With the explosion of channels, platforms, devices, and touch points, customer needs are rapidly evolving, and secure experiences with those interactions are of supreme importance. CIAM helps enterprises take the next step in assuring the online safety of their customers while easing their online experience across new digital platforms.
Companies that strive to provide excellent digital experience to their customers also need to offer customers personalized services. To achieve this, companies also need to build a 360-degree view of the customer profile based on the interactions. But, at the same time, companies also need to ensure the safety of these data to secure customer trust.
The dual objective of enabling excellent customer experience with reliable security systems can be achieved by implementing a CIAM (Customer Identity and Access Management) system. At the extreme scale and performance, a CIAM solution ensures a secure, seamless customer experience regardless of the channels customers use to engage with an organization.
From an organizational perspective, a CIAM solution provides multiple features that can provide critical data to the sales and marketing departments and enhance customer data collation.
Streamlined Customer Experience
When an organization provides a smooth login experience for their applications and services, they encourage the customers to try out more of their digital offerings. The end result is a customer who is further embedded in their digital ecosystem without extra effort.
For instance, implementing a single sign-on through a CIAM system means a customer only requires one account for all digital touch points. Whether the customers are signing in from a mobile device or a browser, they will significantly benefit from not needing to sign in repeatedly to different services — encouraging repeat use of the apps and services provided.
Security for Data and Accounts
A standard CIAM system also provides critical security features that safeguard both data and account access. For instance, with risk-based authentication, the usage and login patterns of every customer are monitored, thus making it easy to spot unusual and potentially fraudulent activity.
For use cases where businesses need an extra layer of security, they can enable multi-factor authentication (MFA) and verify a customer’s identity with an added step, like entering an SMS code or clicking an email link.
This secure login procedure reassures customers that they are safe using the services, which has become crucial with the number of public data breaches being reported recently.
Unified View of Customers
Businesses can get a complete view of each customer by connecting the data gathered from all of their services and websites. They can then use this data to monitor customer journeys across multiple apps and services and create marketing personas that reflect their customers, design new products or special offers and direct their customers towards choices that will benefit all the parties involved. All of this leads to more revenue and a lower cost of retention and acquisition.
Optimized Data Collection
With customers becoming more savvy and cautious about handing over their data, companies can leverage CIAM to collect information in more respectful ways. With progressive profiling , companies can collect customer data over time, as and when needed.
Progressive Profiling is an excellent way to leverage today’s limited social login data and a great way to build trust as companies build up a picture of their customer. Companies can also use progressive Profiling to measure how much their customers trust them by offering them the opportunity to add more data without making it mandatory.
Compliance with Privacy Regulations
Privacy compliance is a crucial element for all companies handling customer data and an essential part of online businesses. GDPR and CCPA are just a few examples of privacy laws that have a global reach. Most countries have similar regulations and are enacting similar laws, with the rest of the world rapidly catching up.
If companies want to keep their online business viable in 2021 or beyond, they must maintain compliance with these regulations. This is where CIAM comes into play; it can be tailored to meet the regulatory requirements of different regions, making it essential for global business.