By Bryta Schulz | Posted on February 24, 2017
With such a vast variety of ways for customers to shop, it’s become more important than ever for you to connect with customers on a personalized level. This makes your understanding of consumer identities and behaviors a must for bolstering brand connections with potential customers.
In the past, gathering more nuanced customer data involved utilizing Identity and Access Management (IAM) platforms. However, most systems were designed specifically to interact with employees, not consumers. The original IAM platform designers did not build these systems to scale to hundreds of millions of users, nor did they take into consideration consumer experience expectations, which lead to an inherent misalignment. Hence, companies have never been able to fully leverage IAM platforms to truly engage their customers.
With these robust features in hand, enterprises can make their customers’ online experience sleek and personalized – two core components of the successful digital transformation strategy needed to meet evolving demand.
When it comes down to it, higher customer expectations are driving companies toward greater investment and commitment to CIAM platforms, according to TechVision Research, a technology research and consulting company. While companies strive to meet customer expectations, it’s also imperative that customer data remains secure and customer loyalty grows.
Truly competing in today’s digital landscape requires partnering with a CIAM vendor that will meet all your business needs while keeping customer data secure. To learn more about the differences between IAM and CIAM, please see our white paper, Identity At the Center of Today’s IT Infrastructure.
To download the full repot TechVision CIAM Research Report, click here.
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