Tips for CIAM Buyers
Delivering seamless and secure digital experiences for your customers is no longer a “nice to have” for your brand. The meteoric success of marketplaces like Amazon and AliExpress are testament that customers want ease and convenience when it comes to making purchases. Events like the global COVID-19 pandemic are further accelerating this trend and solidifying digital customer experience as the battleground on which market share is won and lost.
As more and more customers come through your digital front-door, your ability to provide a smooth user journey and delightful digital experiences is a requirement that can move the needle to meet business goals and ensure you remain competitive. From creating an account and signing on to getting support and managing preferences, your customers want to have a secure but frictionless experience. If you fall short on delivering it, they won’t hesitate to go elsewhere.
Increasing brand engagement can be achieved through community building (e.g., ASOS Marketplace), loyalty programs, and a seamless mobile and desktop user experience.
Source: Digital Market Outlook, Worldwide eCommerce, Statista
The way you design, manage and deploy customer identity can make or break your customers’ experience. Customer identity and access management (CIAM) gives you the capabilities to deliver seamless experiences at every point in your customers’ journey, making it fundamental if your organization’s strategic objectives include continued growth in customer acquisition, loyalty and revenue.
This buyer’s guide will help you align your business priorities to CIAM capabilities so you can more easily evaluate solutions that will deliver your desired results. Read on to gain a deeper understanding of customer identity and the role CIAM plays in enhancing your customers’ experience, security and privacy.
By 2024, organizations that implement a cohesive customer identity and access management solution will have 30% better customer retention and 50% fewer customer breaches than those that don’t.
Source: “Managing External Identities Using a Customer Identity and Access Management Tool,” Gartner, November 2021