Social_LoginBy using existing social media credentials to register and login, customers gain convenient access to new online accounts, making it an increasingly popular choice, and social login is good for businesses too. Companies that offer social login experience higher conversion rates and lower page abandonment rates than organizations that don’t offer it.

As powerful as these benefits are, they are only the tip of the iceberg in the customer experience story. Less apparent but perhaps more significant to improving customer interactions are the many capabilities that exist below the iceberg’s waterline.

Working with your customer identity management (CIM) system, social login can facilitate identity-centric, personalized consumer engagement to drive higher revenue and increase customer loyalty. Social login combined with CIM provides marketing and business leaders with a unified view of customers across data silos. Plus it enables companies to deliver personalized offers and consistent experiences at every channel and customer touchpoint. It can also enable customers to specify their privacy and communications preferences, invaluable information to use in one-to-one customer engagement.

However, in spite of social login’s strengths, many businesses remain reluctant to incorporate it into their customer experience strategy because of a few commonly held myths. Let’s take a deeper look at these perceptions to find out if there are risks that outweigh the advantages.

Myth 1: Users Don’t Like Sharing Personal Data

There is a belief that the majority of people don’t like sharing their personal social media data with businesses.

Reality: While it may be true that some people prefer to keep this information strictly within their social networks, statistics paints a different story. For example, sixty-four percent of consumers choose social login over traditional registration when given a choice.

Myth 2: If I Use Social Login, I Won’t Retain the Data

Some companies may be concerned that social login means they are passing up an opportunity to acquire valuable customer data that can provide important audience insights and enable personalized interactions.

Reality: The truth is that companies can store any social data that customers consent to share with them, and businesses can link this data to existing customer profiles. The advantages are two-fold—better knowledge about customers and full permission to use this data to deliver better experiences.

Myth 3: Social Login Is Susceptible to Fraud

A common concern when it comes to social login is data security. Businesses worry that they may not have full control over the security and privacy of social login information. The fear is that transactions, particularly high value ones, leave customers vulnerable to data theft.

Reality: Data obtained with social login can and should adhere to the same security and privacy best practices applied to other valuable customer data. Companies can apply stringent authentication methods such as multifactor authentication and step-up authentication that enforces more security measures for higher value customer transactions.

By understanding the truth behind these widespread social login myths, businesses can begin to consider the key role that social login can play in their customer experience strategy. Social login not only offers customers a more convenient, frictionless path to registration, login and purchase, it provides brands with more tools to use in delivering personalized, relevant customer engagement across all channels.

View the on demand webinar Social Login Myths, Realities and What It Means for Customer Experience”