Consumer identity and access management is a digital relationship imperative
Consumer Identity Summit 2016 Live: CIAM Solutions - Results from a recent Leadership Compassand can
By Lizzy Foo Kune Jul 5, Knowledge of the customer is a priority for marketing organizations. Investments focused on existing customers are rapidly outpacing spending on acquiring new customers. Faced with these retention and growth imperatives, CMOs and their teams are quickly adopting new technologies to help them collect, manage and use their first-party customer data to help inform their decisions. CDPs present an alluring alternative to marketers who are frustrated with perceived, and actual, limitations in how their technology handles customer data management and analytics. And while vendor hype and customer expectations have skyrocketed around CDPs, the market has yet to coalesce on standard capabilities — leaving many confused about how best to utilize CDPs to achieve real value.
This means organisations have to enable information to be tied to identities that are recognised by computers, mobile devices and even wearables and other internet of things IoT devices. To be able to deliver this, Tolbert said organisations need to be able to utilise all the information as well as control access to that information and how it is used. For customers, Ciam enables not only a consistent experience, but also a choice of authentication methods by accepting third-party identities such as government or social media identities to log in. For the business, Ciam enables the use of analytics to identify consumer preferences for tailoring marketing campaigns, loyalty programmes and tailoring user experiences. As organisations move from traditional identity and access management IAM to Ciam, Tolbert said consumers become more active by providing selected identity information themselves. Please check the box if you want to proceed.
Analyst s : Lori Robinson , Mary Ruddy. Digital business is expanding the need for customer-facing identity and access management. CIAM capabilities — including user registration, social login and user profile management — can enable you to provide a secure, unified and business-enhancing customer experience across multiple channels. All rights reserved. Gartner is a registered trademark of Gartner, Inc. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Specifically, it poses new challenges for businesses in how they balance regulatory requirements with meeting consumer demands and expectations in the Digital Age. Ideally, in , they will adopt processes and technologies that support both the updated data protection framework and their business need for positive online interactions with customers. But it does strengthen and significantly increase regulatory requirements, giving consumers more rights than ever. In other words:. In the Digital Age, personalization and trust are the name of the game — and quite frankly, the best way to gain and keep customers and nose out the competition. Winning the hearts and minds of customers begins with closer online relationships characterized by three core elements: convenience, trust and personalization.
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Consumer Identity and Access Management as a Digital Relationship Imperative Webinar