The trend of user-centric approaches for improved customer experiences is a thing of past now. People are centralizing their focus on user identities now since an identity centric approach is more powerful paradigm that reshapes your entire infrastructure which ultimately improves your customer’s experience.
To deliver a seamless customer experience, organizations require an approach that is identity-based and curated from the single customer profile instead of separate databases of users created for each new application. So now when businesses accept that customer identities fuel their digital initiatives, the challenge of identity and access management has become a priority that needs to be done as soon as possible.
In the process of maintaining digital transformation, the very first thing that needs to be understood is that this customer identity management is completely different from the old workforce identity management that they used to be managed for several decades. Managing customer identities is really a tough beast to handle. A cIAM platform dedicated to complete this task should possess some key characteristics in order to successfully address the requirement of managing and securing identity data. These are:-
Link customer accounts and Sync data platforms:
Your dedicated cIAM platform should be able to map various data schemes and attribute types over a single platform. It should have bi-directional sync capabilities and support for different connection methods and protocols.
Unified customer view:
Well, this can be considered as the primary characteristic of a right identity management platform. It should be able to aggregate a unified profile which combines both structured and unstructured customer data that is dispersed across multiple channels, apps, and devices.
Self-service preference and privacy management:
You know explicit data is much more important than implicit customer data. A customer identity management platform should provide a way to specify what they like and how they want to interact with the business.
Have control access to customer data:
As customers are being more concern on their privacy, the rules and regulations for securing their privacy are changing and evolving rapidly. Your chosen customer identity and access management must be flexible and support complex policy-based controls across all third party data touch points.
Extensible authentication methods:
Although security is the prime concern but it should be well balanced with friction less customer experience. Modern authentication methods supporting multiple authentication capabilities including social login, single sign-on, SMS texts, bio-metrics and others allow brands to offer multiple choice to their customers.
These mentioned modern cIAM capabilities make the execution of this drastic shift from the user centric to identity centric possible which is driven by digital business strategy. Centralize your technology standards around your customers is the key to deliver a successful customer experience in this always connected world.