless Access Control. The blogosphere is rampant with customer complaints about online authentication. Forcing your customers to remember or track multiple login details is a recipe for risky password re-use and high abandonment rates. To simplify their sign-on experiences, allow your customers to leverage trusted third-party identity services like Facebook and Google.
  3. Smooth and Secure Authentication. Multi-factor authentication (MFA) can protect your customer data, but it can annoy your customers to the point of no return. Personalized security that makes IAM professionals agree with specific MFA requirements helps you attain the right mix.
  4. Security That's Enhanced at the Data Layer. Your customers may not be able to see it, but data-layer security is vital. Data encryption at all stages, governing customer data and securely hashed passwords are a must.

 

These may be the four must-have components of a CIAM solution that hits the right balance of security and customer experience. But if you read our "Security by Design" ebook, you'll see that there's so much more you can do with CIAM to keep your customers coming back for more.

 

1"What's Ahead for 2017?", last accessed Dec. 12, 2016, http://www.vertoanalytics.com/whats-ahead-2017-predictions-next-years-trends-ecommerce-apps/
2"Data Breach Reports," last accessed Dec. 12, 2016, http://www.idtheftcenter.org/images/breach/DataBreachReport_2016.pdf
3"Online News Consumption Jumps Significantly According to Limelight Networks' '2016 State of the User Experience' Research Report," last accessed Dec. 12, 2016, http://www.businesswire.com/news/home/20161027005398/en/Online-News-Consumption-Jumps-Significantly-Limelight-Networks%E2%80%99

 


Dustin MaxeyDirector of Product Marketing

I'm a Product Marketing executive with a dash of tenacious entrepreneur. I've led several technology and consulting startups, worked with some of the worlds largest enterprises and developed a broad collection of technical skills...See LinkedIn.