Today, when one of your products or services catches a customer’s attention, their first thought is, “Where can I buy this online?” Your digital channels have become the primary touchpoint for establishing new customer relationships, and it’s crucial to make a good first impression if you want those relationships to flourish.
The problem is, it’s all too easy to stumble at that first hurdle. If you force customers to go through a multi-step process to register and log in before they complete their purchase, then every step will sap their energy and give them an opportunity to reconsider their purchase.
On the other hand, if you don’t do enough due diligence to confirm your customer’s identity, you’re making it easy for fraudsters to take advantage of your business—and potentially putting genuine customers at risk of account takeover and identity theft.
It looks like a catch-22 for customer experience—a lose-lose choice between friction and fraud. However, there is another way. The right customer identity and access management (CIAM) strategy can help you steer a safe course to secure, stress-free customer experiences.