How can you benefit from CIAM?

Ondrej Skrehota

Ondrej Skrehota

Ondrej is Managing Partner to Brighten Digital and leads our Consultancy team.

Summary

Here comes the second blog post on CIAM. It explains the benefits CIAM brings to your business. CIAM speeds up your digital transformation, decreases costs, improves customer experience, enriches your data on customers, and resolves consent management in the best possible way.

Intro

In the last post I introduced CIAM. But maybe you’re more interested in what CIAM can do for you.

The funny thing about CIAM is the fact that while almost nobody in the business is fully aware of the term itself, almost everyone is constantly dealing with the topics CIAM covers. CIAM can help you in so many ways with your digital transformation. You won’t believe you don’t have it yet. No, really! Just read further.

Don't try to build CIAM. Pick the right solution. Define the blueprint, implement it, localize it and then start localizing and customizing for different brands and markets you run. For both desktop and mobile. This is a huge difference - we're talking months versus years. Trust me.

CIAM speeds up your digital transformation while decreasing costs

The more applications and portals you plan to build, and more markets and channels you want to cover, the more important it is to implement CIAM right now. Just imagine having one central system responsible for customer profiles, registration, login, and consents. Just do it once, and do it properly. Then it’s all just about reuse and evolution. How much do you have to keep paying for these capabilities, on and on, and how much time and money are you spending on them? And yet you never do it right, because doing it right every time is too expensive. This takes us to another topic.

You’ll greatly improve your customer experience with CIAM

This means, your customers will like you much more. I’m trying to state this in simple terms, because I feel like everyone is talking about CX, but does nothing about their customers’ terrible experiences during the registration management of their profile. You might say that this has much more to do with UX, but that is not entirely true. UX won’t unify all your customer profiles across all your apps and portals, right?

Does this ring a bell for you? Do you hear things like:

  • our registration process sucks,
  • it’s almost impossible to register into our portals on a mobile,
  • it takes ages to create a user profile for our portal, just to be able to get there, but we can’t reduce the number of fields because the sales guys need to have those…

But you assume you can’t do much about it because you have so many different portals or applications, or because these processes vary by markets, so it would take ages to improve this. But that’s not the case when you have a good CIAM in place! Define it, implement it, localize it, and then start localizing and customizing for the different brands and markets you run. For both desktop and mobile. This makes a huge difference. Trust me.

CIAM allows your customers to tell you more about themselves anywhere they are

Why not allow your customers to simply edit all information and preferences from any portal or app you have? And have these data stored centrally. This will reduce the costs of maintaining and updating data, improve your targeting, and will basically introduce a brand new means of doing business digitally with them.

CIAM makes things more secure

I guess you would agree that having personal data in one place, rather than spread all around your customer portals and apps, reduces cybersecurity risks significantly. Particularly in situations where you buy a solution that’s designed for security and deals easily (well, you save the hard work for the solution vendor) with billions of profiles. And we also guess that having the risk transferred to your vendor could actually help in case something goes wrong, because, well, you paid this or that tech giant to handle it securely for you.

Another advantage is the security already built into the system. Two-factor authentication? Just turn it on and ask for it only when relevant, because entering the code all the time annoys your customers, right? Attack, detection and prevention? They do it on your behalf with data from the billions of profiles they are potentially looking after.

Consent management done right with CIAM

GDPR and other regulations were eye-opening. A lot has been done already. But let’s be honest here how well do you manage consents across your many systems and channels? Do you know the reason for this? Your CRM should not be the prime system for your consents, nor should marketing automation. We believe it’s CIAM that should integrate and create a primary record for all your consents. And when you show its capabilities, which some vendors call a ‘consent vault’, to your legal and data privacy guys, you might actually see them smile (and we all know they usually look worried).

But it’s not just about being more compliant. If you handle consent management really well, it will drastically increase your reach. By being able to collect more information, you’ll be able to personalize better. 


Outro

If I still have your attention, you might be interested in CIAM. But I can feel you might be worried as well, because this is a complex thing, it’s gonna take ages to resolve, and you’re a big company…

Worry no more: we can go live in 4 months. Just give us a call. It’s February now, so CIAM can be easily resolved this year for you and your company.

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