a good thing!
Ultimate Guide to Customer Identity and Access Management (CIAM)
The experience your customer has at registration forms their all-important—and often very first—impression. Getting this wrong can cause new users to abandon your registration form, and cost you future revenue. To delight your customer, you must provide fast and frictionless registration by limiting the information gathered to only what’s necessary, or offering alternate registration methods like social registration or the ability to register with third-party identity providers.
Authentication is how you ensure your customers are who they claim to be during every subsequent interaction with your digital properties. But they don’t want to go through a painful or inconvenient authentication process to prove their identity. Despite login needing to be very easy for users, it needs to be very difficult for hackers to get past. That’s why multi-factor authentication (MFA) is becoming more and more necessary for customer applications, you can’t expect customers to carry around a hard token or even download a third-party app, such as Google Authenticator. If you make authentication too cumbersome, your customers are more likely to abandon login and interact less with your brand, which ultimately equates to lost revenue.
Example: When a customer updates their address on a banking mobile app, it’s automatically updated on their check-ordering app so they don’t need to make this change again when they place their next check order.
Similar to self-service, personalization is about making customer profiles—user data, preferences, and anything other data you store—consistent no matter how your customer interacts with your brand. Personalization also allows you to leverage the preferences collected on other channels to cross-sell, promote and deliver better experiences on all channels.
Objective: Deliver consistent multi-channel experiences
How identity addresses it:
Having a consistent view of customers across channels not only reduces disjointed, frustrating experiences, it also gives your business the opportunity to cross-sell and earn more revenue.
Privacy is a two-sided coin. On the one side, it allows you to comply with privacy regulations. But from the customer perspective, privacy is about giving them control over and insight into their data. Your customers should have the ability to make decisions about who their data is shared with, as well as what data is shared and how. They also need the ability to easily revoke consent at any time. Beyond merely collecting consent, though, you also need to enforce it. This is how you build trust.
Objective: Provide transparent privacy and consent management
How identity addresses it:
When enforcing consent and restricting data, it’s important that your apps, consumers of data, as well as your APIs and user stores that store the data don’t need to change. This makes consent much easier to audit.