What is customer identity and access management? Why does it matter?
Customer identity and access management is becoming a must-have for brands in the digital era. Get up to speed on this emerging technology.
What is customer identity and access management (CIAM), and how can it protect consumers and businesses while boosting the customer experience? We’ve got the answers in this primer on CIAM.
Every detail counts when a brand can make things a little easier for their customers and provide an experience that makes those customers feel as though both their time and data are respected.
Unfortunately, according to recent research, only 49% of U.S. consumers say companies provide a good customer experience today. This is leaving significant money on the table for brands. The study found that 43% of global consumers would pay more for greater convenience; 42% would pay more for a friendly, welcoming experience. And, among U.S. customers, 65% find a positive experience with a brand to be more influential than great advertising.
But, technology alone is not the answer. Technology is the enabler here. The answer comes from your internal team and the experience you can provide for your customers.
Keep in mind, data privacy is only increasing in popularity and importance for consumers – and their willingness to give you their data begins with your customer experience.
After all, 43% of U.S. consumers say they would not give companies permission to collect their personal data to allow for more personalized, customized experiences. The one caveat? They will (88% of them at least) give you their data if they trust your brand.
With such high customer expectations and so much on the line, there’s one new technology brands have at their disposal to ensure customer data security, convenience, and empower internal employees. That is customer identity and access management.
Customer identity and access management is becoming a must-have for brands in the digital era. Get up to speed on this emerging technology.
CIAM is particularly important and relevant to brands not only for its front-end customer login experience and backend employee 360 visibility of a customer profile, but also because of the secure management of that customer identity.
The best CIAM solutions ensure a secure, seamless customer experience at extreme scale and performance, no matter which channels (web, mobile, etc.) customers use to engage with a brand.
Brands need to adopt these 7 key principles around customer data management to help define their overall data strategy and goals.
Identity and access management (IAM) handles authentication and access within an organization. For example, IAM is used when employees join, leave or change roles within a company and need updates to their user account privileges and access.
CIAM is used for both B2B and B2C organizations, where the “C” in CIAM can be a business itself rather than an individual customer.
For decades, brands have chased the goal of creating a 360-degree view of the customer. It hasn't worked out so well, and now there’s a better, faster, more agile way to gain customer insight and improve CX.
In an era of increasing data rights and regulations like GDPR and CCPA, businesses need to be clear about when, why, and how they are collecting a customer’s information, and maintain documentation of when and where that data was collected.
As CPRA and the privacy-first web continue to gain traction, organizations need to adapt. Customers demand transparency about the collection and use of their personal information. Planning now saves you fines and headaches in the future.
And, businesses need to do this in a way that is cost-effective for their teams (i.e. without a huge IT hiring spree).
In this way, a CIAM helps customers feel more like partners to your brand, which helps to build loyalty and trust.
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Run smarter: Unified customer profiles and customer intelligence
As a CIAM reduces security risk and increases customer control of their own data, the system is saving internal teams from additional manual work.
Even better, the CIAM is building a unified customer profile that marketing, sales, and customer experience can use throughout a customer’s sales cycle and journey.
Never before have data breaches, customer privacy, personal private information (PPI), or customer satisfaction been as center stage as they are now. As fines are levied and customers claim their right to opt-out, data management is only going to be pulled more into focus. It’s time to embrace the change and adopt transparent data management.
Your customers plain and simple expect your technology solutions to work – all the time. Technology has advanced, as has the customer expectations for that technology and how a company uses technology to provide a superior customer experience.
And data security for customers is no longer an afterthought. Customers have wised up to how data is collected, and want more say and control over their personal information anywhere they can get it.
Giving them easy access to their data, showing them where and how you collected it, and ensuring their data is safe with you builds a strong relationship on a foundation of trust.
A CIAM system is the technology you use to do it, but the desire to treat your customers as friends, looking out for their best interests, is your ultimate why behind implementing the technology in the first place.
Learn more about customer identity and access management.