Customer_Engagement_Forecast.jpgA trend many identity management professionals are facing is the expanding scope of their responsibilities beyond traditional workforce identity management into customer identity management. As more businesses undergo digital transformations to offer online and mobile products and services online, the need for secure, carefully governed and reliable access to large-scale customer data is growing.

It’s easy to fall into the trap of thinking that the same technologies and methodologies that have worked for managing workforce identities will work for customer identities. However, analysts such as Gartner and Forrester, are in agreement that customer identity management presents entirely unique challenges and requirements.

First of all, customer identity management requires scale capabilities that we have never encountered before now, and data volumes will only continue to grow. Aside from the millions of customers that some brands engage, digital business generates hundreds of millions of data points and attributes that must be associated with each customer profile, including transaction history, payment information, customer preferences and privacy regulations, to name only a few. Scale of this magnitude brings with it performance issues that identity professionals must also address.

Secondly, managing customer identities can present elevated security concerns. Personal Identifiable Information (PII) is highly valuable to criminals looking for financial data, health information and other data breadcrumbs that can help them commit a wide range of fraud. Data breaches involving customer data are a serious risk and pose significant consequences, from brand damage to steep financial losses.

Another requirement for customer identity management is the ability to quickly and reliably deliver information to a multiple of apps and customer use points. As application development teams launch new digital products and services, they need fast, yet secure access to customer data.

A comprehensive view of the customer is a crucial requirement for customer identity management. Data is often captured and stored at different entry points throughout the organization. For example, customers may register for an online account, but then they may have another record created for a loyalty program mobile app. And when they interface with customer service, an entirely separate data set can be captured and stored. Being able to provide unified insight into all of these data silos is crucial to being able to adequately secure the data and provide reliable, accurate data across channels. It holds the added advantage of providing a holistic view of the customer that can be used to better tailor services and product offerings.

Ultimately, customer identity management offers opportunities for engaging with customers in ways to increase satisfaction, loyalty and revenue. While workforce identity management was a cost of doing business, customer identity management enables strategic, profit-building business objectives.

LIVE WEBINAR: IT Roadmap to Customer Identity Management

DATE: Wednesday, February 24th
TIME: 1:00pm ET | 12:00pm CT | 10:00am PT