More than ever, customers demand secure and seamless experiences. They want consistent interactions on all devices, user-friendly interfaces and data security, but they also need instant access to the content, products and services of brands they interact with. And when we say instant, we really mean it. One study found that people will abandon a website that takes more than 3 seconds to load.1 These levels of service are even more difficult to maintain in environments with tens (or even hundreds) of millions of customers and thousands of logins per minute.
Enterprises must be able to handle massive volumes of customers while securely providing social login, single sign-on (SSO), privacy and preference management and other analyst-recommended customer identity and access management (CIAM) capabilities. CIAM solutions are able to achieve high performance and availability while enabling engaging experiences for millions of customers. There are a number of new business drivers that are making scalability for customers more urgent:
- Customer experience expectations are rising. Customer experience leaders are raising the bar, in large part by providing highperformance interactions with digital properties.
- Mobile interactions are more frequent. Years ago, customers may have interacted with a brand’s digital properties once a day from their computers. But today’s customers are mobile and interactions are far more frequent. Push notifications, geolocation and other back-end services can use resources even when a customer isn’t using an app.
- Customer profile data is more complex. Customer profiles no longer consist only of basic attributes like name, email address and phone number. They now contain unstructured geolocation and browser data, device IDs, sensitive personally identifiable information (PII) and much, much more.
All this considered, scale is more important than ever for customer-facing enterprises. Let’s explore the key things that enterprises must keep in mind when meeting scale and performance requirements for customers.