As we rush to keep up with the pace of the world today, we continue to increase our mobile usage. As the number of touch points we use to interact with our favorite brands increases, so too does the complexity of delivering seamless, secure access to the right resources across multiple channels, devices and applications. Despite most brands desire to serve customers at the point of need on any device, they often struggle with providing the right balance between security and an exceptional customer experience.
It's doubtful any company spends more time trying to refine the customer experience than Google. They consistently strive to engage customers conveniently and easily on any device, anywhere. Here Eric Sachs, leader of Google's Identity team, discusses how they use the role of identity and access management to their advantage in providing a killer customer experience.
"Our largest challenges are around user experience, so at this point I have more user experience people than product managers focusing on these problems." Eric Sachs, Google Identity Team Leader