Is Your Log In Process Meeting your Customer’s Expectations?
At the B2C level, Identity and Access Management (IAM) includes customers, clients, patients and anyone who receives your business services. By 2022 digital businesses with great customer experience during identity corroboration will earn 20% more revenue than comparable businesses with poor customer experiences (Gartner).
Customers don’t just want a seamless login experience—they expect it. For them, the perfect login experience uses credentials the user already has instead of new credentials specific to your organization.
With effective IAM, you can take the burden of security off of your customer’s shoulders.
How to provide seamless and secure login experiences.
There are three essential steps you need to take to give your customers the experience they expect.
Step One: Leverage New Technology
Provide your customers with Single Sign-On (SSO) access and a modern identity corroboration experience. A customer’s login experience should be consistent across all of your applications, whether on-premises, SaaS, or in a different cloud environment. Even legacy applications can be integrated into modern SSO solutions without needing to modify the application keeping the experience consistent and seamless for the user.
Step Two: Create Thoughtful Architecture
Risk-based authentication has been around for many years, but the shortcut most organizations have taken is the “moat and castle wall” approach. The strategy is to put all the defenses outside the castle regardless of the requested activity. The unintended consequence is that this gives your end customers a high friction experience when it may not be needed. If you focus on an architecture that matches friction with risk, you will create the best user experience without compromising security.
Step Three: Use an Adaptive Approach
When you combine the latest technology with thoughtful architecture you can implement the authentication and authorization policies that makes sense for your organization. Once the right IAM technology is in place the opportunity opens to gain a deeper understanding of user behavior. This allows your IAM B2C implementation to seamlessly maintain a best in breed user experience while delivering the best security available.
What is at risk if you don’t switch?
There’s a lot on the line if you choose to ignore IAM. Not only is security and productivity on the line, but also your customer’s satisfaction.
A survey by Salesforce shows that 67% of consumers had higher expectations for their experience than ever before. When you consider that 32% of customers abandon a brand on their first bad experience, it’s more important than ever to get it right on the first try.
Not to mention that IAM can save your business money. Gartner estimates a 375% ROI over three years for a business with 50,000 external users. It can save your IT team desk hours and reduce access questions in your call center.
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GCA partners with industry-leading IAM technology companies.
Learn more about how IAM technology works and how we use it to protect organizations in our overview.
