With the right digital vision and identity orchestration in place, digital experiences can be convenient, secure and private, says Ashley Diffey, Head of Asia Pacific at Ping Identity.
The service industry has known for some time that experience is everything. However, not all companies have proven that they can deliver the level of experience customers expect.
Four years ago, 75% of consumers cited experience “right behind price and quality” as the driving force behind their purchasing decisions. A PwC study found that customers are also willing to pay a premium for superior service.
A lot has changed since then, making experience even more important in the eyes of customers. Digital has greatly raised the bar of possible experiences, which in turn has raised customer expectations.
One thing that hasn’t changed is that there is still an expectation gap between the kind of experience customers want and the experience they receive.As Focus on McKinsey & Company These days, “the opportunity to seize the edge in a digital or omnichannel experience is still wide open.”
When customers interact with your brand digitally, they expect the entire journey to be easy, personalized and frictionless. We also expect our interactions to be private and secure.
These are fairly reasonable expectations, but historically there has been some strain in trying to create experiences that are convenient, secure, and privacy-preserving.
Businesses tend to do very well on one side, but fall short on the other two. For example, security may be top-notch, but user experience isn’t really convenient, and data privacy is an afterthought. This often results in a digital experience that leaves neither customers nor businesses satisfied.
where customers land
A 2016 study by McKinsey & Company found that 30% of users prioritize ease of use and convenience over security when it comes to their experience. 10% prioritize security the most. The remaining 60% are willing to make reasonable tradeoffs in both convenience and security.
This study showed the problem when two hypothetical shoppers visited the same retail website. One customer can’t remember to log in, does a reset, and is “frustrated by what seems like a cumbersome process.” She already remembers one password, but decides the authentication is too simplistic and uses it to infer the security of the site.
“These two customers have very different expectations of digital security. One is about convenience, the other is about security. How can we make them happy? ?” said the researcher.
It is possible to satisfy both, or indeed all three potential customer cohorts. According to McKinsey, where businesses fail is adopting a one-size-fits-all approach that fails to take into account different customer expectations of their experience. Researchers recommended a more detailed approach to the problem.
Input: Identity Orchestration
Six years have passed since the McKinsey study, and not surprisingly, another option has emerged in the meantime.
One way to optimize convenience, security, and privacy in creating digital experiences today is with identity orchestration. Remove the complexity and friction across the customer journey to create a seamless digital experience while meeting the varying balance of customer needs.
Identity orchestration offers a flexible approach to designing, testing, and optimizing digital experiences, unifying convenience, security, and privacy without compromise.
It allows businesses to integrate identity services such as fraud detection, identity verification, and authentication into critical digital touchpoints at every stage of the customer journey.
Designing and deploying digital experiences using identity orchestration has three main advantages.
First, the best identity orchestration platform is either low-code or no-code. Instead, use an intuitive, graphical (“drag and drop”) approach to build seamless, secure, end-to-end customer journeys. This saves you weeks or months of developing custom integrations to connect multiple systems.
This also means teams can quickly iterate and test experiences without waiting for tech support. This means you can stay focused on what matters: delivering customer experiences that drive engagement and revenue.
Second, identity orchestration ensures a consistent experience across all channels. As the use of digital grows, so does the number of digital touchpoints that businesses need to design and maintain. Identity orchestration makes it easy to optimize digital experiences across multiple applications, devices and use cases, so your brand enjoys a consistent and personalized journey regardless of which channel your customers use. can.
And third, it gives businesses more control over the customer experience. Identity orchestration enables businesses to create flawless digital experiences with any customer identity or business service.
If you have a vision of the perfect digital experience, identity orchestration makes it easier. By seamlessly integrating the customer identity services you need with your business applications, you can design, test, and optimize digital experiences to delight your customers and drive business value. This eliminates friction, increases security, and ensures compliance with privacy regulations.