Traditionally, corporations focused on satisfying customers’ needs. In today's dynamic business environment, those needs aren't just product and service related, they also require a secure, frictionless, and compliant technical infrastructure to enable transactions with current and potential customers.
Corporations now recognize that consumers are highly sophisticated and demand a digital relationship to make purchase decisions. While basic information may be collected for some consumers, others are risk averse and demand security features to protect highly sensitive business and financial data. Corporations recognize that their systems must now address the entire spectrum of consumer decision making.
Organizations must establish business goals that support digital consumer engagement. The over-arching objective is to create a frictionless and compliant digital customer experience that builds a profitable long-term relationship. Marketing and consumer experience units, IT program leaders, and appropriate stakeholders must balance departmental needs with this foundational consumer objective.
Meeting these demands requires that diverse stakeholders work together to achieve business goals. They must devise solutions that meet marketing and customer experience goals of providing a seamless interaction with consumers that also provides marketing and consumer behavior analytics. In addition, IT leaders must provide secure and compliant systems to meet marketing and customer needs while balancing system access protocols.
The customer registration process should be simplified and error-free, yet compliant and secure. Adopting a holistic registration process is required to identify users, enable registration, and access social credentials to create and update customer records. Registration processes should enable a seamless, secure customer experience across all channels and devices, accommodating all points of entry while simultaneously verifying appropriate users.
Registration is merely the first step in customer engagement. As the consumer lifecycle develops, a rich data set is collected from multiple interactions, which feed downstream applications. The result is to develop targeted approaches to enhance the customer relationship and increase sales, creating valuable analytics that monitor and predict consumer behavior. Client intelligence data increases sales and market share. Understanding where that data resides and how to feed it is fundamental to business growth.
Consumer data is a valuable and evolving asset. As this asset grows, so must the security of the system in which it lives. Identifying current system gaps in registering appropriate users, authorizing access, and protecting data from fraudulent activity is essential.
Your organization’s level of data sensitivity requires multiple and multi-layered protocols, including business partner API's that transmit sensitive data outside of your organization. An organization’s competitive advantage comes from offering an unparalleled, seamless experience in a trusted, highly secure and compliant environment.
Expanding compliance requirements, like GDPR, require firms to provide enhanced consumer data protection, while still allowing consumers to approve how their personal data will be used. Getting up to speed with GDPR is a first priority to protect your customers and avoid steep penalties. Federal compliance standards and required audits may also be required. Meeting these compliance standards require companies to build a fortress around their data and limit who has access to it.
Digital consumer demands are creating a dramatic marketplace transformation. To participate in this transformation, companies must focus on providing a robust, seamless, and secure digital customer experience. Consumer Identity Access Management (CIAM) tools are uniquely designed to meet these complex demands. CIAM systems create a seamless buyer experience, supported by a secure and multilayered technical foundation, to enhance the consumer relationship and provide valuable customer intelligence to your organization.
To build a successful CIAM experience that remains compliant while ensuring a positive customer experience, stakeholders should:
While the intent of an access management system is to provide a secure and compliant platform for registrants, the vision for implementing these systems spans throughout the enterprise. IAM program leaders, marketing, and user experience must align on business objectives to achieve a successful CIAM program.
Where to begin?
Customer-focused business objectives are the first step in establishing a successful CIAM program. Where traditional applications only focused on role permission within the organization, CIAM apps are further reaching, including customers and third-party registration.
Therefore, a detailed understanding of how the organization interacts with these parties, including what data can be accessed and leveraged, is key to the CIAM foundation. Digital access management requires understanding all points of entry, including social media profiles and direct access credentials. The overarching goal is to keep data secure and compliant while creating a customer experience that supports engagement and increases sales.
How can Anomalix help?
Anomalix possesses the experience and expertise to solve the most complex CIAM challenges within an organization. Whether it's security, customer convenience, or marketing analytics needs, Anomalix has the expertise to create a custom CIAM program that will grow with you and your customers.
Anomalix offers a purpose-built solution for the modern organization to increase sales by:
What are the results?
Trust and ease of use are essential to establishing a long-term customer relationship. By implementing a CIAM approach, your customers can easily access your products and services from any device using the credentials of their choice. The results are improved engagement and increased sales.
Achieve business transformation through customer-focused business objectives
Successful companies know that serving customers only happens through an integrated multi-disciplinary approach. Customers now have a digital relationship with their chosen vendors and these organizations must respond in kind by balancing Marketing and IT goals that sustain a long-term customer relationship. A CIAM approach supports business transformation by requiring cooperation from diverse stakeholders to achieve customer-focused business objectives.
Create frictionless experiences for registrations across all channels and devices
Over half of all purchases are now made through mobile devices. Therefore, a holistic approach to access management is required to meet the customer where they live. A CIAM application allows current and potential customers to register and purchase through social channels and on multiple devices. Removing these seemingly small roadblocks encourages customers to remain loyal due to greater ease of use and security on their device of choice.
Identify customers, enable registration and social credentials to establish a holistic view for customer records
The primary goal of access management tools is to not only identify appropriate registrants but to identify unauthorized users and prevent fraudulent behavior. CIAM applications serve as the gatekeeper to highly sensitive data, determining appropriate access and preventing unauthorized users. Today's applications include a holistic view registration approach that includes access the social channels as well as traditional registration methods.
Enable rich marketing and client intelligence to downstream applications
Customers provide a wealth of data during the registration process and beyond. Access management tools capture initial profile data, but also allow for additional rich data to be collected during their ongoing interactions. This data is fed downstream to other applications to analyze purchasing and online habits that predict consumer behavior, or other organizational needs. CIAM tools allow for collecting and disseminating this rich data to appropriate applications to meet the needs of an expanding business.
Create a compliant view that respects privacy settings for all customers
Customer privacy settings must comply with regulatory mandates like GDPR, which have fines ranging between 2% and 4% of the previous year’s revenue. Avoiding compliance is no longer an option nor does it serve the customer. Implementing compliance standards is relatively easy using CIAM applications that protect and respect personal data and can be tailored to diverse security standards
As diverse internal teams work together, customer-focused business goals are more easily achieved. This collaborative approach serves as a basis to explore additional ways to serve customers through expanded products and services.
Compliant, secure access management is the foundation for protecting and expanding your company’s reputation in a competitive landscape. As the importance of client intelligence continues to grow, collecting data that is unique to your customer’s experience can be leveraged throughout the organization.