By Bryta Schulz | Posted on May 16, 2017
It can’t be said enough: data drives marketing. Time and again, we’ve found that what we think we know about customer behavior and their individual journey – what they want, where they go to get it, how they interact with brands, etc. – is not what we initially thought because we lacked the data to back up our assumptions. And by overlooking those valuable insights, organizations risk losing their customers, their brand stickiness and of course, revenue. However, there is a way to take the guesswork out of maximizing customer engagement … customer identity and access management (CIAM).
CIAM is a simple, safe and scalable way to provide a unified customer identity solution to connect fragmented dots of the omnichannel consumer as they interact with brands across a variety of websites, mobile applications, loyalty programs, partner programs and more.
How CIAM leads to better engagement
Using CIAM as your unified customer identity solution can improve website conversion, create meaningful points of interaction, and collect intelligence to build a more complete picture of each customer to present personalized experiences, content and offers. In addition, whereas traditional IAM deals with employees and closed networks, CIAM solutions may facilitate millions of users and billions of identities, allowing for seamless navigation across various networks and systems.
By removing hurdles to customer touch points, brands can more readily engage with consumers and, because accounts are typically linked with existing customer profiles, easily gather data on their preferences and activity.
Of course, better customer engagement starts with better data. By digging deeper into your user profiles, you can pull out more granular nuggets of information beyond broad demographics. You can also be ready to capture user data from different touchpoints to fully map the customer journey and experience. Beyond the acquisition of data, brands interested in data-driven customer engagement strategies must have a framework in place to facilitate data access, dissemination and analysis.
As your identity hub of demographic, psychographic and behavioral data, with CIAM, you can leverage consumer data to drastically improve your brand’s outreach efforts by gaining more insight into buyer behavior and the customer journey. Marketing teams across the globe are understandably excited about the numerous benefits presented by CIAM, but it’s not always clear where to start.
For a more in-depth look at the eight steps to CIAM corporate readiness, be sure to download the full TechVision report.
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