The Customer Identity Buyer’s Guide

Published on 10 May 2022

Customer Identity

Providing your clients with smooth and safe digital experiences is no longer a "nice to have" for your brand. The stratospheric rise of online marketplaces such as Amazon and AliExpress is evidence that consumers want simplicity and convenience when making purchases. Events such as the worldwide COVID-19 outbreak are advancing this trend and establishing digital customer experience as the battlefield for market dominance.

As an increasing number of consumers enter your digital front door, the ability to create a seamless user journey and engaging digital experiences is essential to achieving company objectives and remaining competitive. From establishing an account and logging in to receiving help and adjusting preferences, your consumers need a seamless and secure experience. If you fail to provide it, they will not hesitate to seek it elsewhere.

The design, management, and deployment of customer identification may make or break the customer experience. Customer identification and access management (CIAM) provide you with the ability to create seamless experiences at every stage of your customer's journey, making it a need if your organization's strategic goals include sustained growth in customer acquisition, loyalty, and revenue.

This buyer's guide will assist you in aligning your company goals with CIAM capabilities, allowing you to more readily assess solutions that will provide the necessary outcomes.

Continue reading to learn more about customer identification and the role CIAM plays in increasing the experience, security, and privacy of your consumers.

Why Customer Identification Is Crucial

Customer identification enables you to guarantee that each phase of your customers' journey is smooth, safe, and provides the expected experience. This alone makes it essential for businesses who seek to stay competitive and actually prioritize their clients.

Customer identification has the ability to greatly enhance the customer experience and the financial line of your business, but the devil is in the details. Without a well-thought-out approach, identification projects might cause needless friction. If your consumers find registration, authentication, and preference management difficult, your customer identity transformation may not provide the desired outcomes. And your clients may go elsewhere.

Prior to beginning your CIAM journey, you must determine what your clients desire. By comprehending their requirements, you may use the power of consumer identification to your maximum benefit. While achieving this knowledge may seem difficult, it essentially boils down to two factors:

Making Your Customers Happy

  • Identify your consumers through several media. Expect people to make just one modification to their accounts, preferences, and other settings.
  • Make registration and sign-on as simple and efficient as feasible. Do not make easy tasks more difficult than necessary.

Safeguarding and Honoring Your Customers

  • Be a responsible steward and defender of your clients' information. Do not expose them to fraud or security breaches.
  • Provide your consumers with clear access to and control over their personal information. Do not invade their privacy.

When properly implemented, client identification makes satisfying, protecting, and valuing consumers simply. When you approach client identification with this perspective, you provide the groundwork for an amazing customer experience (CX).

It is not a secret that customer experience is the new competitive difference. It should therefore come as no surprise that you can relate customer identification capabilities directly to your customers' experiences, starting with registration and across the whole journey.

Customer identification capabilities that are robust and adaptable are essential for delivering the smooth, convenient, and secure experiences your consumers want. Once you are able to do so, you will be able to surpass your competitors and assist your business in achieving its most vital goals, including:

  • Acquiring new consumers 
  • Retaining current customers 
  • Growing consumer loyalty 
  • Increasing revenue 
  • Gaining customer trust



Download Ping Identity's whitepaper to learn more about The Customer Identity Buyer’s Guide only on Whitepapers Online.