How to establish a business case for customer identity

The problem is to create digital experiences that are both fluid and secure. There is a need for multiple teams to work together across the enterprise.

If you value customer experience, privacy, and security, you probably don’t need to be convinced that customer identity should be a priority for your organization. You already know that a well-integrated Customer Identity and Access Management (CIAM) strategy is key to creating digital experiences that keep your business secure and your customers happy. The problem is to create digital experiences that are both fluid and secure. There is a need for multiple teams to work together across the enterprise. However, it is often difficult to obtain everyone’s support and effective collaboration.

Bringing the right stakeholders together

When it comes to customer identity initiatives, there are usually two sets of teams that will need to work together, despite having different goals. Engagement-focused teams are teams in digital experience, product management, marketing, and other business units. Their main goal is to create digital experiences that drive engagement and revenue. Teams protecting customer security and privacy are present in areas such as IT, security, identity, compliance and fraud. Everyone has a different perspective of customer identity, impact, and different needs, so you’ll need to consider this when choosing a CIAM solution that meets cross-functional requirements.

Broader buy-in from business stakeholders will be critical to your success and key to maintaining the direction and momentum of the project. Plus, as you onboard new people, they can help you communicate the benefits of CIAM as you demonstrate its value. So how do you convince each group to join CIAM? It’s about personalizing how you present your business case on customer identity. This will help you bridge the gap between the goals of these groups, allowing you to align with a customer identity solution that delivers both seamless and secure digital experiences.

Engagement: Driving activity through pleasurable experiences

The goal of engagement-focused teams is to streamline how customers interact with a brand in order to drive revenue, increase acquisitions, reduce churn rates, and increase sales cycle value. customer’s life. To achieve these business goals, these teams look for every opportunity to remove friction in the user experience. While they want every experience to be secure, they don’t want those security or privacy controls to inconvenience customers or hinder revenue or product launch times. Conversations with these teams typically center on how customer identity is the foundation for seamless digital interactions, from creating an account to contacting support. It’s also a good strategy to explain how the right identity solutions can make security almost invisible to the end user, reducing friction and avoiding the risk of customers abandoning their journey. purchase.

Communicating the value of customer identity begins with gaining support by demonstrating the business value created by customer identity, measured in terms of revenue, customer acquisition, and other metrics. similar. Next, it is necessary to share data on the current abandonment rates of login and registration forms and explain how identity management can improve them. It’s essential to provide specific examples of how customer identity can improve the user experience by eliminating friction at every stage of the customer journey. Finally, the focus should be on the speed and efficiency of integrating customer identity services into their applications.

Security and Privacy: Building Agility to Protect Customers

For teams tasked with securing digital interactions and ensuring compliance, customer identity is critical to preventing data breaches, detecting and mitigating fraud, and protecting customer data. These teams work to give the company greater confidence in the identity of the users it engages with. At the same time, they know that user experience is important, so they want to find solutions that don’t frustrate customers with repeated authentication requests unless absolutely necessary.

These teams are also under constant pressure to keep pace with the rapidly changing technology, security and regulatory landscape, while maintaining a low total cost of ownership.

A well-chosen and well-implemented customer identity solution can have a huge impact on your business bottom line. By crafting a business case tailored to each team’s goals and needs, you can showcase the value that customer identity brings to your organization while helping the business prepare to choose the right solution.

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