Managing Customer Identities: The Challenges Organisations Face

Every customer identity managers should know how to effectively overcome the accompanying challenges. A variety of business units are increasingly demanding digital innovation to capitalise on a mobile and digital consumer base that expects to get personalised and dynamic experiences. While data managers will usually turn to employee-facing identity and access management (IAM) systems, customer identity management has different requirements and outcomes. Below are the major challenges that organisations deal with when managing the identities of their customers:

Optimising Customer Experience

Legacy IAM systems are not designed to create engaging and personalised user experiences that modern customers demand. This makes it important for enterprises to store customer information in a centralised and secure location as well as make sure business units can use the data in real-time to optimise the customer experience.

Measuring Customer Identities

Usually, customer identities are measured in the millions. Brands are expected to deliver a user experience that lets them stay competitive. They can achieve this by ensuring performance is not compromised at any layer of the identity stack, no matter how big or varied the incoming data streams are.

Structuring Customer-Related Information

Most customer-related data is not structured and not compatible with conventional directories and databases. Enterprises can optimise omni-channel marketing, sales, and service initiatives by properly managing consumer data from all sources. Also, this data must be made actionable.

Ensuring Data Synchronisation

IAM systems usually provide authentication integrations with business applications. These integrations are different from those required for supporting customer-facing activities and interactions. To give relevant experience to users, businesses should invest in a solution that directly synchronises data between a centralised identity repository as well as marketing, sales, and service applications. However, the adoption of this technology calls for more expensive connectors and custom coding.

Ensuring Data Security

Legacy IAM solutions continue to grapple with mobile and web application programming interfaces (APIs) when managing consumer data. The reason is that these systems are designed for employee and vendor access. To secure high-volume API transactions, organisations must use authentication and authorisation standards. Also, they need to encrypt personally identifiable information in motion and at rest. To maintain granular administrative system control, they must have strong rules and permissions-based control and audit logging.

Staying Compliant

Businesses must stay compliant with third-party privacy policies to maintain a competitive edge in the digital marketplace. Also, they must maintain compliance with regional policies and regulations. Managing these tasks manually will take so much IT bandwidth.