The Customer Experience Ba4leground: Modernizing Iden<ty Management to Win

Transcription

1 The Customer Experience Ba4leground: Modernizing Iden<ty Management to Win With Andras Cser, VP and Principal Analyst, Forrester Copyright 2015 UnboundID, Inc.

2 Today s Speakers Andras Cser VP and Principal Analyst Forrester Research Steve Shoaff CEO UnboundID Copyright 2015 UnboundID, Inc. 2

3 The Customer Experience Ba4leground: Modernizing Iden<ty Management to Win Andras Cser, VP & Principal Analyst Copyright 2015 UnboundID, Inc.

4 2015 Forrester Research, Inc. Reproduction Prohibited

5 Customers cross devices to accomplish a single goal Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August Forrester Research, Inc. Reproduction Prohibited

6 Authentication is a difficult balance Operational Efficiency Asset Security Customer Satisfaction

7 Identity is the new perimeter Business2Consumer IAM Security is becoming a differentiator Business2Enterprise and Business2Business require stronger authentication Drivers Protecting data Privacy and customer consent Compliance Data sharing with consistent data management across channels

8 IAM Modernization Driven by BYOD Cloud B2B business Mobile applications Increased customer attention 2015 Forrester Research, Inc. Reproduction Prohibited 8

9 Ways CIAM is different from employee IAM Multiple owner organizations CX can have a direct impact on the top line Multiple customer-facing properties Complete lack of mobile device security controls Multiple channels Scale and volume, along several dimensions Secure data sharing 2015 Forrester Research, Inc. Reproduction Prohibited 9

10 So how does good CIAM translate into requirements? Process mapping Single Sign- On Federation Collaboration CIAM API support Preference Management Biometrics/ RBA Scale/ performance 2015 Forrester Research, Inc. Reproduction Prohibited 10

11 Process map Need to have a process map which is Coherent Consistent Covering tasks Covering channels 2015 Forrester Research, Inc. Reproduction Prohibited 11

12 Single Sign On and Federation Need to have single sign-on within and across channels Between multiple properties Between API driven calls With development priorities Single pane of policy management and audit Use social login Need to have Federation access capabilities (SAML, OAuth) rolled into all applications for SSO 2015 Forrester Research, Inc. Reproduction Prohibited 12

13 Provide API support for all IAM functionality Cloud requires scale and automation Information sharing is a must Cloud Security is all about API security Exposing functionality as APIs Calling 3 rd party APIs Can t use in-house developed tools Must keep up with emerging standards What if you have to support a new endpoint type? 2015 Forrester Research, Inc. Reproduction Prohibited 13

14 Scale and performance should not be just an afterthought This is not your 2000-user Web SSO project Thinking about the performance and scale What if 120,000 users log in an hour? What if 200 applications or IdPs need to be added to the federation agreements overnight? 2015 Forrester Research, Inc. Reproduction Prohibited 14

15 Collaboration: IT and the business are expected to work in collaboration 2015 Forrester Research, Inc. Reproduction Prohibited 15

16 Negotiate with Marketing and Business Don t build the CIAM solution yourself Present your case to the business and marketing why CIAM is not employee IAM Hammer out agreement on formal levels of risk Map tasks and channels to them Seek the highest security maturity scores for the most important tasks and channels Offer CIAM (big) data for marketing BI 2015 Forrester Research, Inc. Reproduction Prohibited 16

17 Steve Shoaff, CEO of UnboundID Copyright 2015 UnboundID, Inc.

18 Who is UnboundID? UnboundID has developed a next- generakon idenkty and preference management planorm Customers use UnboundID to modernize IdenKty and Access Management and enable new, customer- facing digital business strategies 100% customer renewal rate and more than 1 billion iden<<es deployed with some of the world s most influenkal brands CUSTOMER EXAMPLES PARTNERS Copyright 2015 UnboundID, Inc. 18

19 Best Prac<ces for Customer Experience success Mul<- Channel Engagement Balance Personaliza<on with Privacy Customer Convenience and Hyper Efficiency Growth in Apps, Devices, and Channels Customers Copyright 2015 UnboundID, Inc.

20 Examples with a focus on Hyper- Efficiency Dash bu[on to automakcally reorder goods Echo to verbally place new orders Prime Air to deliver within hours Mobile app convenience, one tap to ride, Fist bump and in- car experience Cashless transackon Copyright 2015 UnboundID, Inc. 20

21 Example with a focus on Mul<- channel Retailers engaging you through light bulbs LED lights transmit codes through phone s camera lens Pinpoint loca<on to 5-10 cm (be4er than GPS, Bluetooth, RFID, or beacon) PromoKons with pinpoint targekng Collects data to display merchandise be[er Copyright 2015 UnboundID, Inc. 21

22 Customer Experience is being priori<zed as the next major ba4leground. Are you prepared? 3/4s of businesses assert that customer experience is a crikcal business priority." 80% of U.S. consumers would pay more for a product/service for superior customer experience." - U.S. Office of Consumer Affairs 89% of companies plan to compete primarily on the basis of the customer experience by 2016." - Gartner Copyright 2015 UnboundID, Inc. 22

23 Your Systems of Engagement help define the Customer Experience Loyalty Rewards Programs Social Networks Mobile Apps IoT Devices E- commerce Copyright 2015 UnboundID, Inc. 23

24 but if you FAIL to arm them with the right tools and infrastructure, they will not succeed Disjointed, frustra<ng customer experience I just registered on your website, why don t you see that? Now you re texkng me? I never wanted you to contact me via text message. One Kme I order XXL shorts for my dad and now you send me ads for weight loss! Why do you keep sending me every other day? I just wanted your monthly coupons. Copyright 2015 UnboundID, Inc. 24

25 Ensure success with Iden<ty- centric customer engagement IoT Devices Social Networks Keys to Successful Customer Engagement: Loyalty Rewards Programs Customer Iden<ty Mobile Apps E- Commerce Provide an ackonable, unified view of the customer Offer preference management, opt- ins/outs, and privacy consent across channels Govern data usage across all systems of engagement UNIFIED VIEW Implement a web- scale, high performing, high availability solukon MDM CRM Big Data Offer APIs so app developers to rapidly embed idenkty/preference services Systems of Record Copyright 2015 UnboundID, Inc. 25

26 UnboundID Placorm Iden:ty and Preference Management at web scale Secure Scalable Unified Adaptable PlaNorm Modules Data Store Securely store and deliver idenkty and preference data at web scale for billions of idenkkes and a[ributes Data Sync Bi- direckonally synch massive volumes of data between systems of record in real- Kme to create unified customer views Metrics Engine Monitor real- Kme operakonal metrics to ensure SLA compliance and gain visibility into idenkty and preference data trends Data Broker High- speed, high- volume data delivery via REST API and governed with centralized policy controls Copyright 2015 UnboundID, Inc. 26

27 Unified view of the customer Leverage a common customer profile across channels Deliver a personalized and cohesive customer experience Bi- direckonally sync customer data across Systems of Record Provide web scale performance and high availability o Fail- over, redundancy, and load balancing MulK- Channel Common Profile Contact InformaKon Personal Preferences Privacy Selngs Last 5 Purchase History Opt- In/Out Choices Human IdenKty iphone Device IdenKty Device Profile Geo- locakon Permissions Payment Methods UNIFIED VIEW MDM CRM Order Mgmt Systems of Record Copyright 2015 UnboundID, Inc. 27

28 Customer preference management, opt- ins/ outs, and privacy consent across channels Customer Self- Managed Preferences Mobile Apps Loyalty Rewards Programs IoT Devices E- commerce Social Networks Enforce Consistently Across Channels Copyright 2015 UnboundID, Inc. 28

29 Secure and govern customer data usage with centralized policy controls 3 Access Appropriate Sub- set of Customer Data 2 Enforce Centralized Data Governance Policies Industry Regulatory Policies Corporate Policies Customer Privacy Consent 4 1 Deliver Customer Data Customer Data Request (from mobile app) Mobile App App- specific Policies Other Custom Policies Copyright 2015 UnboundID, Inc. 29

30 Rally the Troops IT involvement is increasingly required in new Digital Business Ini<a<ves Enterprise IT Involvement Social Networks Digital Business IniKaKves Mobile Apps IoT Devices E- commerce Accounts Loyalty Rewards Programs Source: Forrester Copyright 2015 UnboundID, Inc.

31 UnboundID Placorm enables the end- to- end journey Mul:ple entry points ini:a:ves depending on business needs OneIden&ty Pla-orm Value of iden:ty/profile services increase as you move to the right STAGE KEY INITIATIVES Modernize Legacy Iden<ty Mgmt Modernize Legacy IAM Transi<on to Customer Iden<ty Customer IdenKty Services for new customer- facing app Create Unified View of the Customer across Channels Customer Engagement Mgmt Reusable idenkty services and centralized governance policies Expose AcKonable Data from MDM Iden<ty & Preference Brokering Customer Self- Managed Preference/Privacy OpKons Copyright 2015 UnboundID, Inc.

32 Q&A Phone: Blog: Twi8er: twi[er.com/unboundid Copyright 2015 UnboundID, Inc. 32