Customer Identity and Access Managemnt As the Key to Customer Satisfaction
PATECCO GmbH
PATECCO is a German company, dedicated to development and implementation of Identity & Access Management solutions.
Across industries, the best possible customer journey combined with customer satisfaction is a priority for authentication. But how can companies respond when needs change as a result of digitization and when users want to take more and more ownership over their profile management? The answer is customer identity and access management, or CIAM for short. With its help, the identity management of external users can be coordinated flexibly, easily and at any time, thus solving the challenge of digital transformation.???????
Customer Identity and Access Management describes the management of external users with the aim of optimizing the customer journey. The focus is on identity management for customers and partners. The advantage is that the CIAM solution goes beyond pure identity and access management and is closely intertwined with the digital marketing infrastructure.
Individualization and marketing automation already starts with the social plug-ins, which contribute to brand awareness and recognition across channels as soon as a registered customer interacts with the company. The data can then be used for any processes within the company, be it service marketing or sales applications. By synchronizing and unifying them, the customer experiences the same level of comfort and personalization at every touchpoint with the company. In the long term, this turns prospects into loyal buyers who are accompanied by a brand with the same look and feel throughout the entire customer journey.
Security, data protection and compliance - the buzzwords of digital transformation challenge both society and the business world. In order to meet these challenges and continue to provide customers with individual experiences, CIAM can help, regardless of the industry.
Financial service providers, for example, are currently facing the challenge of flexibly serving their customers at all times with digital services such as e-banking, stock trading or even leasing via web and mobile applications. For insurance companies, too, the competitive pressure from the digital world is increasing: New offerings cannot be on the market fast enough, and no personal service can get by without its digital counterpart. This is no easy task for traditional providers. Many shy away from the digital world, but at the same time want to meet the new requirements of the digital natives.
In addition, there is the processing of personal data. With every new customer profile, the risk for companies of becoming a victim of cyber attacks increases. The IT infrastructure must therefore be optimally protected and cover the demands of the various stakeholders, be they private customers, business customers or employees.
User-friendliness and flexibility are the two major benefits that arise from a CIAM for both companies and customers. Because while the IT departments in companies are relieved by the high degree of automation, users have the opportunity to customize their account according to their own wishes and needs. A plus for satisfaction on both sides. But are these already all the advantages that arise from identity and access management? The question can be answered with a clear "no", because the list of benefits is long:
o??Uncomplicated login procedure for customers
o??High level of security for customer data against unauthorized access to accounts
o??Merging of customer data into a digital identity
o??Use of customer profiles for marketing and sales activities
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o??Optimized customer understanding
o??Seamless and consistent customer experience
o??Increased customer satisfaction
o??Maximum reliability
o??Scaling and adaptation of the CIAM system to include new functions / services
To meet the new customer behavior, companies are forced to collect, analyze and organize more information than ever before. But what requirements does this place on modern CIAM solutions and how can they solve them? A list of the top 4 requirements provides clarity:
·??????As CIAM pursues a consistent customer orientation, the company needs insights into the current and future expectations of customers. Therefore, it needs a flexible CIAM that can be modified at any time and adapted to new situations or individualization requests.
·??????CIAM systems should be available regardless of workload and ensure consistent quality from the start without noticeable delays due to overload.
·??????Regardless of the user's device, a CIAM must enable fast and flexible authentication of the user. This includes both access to the user's own accounts and seamless login to external services and applications provided by partner companies.
·??????Users expect a consistent customer experience across a company and its partner ecosystems. This extends to the technical aspect regarding the use of mobile devices and wearables as well as to individual profile and preference management. What is needed for this: one identity per user under which the settings can be stored across channels. Only then is a smooth and seamless experience possible.
When selecting a CIAM system, users should pay attention to three key aspects. First, the company needs to clarify which user groups are present. Are they B2C or B2B users? The next step is to evaluate the industry so that the security requirements for the system are recorded. Finally, the scope must be analyzed: Does the CIAM system need to support different countries that require different authentication systems and registration flows, or can the services be unified? Once this basic analysis is complete, implementation can begin.
As a specialist in IT security, PATECCO can provide both advice and support during the integration of the CIAM system. Although the first step towards marketing automation and individualization has been taken with the decision for a suitable system, the implementation requires expertise in the IT area and a feeling for the needs of the users. Only the combination enables a suitable CIAM system to be set up quickly, resulting in a high level of customer satisfaction in the long term.