Janrain’s Portal Gets Inside the (Social) Minds of Customers Janrain releases technology today that can reportedly help customer care agents get inside the minds of customers. Well, not literally, but at least it allows them to get a more “social” data profile of the customer including their “likes” and interests, the company claims. The Portland, Ore.-based customer identity management provider launched the technology today. It’s called a Customer Care Portal, which officials said helps customer care agents acquire “psychographic characteristics of their customers” by accessing their social profile data. “Customers want to be able to access their own accounts, and self-serve,” Jamie Beckland, vice president of marketing at Janrain, told CMSWire. “It’s good for them, and also good for customer care teams. But sometimes, a customer just needs to talk to a person. In that case, customer care teams can now manage customer accounts directly, using the same data as the customer themselves.” Getting Personal Beckland told us this eliminates waiting for multiple systems to sync. “For the first time,” Beckland said, “customer care agents can understand the psychographic characteristics of their customers, including ‘likes,’ interests, followers and other data from social profiles. So, an agent on the phone can quickly see that a customer likes certain TV shows, sports or movies, and can use that data to personalize the conversation.” Naturally, that can be a tricky proposition. “Hey Jim. Can you believe how that guys dies in the ending of that TV series?” “I’m still on Season 1 on Netflix.” Janrain’s Customer Care Portal is an expansion of the Janrain Customer Identity Management platform, which allows brands, Beckland said, to manage customer identities across all devices and digital touch points. According to company officials, key features of the Customer Care Portal include: An interface for searching and editing customer records that’s aligned with terminology and workflows customer service teams already use Configuration tools that permit customer service agents and agent managers to maintain customer records associated with specific properties and organizations within the business The news comes a couple months after Janrain acquired a real time social curation and engagement provider, Arktan. Gartner has had its eye on Janrain as a cool social marketing shop, and so have investors: it obtained $20 million of funding about two years ago.