Using IAM and CIAM to improve customer experience
Whoever your customers are - private, corporate, partners, citizens – a good user experience is critical to ensuring they use your digital apps and services on a regular basis.
To enable such a service to exist, you must consider how users will tell you who they are when they register and log in to your service, how you will verify those identities, and which parts of your service they can access. Such transactions have very specific Customer Identity and Access Management (CIAM) requirements and getting these wrong will mean customers go elsewhere to get what they need.
Traditional Identity and Access Management (IAM – aka legacy, internal, or employee IAM) is not designed to be customer facing at scale. Employees have little choice but to use whatever access control or IAM technology is mandated by IT Administration, and they will receive training on business systems. Customers, on the other hand, will quickly turn to your competitors in the case of a poor user experience with your app.
Further, Marketing and Customer Experience (CX) professionals know that customer trust in your brand is essential. Lack of robust identity practices will lead to a data breach – a.k.a. the marketing crisis of your year – making security a competitive benefit. Appropriate balancing of security and user experience is a fine art, which you can master with CIAM.
These are just some of the reasons why CIAM is a vital investment, and one that can provide a great ROI when leveraged.
In this white paper, you will find:
- Why CIAM is an important tool for Customer Experience and Marketing, not just IT Security.
- How CIAM creates consumer trust in your brand, promotes your brand through external links, and facilitates a seamless user experience through your apps/services.
- Simple explanations of how CIAM helps you achieve your corporate goals, exploring benefits by each key CIAM feature.
This white paper is an ideal introduction to Customer Identity and Access Management (CIAM) for commercial teams exploring customer experience improvement and more effective marketing initiatives.
https://www.ubisecure.com/about/resources/ciam-customer-experience-marketing/