The growing importance of effective customer identity access management
SAP Customer Data Cloud from Gigya offers a total solution built for the global scope of modern enterprise organizations. SAP Customer Data Cloud from Gigya’s platform delivers features designed to optimize the experience across the entire omnichannel customer journey and drive new business value. With the technology, our clients can:
- Seamlessly authenticate and engage consumers across channels and devices;
- Build rich, privacy-compliant profiles to unlock a 360-degree view of each customer;
- Easily integrate valuable first-party data with every downstream application and service.
SAI Digital in partnership with SAP Customer Data Cloud from Gigya will implement the solution and accompany you after the project by assisting you in manipulating those data and take the best from them to leverage business opportunities.
Why is customer IAM important?
Customers have the freedom to choose who they do business with, and they’re not afraid to go elsewhere if the experience isn’t up to their standards. A great customer experience is no longer just nice to have–it’s a critical differentiator. According to a CEI survey, 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.
Customers also care deeply about security. Data breaches are well-publicized and severely damaging to customer trust. A recent Cisco report stated that 22% of breached organizations in 2016 lost customers–40% of them lost more than a fifth of their customer base. Customer IAM is all about balancing customer experience and security, and being careful not to sacrifice one in pursuit of the other.
Seamless customer experiences
Customer access isn’t just about web apps anymore. It’s grown to include mobile, IoT, partner applications and many other channels. CIAM enables simplified access and unified customer profiles so that organizations can engage their customers with consistent omnichannel experiences and personalized interactions.
The increased scale and frequency of data breaches has left many organizations unsure of their ability to protect their most valuable customer data. CIAM solutions offer powerful security from authentication down to the data layer to reduce the risk of losing revenue, reputation and customer trust.
Performance and scalability
As the number of customers, applications, websites and services continues to grow, the data collected on each customer is also increasing exponentially. In addition, many customer-facing industries and vertical markets experience extreme peak customer demand due to seasonality or other reasons. This poses unique scalability challenges that a robust CIAM solution can help address. And since each customer expects instant, frictionless access to your apps and services, the speed and performance of CIAM must never lag, even during peak usage times.
Privacy and regulatory compliance
It’s no longer unusual for digital screens to greet customers by name. Users are sharing more and more information with organizations and their partners to make interactions easier and more personalized. But that doesn’t mean that their concern about data privacy has lessened. CIAM must give customers insight and control over where their data is being shared and enforce customer consent to adhere to new privacy regulations like GDPR in the UK.