Liberate_Identity_Data.pngCustomer identity data can be your greatest asset. When your entire organization accesses and uses the data to engage with customers in one-to-one personalized interactions, make data-driven decisions, or provide relevant marketing offers, everyone wins. Customers have a better experience with your brand. Sales go up.

But there is a dark force holding businesses back from realizing this goal. Data breaches. The fear of theft and misuse prevents many organizations from using customer identity data to its full potential. Security concerns cause many data security teams and Identity and Access Management (IAM) pros to limit the flow of valuable information within the organization. What’s more, they often create cumbersome login and identity verification processes that result in bad user experiences for customers trying to access their accounts.In the past, security was relatively straightforward. The security team protected the perimeter of the datacenter and kept data locked within your enterprise. Identity management teams then governed internal access to workforce identity data. Today, it’s different. Digital business is data hungry. It requires access to data, particularly customer identity data, across far-flung and varied touchpoints, from mobile apps and eCommerce sites to Internet of Things (IoT) devices. Locking data within the datacenter is no longer an option.

In the new digital business landscape, security and IAM professionals are joining forces to ensure valuable customer information is protected enough to be safely used. The result is both teams are facing new identity management challenges. Security pros must simultaneously protect data while ensuring it’s widely usable. They must also become comfortable with having limited admin access to accounts because only the customer should have visibility into their own credentials. Plus, security teams face increasingly complex demographic and geographic regulations.

Similarly, IAM pros are faced with expanding their scope from only workforce identities to customer data. Customer identity data is at higher risk for breach. Authentication must be powerful, but it shouldn’t impede convenient customer experiences. It’s a fine line to walk. What’s more, privacy regulations require customer consent to share and use data adding another dimension to the data that IAM teams must collect and manage.

Customer Identity Management solutions lie at the intersection of these new IAM and cyber security requirements. They provide the capabilities needed by both security and IAM teams to keep customer identity data secure so that businesses can realize its full value. It opens up exciting possibilities for businesses by liberating customer identity data from behind the firewall.