Customers are rapidly embracing the digital world of social media, mobile apps, Internet of Things and online activity. In addition to the myriad of ways in which personal technology is changing our lives, it is creating an astronomical amount of customer data that businesses must manage and secure. Faced with this inundation of data, companies are revisiting how they manage customer identity data.
Many companies are finding that their legacy IAM solutions weren’t designed to handle data at such high volumes or to support customer engagement in the digital marketplace. According to data industry expert, author and speaker, Chris Surdak, these systems were built to manage employee access to data and programs by answering basic questions such as “Who has access?” “What is accessible?” and “How it can be accessed?”
Today, identity management systems must do more than manage employee access; they must manage customer engagement. As a result, the level of questions identity management initiatives need to answer has become more sophisticated. As Surdak explains, the questions have evolved along a trajectory that corresponds with an Interrogative Identity Management Hierarchy.
To deliver compelling, relevant customer experiences moment-by-moment, brands must not only know “Who,” “What,” and “How,” they must also answer the contextual questions of “Where” and “When.” By knowing a customer’s location at a give time, businesses can then offer relevant products and services that address immediate customer needs, thus providing heightened value and inspiring loyalty.
However, customer expectations are rising with each new disruptive technology. According to Surdak, the companies that have the capabilities to take their questions further than context to ask and answer the “Why” behind consumer behavior will be poised to deliver highly relevant customer interactions and secure their competitive advantage.
Customer Identity Management capabilities that go beyond simply gathering name, address and email information to understanding customer context and intent form the foundation of effective customer engagement across multiple channels. Solutions that enable deeper interactions with consumers can help organizations remain relevant and competitive in the evolving data management landscape.
Identity and Access Management has progressed from answering basic questions such as “Who” to providing sophisticated insight into “Why.” Learn how your business can harness these capabilities to deliver revenue-building customer experiences.
Download the IT Executive Brief The Evolution and Future of Identity and Access Management.