Last week, in part one of this blog series, we talked about how a lasting first impression is important to developing relationships in your personal life as well as with your customers. To make memorable first impressions in personal relationships, it takes going on dates with good conversation. To make good first impressions with customers, it takes customer identity and access management (CIAM) capabilities that streamline registration and authentication.
This week, let's talk about what comes after you've made a lasting first impression. How do you create unforgettable experiences that eventually lead to life-long relationships?
Get personal with your customers
Picture yourself a few months into a new relationship. The first impression was good, but how do you keep the relationship alive and thriving? Most likely by consistently having fun and romantic experiences with your significant other. If you've been through this stage with someone before, you probably remember a "dating" period with a series of unforgettable experiences that contributed to some of the most exciting times in your relationship.
Continuing to provide these unforgettable experiences is also important to building customer relationships. The key is personalization. Sending your customers one-size-fits-all promotions and communications simply won't do. You have to cater experiences to individual customers. This can be done by collecting likes, interests, communication preferences and other explicit preferences from your customers. When combined with the collection of implicit and often unstructured data like mobile device IDs and browser fingerprints, you'll have all the information you need to create a memorable, personalized customer experience.
That personalized experience also needs to be consistent across channels. This can be difficult to achieve given the large number of disparate identity silos and applications that enterprises often have today. A solid CIAM solution can provide a directory where unified customer profiles can be stored. CIAM directories should be secure, scalable, high performance, able to store unstructured data and accessible to all of your applications. CIAM solutions also provide bi-directional synchronization and zero-downtime migration capabilities to get existing data into a unified profile. Storing unified customer profiles in this way ensures that a consistent set of preferences and other identity and profile data can be used to provide the same personalized customer experience across channels.
This also allows you to increase personalization by collecting different pieces of data from different applications. Pick up a communication preference on the mobile app here, an interest from the website there and continuously add those pieces of data to your customer directory. Soon you'll have a comprehensive, unified customer profile you can use to build consistent, personalized experiences everywhere customers interact with you. If executed properly, you might even begin to hear customers saying the "L word" about your brand.
We'll wrap up this series on building customer relationships after Valentine's Day by discussing how to build a solid foundation of trust through CIAM's privacy and security capabilities. We'll talk about how building trust can turn your customers into life-long advocates of your brand.