More than ever before, customers are having first-time brand experiences on a mobile phone app instead of in person or on a website. In fact, Flurry found that users spend 90% of their time in apps compared to the mobile web. The trend is driving big changes in how businesses engage with customers. It's placing pressure on brands to launch new apps or upgrade existing ones, all in an effort to deliver the personalized, in-the-moment shopping experiences that today's customers expect as the norm.
And there's one common element in all successful apps--identity data. To give customers access to services, enable purchases and support customer service requests, businesses need to collect, manage and secure customer identity data across multiple channels.
These requirements weren't even on the radar for IT professionals only a few short years ago. Identity and access management (IAM), a function that was once confined within the walls of the company's data center to manage employees, is undergoing a complete transformation. Today, IAM also encompasses customer identities, not just those of employees and partners. This is placing an entirely new set of demands on identity management teams and is driving a new set of IAM goals.
Supporting personalized mobile customer interactions requires comprehensive customer IAM capabilities including:
Massive scale to handle a growing number of customers and increasing volumes of data.
Reliable, fast performance to ensure real-time access to apps and information at the moment the customer needs it, no matter how many simultaneous users are accessing the app.
Data aggregation from different data stores into a unified view of the customer to support seamless interactions across all mobile apps and channels.
Centralized, granular data security and privacy controls to protect data in a distributed, mobile environment.
Social login and adaptive authentication for convenient, yet secure access to account information.
Identity and password APIs that enable dev teams to launch or update mobile apps quickly by providing identity and security data as a reusable service so they don't have to write repetitive code.
As mobile device and telecommunications companies advance their technologies and offer more sophisticated features, consumers will continue to dial up the use of their mobile phones to do more in all areas of their lives. Whether consumers are shopping, banking or managing their Internet of Things (IoT) devices, businesses will need to adapt services that were traditionally available onsite or online to the mobile world.
Customer identity data is a key enabler of these initiatives, and IT and IAM teams are feeling increased pressure to make it a crucial part of building and launching new mobile apps. To learn how you can get customer IAM right, dig into our white paper.