Businesses should work towards providing a streamlined and secure online experience for customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 13, 2020, 5:15 PM UTC

Adapting customer identity and access management (CIAM) can help manage customer identities.

This piece argues that businesses should provide streamlined and secure experiences to their customers to ensure their regular online interaction with the company. But, companies should meet the specific identity and access management (IAM) requirements that are focused on customers to ensure data security.

Since IAM is not designed to be customer-facing at scale, organisations should adopt customer identity and access management (CIAM). CIAM tools prioritise the customers in IAM and ensure an optimal CX for the users interacting with the organisation’s apps and services.

Prioritising identity management can also assure customers that their data is protected and managed in the “most” efficient way possible. The author states that data breaches of any kind can negatively affect the brand.

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