GDPR introduced a whole list of data usage concerns in the market, but experts believe that it turned to be a blessing in disguise for Customer Identity Access Management (CIAM)
In the last one year since General Data Protection Regulation (GDPR) was introduced, it has deeply affected advertising and marketing strategies. With it came challenges for brands that targeted customers with personalized solutions. However, GDPR has also provided new opportunities for brands for cultivating their own ecosystems of data that resulted in improved brand transparency and strengthened customer trust and loyalty.
CIAM solutions enabled enterprises to utilize their customer data within the marketing automation and content management systems. This allowed brands to continue creating highly-personalized customer experiences. Since CIAM is a systematic approach that is paired with dedicated software solutions; it has been critical in helping brands manage customers’ personal data in secure ways for compliance to GDPR.
According to a survey, almost 70% of US internet users wanted a law like GDPR in their country too. In 2018, when GDPR came into effect, a US-based Cloud Computing company Akamai conducted a poll of 1000 US citizens. In the report, 39% will choose the ability to ask companies to delete any personal data they have on file at any time — the ‘right to be forgotten’ clause.
With costumers becoming a lot more conscious about sharing personal data, it has been enormously challenging for brands in the last year to collect and share data of costumers to provide personalized experiences.
CIAM has proved to be an effective tool for marketers to balance data privacy laws with the ability to offer tailored customer experiences. The tools provide transparency about data usage for the consumers. Many solutions in CIAM are able to provide customers the ability to review as well as adjust the data brands to collect about them. Since consumers consent to having their data stored, processed, and can see how it is being used, it builds their trust in the brand.
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GDPR has also been effective in helping brands consolidate the compliances of global data protections, and CIAM further enabled businesses to manage customer data from a central location. This allows enterprises remediate issues related to inquiries and password resets and also keeps an audit-ready record of every change to the data.
The centralization of identity management brought about several improvements to the ability to personalize user experiences and motivated companies to implement dedicated CIAM solution.
Since all customer profile data is now being managed centrally, the channel or region from which the data was culled did not matter anymore, and the process of identity resolution became highly efficient. CIAM brings in the ability to automatically recognize a customer using different, even multiple accounts and engagement points. It provides a 360-degree view of the customer that digital marketers actually aim to gain. With the elimination of duplicate records, it ensured that the same customer is not targeted multiple times, and has increased the efficiency of marketers.
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Though GDPR has added to the complexity of direct customer relationships with enterprises, it is for the greater good of privacy and data protection. Experts believe that in an ideal situation, there should not be any distinction between the interests of the business and customers interests. GDPR brings in that transparency and ensures that marketing is done the right way. With CIAM, it is not difficult for any business focused on customer success and loyalty, and provides data privacy and the security of customer data.
With GDPR and CIAM, business relationships are becoming mutually beneficial, as personalized marketing and targeting are not perceived as intrusive, unwanted, and uncontrollable.