Customer identity can help you ensure that every stage of your customer’s journey is seamless and delivers the experience they expect. But it’s a double-edged sword. Without a well-conceived approach, identity can also be the source of friction. If your customers find things like registration, sign-on and updating preferences to be complex or cumbersome, they may abandon your brand.
The sweet spot lies in harnessing the power of customer identity wisely and to your greatest advantage. When done correctly, identity can set the foundation for the exceptional CX required to win the battles for customer acquisition, retention, revenue, loyalty and trust.
So how do you get identity right? Read on to gain a deeper understanding of:
Your customer's expectations of you
The role identity plays in the customer journey
How to use identity wisely to deliver the CX your customers want