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API Management / Security

Why Marketing Should Care About Customer Identity and Access Management

The surge to move online has driven demand for high-performance, cost-effective customer identity and access management (CIAM) solutions.
Mar 2nd, 2021 11:00am by
Featued image for: Why Marketing Should Care About Customer Identity and Access Management

Darshana Gunawardana
Darshana is an Associate Director/Architect at WSO2 and is a key member of WSO2 Identity Server team. He mainly focuses on the domain of identity management and computer security.

The surge to move online in 2020 has, in turn, driven demand for high-performance, cost-effective customer identity and access management (CIAM) solutions. As we kick off 2021,these solutions have become essential for any business to really understand their customers; which is why Chief Marketing Officer (CMOs) should actively engage with and care about their CIAM system. Within the various stages of a customer’s buying journey — such as awareness, consideration, purchase and service — more often than not a CIAM is running in the background, ensuring the right solution enhances the customer’s digital experience by providing significantly better onboarding, personalization, omnichannel experiences and privacy controls, and building that all-important trust with the customer.

So, let’s take a look at how CIAM works and the benefits it provides in the various different stages of the customer journey:

The awareness stage is the very first step, where a customer interacts with a company’s brand. This is where customers get to know about the product or the service offered by the business, which may lead them to access the company website or content on other platforms such as social media.

At this stage, customer interactions typically occur at an anonymous level. Therefore, the involvement of a CIAM solution will be minimal — as no identity information is available. However, it’s important to make use of products such as web analytics to preserve customer interest, which can be beneficial at a later stage.

At the consideration stage, customers will have more focused needs and they will show more engagement by downloading datasheets, following product demos/trials, etc. Typically, one or two customer attributes are captured in the CIAM at this level. Depending on the prominence of the attributes, this would be the starting point of representing the customer as a light user account in the CIAM system. These accounts do not have any credentials associated with them, since customers have not gone through an onboarding process.

At this level, the CIAM’s inbound and outbound provisioning capabilities play a key role. For example, a prospective customer downloads a catalog from a product website by providing their email; then, the website would create a light account in the CIAM system using a standard provisioning protocol like SCIM. Next, the CIAM solution will (outbound) provision that user account to different marketing tools — for example, Hubspot, CRM tools like Salesforce, or web analytics tools like Mixpanel.

Likewise, the organization might correlate the light account with web analytics. This helps to obtain more insights about users, such as geolocation and what type of content they looked at during the awareness stage. These details can be used to provide more relevant, personalized information in the future.

The purchase stage is the level that receives the most amount of attention from most organizations. Depending on laws and regulations, it will be crucial to have verified user details. However, it’s important to ensure that the customer registration and onboarding process is simple and user-friendly.

Minimizing the mandatory information fields requested from a customer helps significantly. This can be done by auto-filling information that is already associated with the light account. Another way to do this is by using progressive profiling so that the customer has to provide additional details only when they access a specific service that requires these details.

Having to maintain many accounts and credentials is a major pain point from a customer’s perspective. The ability to bring your own ID (BYOID) to help simplify the registration process is important. This will also help to reduce self-service or call center interactions in later stages, as it will lessen the need of having to recover an account due to misplaced or forgotten credential details.

Moreover, having direct integrations with identity verification services like Evident ID in the CIAM solution reduces the overhead of providing various documents, or having to go through a manual process to verify customer information (such as proof of citizenship, insurance validity, and so on).

The service stage is also a key stage for many consumer businesses. The user experience at this level determines whether existing customers become champions or detractors for the brand.

From a CIAM standpoint, users should have seamless access to any product or service they consume. If there are multiple services involved, basic things like the ability to consume both services with the same account and having single sign-on among multiple applications have become must-have capabilities. Strong authentication with additional factors is also a need when accessing sensitive applications. In addition, adaptive authentication plays a key role to balance convenience over security. Having mechanisms like account locking and risk-based authentication give more assurance about protecting customer accounts from malicious parties.

This leads to another vital requirement: self-service. Customers should be able to update and review their privacy preferences (such as the use of different emails for different activities), change associated profile information, and update contact information. At the same time, a user should be able to adjust their security profile by configuring recovery mechanisms and register trusted devices for login. With the advancement of privacy regulations across the world, modern businesses must also give users data portability and the ability to deregister.

Additionally, during the service stage, a business might also go through changes — e.g. mergers and acquisitions of other brands — and these activities should not drastically impact the customer experience. The right CIAM solution can facilitate these moves in an incremental manner.

CIAM can even help initiatives such as loyalty programs, which aim to increase customer engagement. Loyal customers might opt for early access to new products and give more accurate feedback, which can be utilized in A/B testing for product or service changes.

As a CIAM solution is well connected with every system involving the customer, it enables organizations to generate enhanced and actionable behavioral data that can be used to predict and determine possible interests. Even during unprecedented times, this information helps to make better-informed decisions.

Enhancing the customer experience is at the heart of digital transformation. Today’s increasingly sophisticated customers view digital interactions as the primary mechanism to interact with products and services, and consequently, expect deeper online relationships delivered simply, securely and seamlessly. CIAM plays a vital role in connecting applications and APIs to customers, providing all the capabilities needed to deliver a customer experience that is second to none.

Feature image via Pixabay.

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TNS owner Insight Partners is an investor in: Pragma.
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