CIM-App-Feature-Survey.jpgIdentity and Access Management (IAM) is undergoing a transformation as more IT and IAM professionals are being tasked with supporting digital business initiatives. From e-commerce to mobile apps and Internet of Things (IoT) projects, one unifying theme is the need for identity data to enable customer engagement across these different channels. Technology teams, c-suite executives and analysts, like Forrester and Gartner, are recognizing Customer Identity Management (CIM) as an emerging requirement to deliver digital customer experiences that grow business.

More businesses are focused on omnichannel and digital innovation, and IT and IAM professionals are rapidly implementing new customer-facing application features that enhance online, mobile and IoT device engagement. But, the list of needed features can be long. Capabilities such as Single Sign-On (SSO), Multi-Factor Authentication (MFA), Data Privacy Management, Policy-Based Authorization and Self-Managed Accounts are just a small sample of the many different possibilities. It’s hard to know which ones to implement first and where to allocate internal resources including budget and time.

UnboundID recently conducted a survey* with a representative sample of IT and IAM professionals** to uncover the CIM application features that are rising to the top of their priority lists. With the heightened threat of data breaches and security concerns in the digital environment, it was not surprising to learn that a majority of the respondents are focused on implementing authentication features, including Identity Proofing and Multi-Factor Authentication.

Yet, a question remained. What do consumers care about when it comes to the application features they want as part of their digital experience? We polled customers*** to find out.

The consumers surveyed listed control over their digital data as their top priority. They are most interested in features that give them the ability to manage their account profiles, reset passwords without going through a customer service representative and manage the privacy of their information by specifying how their data can be used and by whom.

The gap between technology teams’ focus and consumer demands points to a need for IT and IAM pros to broaden their perspective to encompass the customer viewpoint. Authentication capabilities that are critical to protecting data and ensuring a seamless login experience should remain a priority for IT and IAM experts. However, CIM use cases require businesses to also be responsive to customer expectations of being able to manage their own accounts without going through customer service. Consumers want to set preferences for things like text or email communications and the types of products and offer notifications they receive. They also want to control privacy settings and reset passwords conveniently.

* These surveys were not intended to provide detailed scientific accuracy.
** Survey participants were ˜ 100 IT professionals, ranging from IAM administrators to CTOs from North American companies with annual revenue above $1 billion USD.
*** Survey participants were >100 members of the general populace in North America with representative ages spanning from 18 to 65.

Download the survey results to find out if your organization is providing the digital experiences your customers want.