The way you collect and leverage customer data can greatly impact your customers’ experiences. After all, the process of gathering user data through registration and subsequent logins is the front door to your brand, and those early impressions can lay out the welcome mat or turn off the porch light and lock the virtual door. In addition, how you store and maintain customer data can also affect user experiences, as your customers expect consistent and convenient interactions no matter how they choose to connect with your brand.
Customer identity and access management (CIAM) has become a critical part of customer experience for ANZ enterprises. Unified profiles that enable you to consistently personalize experiences across channels, along with single sign-on (SSO) and smooth multi- factor authentication (MFA) for convenient application access, ensure that customers think they’re interacting with a single brand instead of a collection of different applications—and is critical to gaining a competitive edge on your competition.
We surveyed CIOs in ANZ to identify trends in how they’re collecting, storing and managing customer identity data. This article lays out the key findings and provides guidance for facilitating welcoming customer experiences.
Multiple customer-facing applications are the new normal. 86% of the companies we surveyed have at least 2 customer applications, and 29% had more than 20 apps.
Single sign-on for customers has plenty of room to grow. More than one half of the organizations polled don’t have SSO to all customer-facing apps.
Despite their benefits, few companies have unified customer profiles. No company surveyed reported that it met every condition of truly unified customer profiles, such as common customer preferences and personally identifiable information recognized across all applications.
Multi-factor authentication is a go-to technology for ANZ enterprises. More than 70% of respondents include MFA in some applications, primarily to enhance security and prevent fraud.