The rate at which the digital world is evolving is making the business world highly competitive. Businesses are struggling to keep their customers happy as the delay of even a single second can cause them loss of hundreds of customers. This competitive world requires CMOs to make customer experience their topmost priority. But with the way customers are moving to online for every single service they need, it is not easy for CMO’s to identify and fulfil the need of every single customer.
The obstacles are many, from data breaches to finding the right expectations, from scalability to flexibility and above all, treating every individual as smoothly as they are the first priority. Although many, if you look at the bottom line, the lack of identity management solution lies in the core of all these issues. The absence of a cIAM system that can effectively manage, secure and utilize customer data is causing obstacles for CMOs.
The world of identity management is witnessing drastic revolution. Identity management solution that comes with basic functionalities like social login and SSO are causing a difference between what a customer is expecting and what the business is providing thanks to the lack of customer insights. Although there are marketers who are trying their best to piece together several functionalities to address their needs but this solution too, is not as flexible and simple as it seems. Even it makes the process worse by creating more new challenges and the worst nightmare is seen by IT teams who are faced with security vulnerabilities. Don’t you think it is a small problem after all you are dealing with the precious customer identity data that is highly sensitive in nature.
Now enough with the problems, let’s come to the solution! Well, solution is the simple – it is to find the right customer identity and access management solution. There are many leading cIAM providers out there who have teams that possess the expertise to identify and address the challenges faced by CMOs while handling customer data while simultaneously growing revenue too. They have teams who are managing identities from decades and have all the skills that are desired to deliver.
The efficient identity management team helps businesses to implement an efficient cIAM platform that helps marketers to :
- Offer personalized experience to their customers.
- Provide a secure and seamless authentication to their customers.
- Sync omnichannel customer experience and create unified customer view.
- Securing customer identity data without causing data silos.
The digital world is getting highly influenced by the trends like internet of things, growing mobile usage, omni-channels, etc and a cIAM platform plays important role here by helping business to keep their customers secure and happy.