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CIAM: must-have for an Emotion-Centric strategy

January 23, 2020
2 min

Customers have become the focus of attention. Now, the challenge is to get to know them as individuals and to identify their interests, tastes, likes, and dislikes.

The big data processing and analysis technologies of today are capable of producing extremely effective results related to customer knowledge and personalization. But to realize the full potential of this precious data means having to be able to identify your customers. CIAM (Customer Identity and Access Management) encompasses all the practices needed to collect and manage customer identities.

Customer knowledge: a must for brands

Customers have become the focus of attention. Now, the challenge is to get to know them as individuals and to identify their interests, tastes, likes, and dislikes. The idea is to predict their behavior in order to guide them, influence them, and build their loyalty. To achieve this, we need to capture and structure increasingly fractured data from a multitude of sources, including websites, social media, applications, customer service, and more. Several trillion bytes of data are created every day!

Accessing this information is the Holy Grail for any brand. Personalizing the customer experience is seen as a major competitive advantage by more than 86% of companies. But we need to go beyond "Customer Centric." Marketing experts recommend recentering corporate strategies around individuals and emotions. This higher level of personalization means that companies need to get to know customers on a personal level. Still, the first step is simply to identify them!

Offering convenience and immediacy to demanding users

The earlier the visitor is authenticated, the more the company can customize their experience. Customers, for their part, are becoming increasingly suspicious and demanding, and they expect a smooth and secure experience. A full 31% report that they leave a site if they have trouble remembering their login information. Authentication solutions are evolving in this direction, and Social Login specifically addresses calls for immediacy. Just one click is all it takes to sign up or sign in, thanks to social network connectors.

This approach, which is very popular among consumers (77% say that Social Login is a good thing), also ensures that consumer data is reliable. It is reported that 44% of French people admit that they have provided false information when completing a form, but the situation is different when it comes to social media, where people regularly share reliable data and updates. Social Login is a win/win process, but it gives us only one aspect of customer knowledge. We still need to analyze social data and integrate what we learn into an "Emotion Centric" strategy.

CIAM: knowledge and engagement

CIAM, which stands for Customer Identity and Access Management, encompasses all the practices needed to collect and manage customer identities. It breaks down the silos between the customer contact points and the brand, offering an intuitive and personalized experience across all channels, devices, and communication media.

CIAM goes beyond authentication. It is built on a model that positions a single interface between the data sources (point of sale, website, mobile app, after-sales service, etc.) and the company's marketing solutions (CRM, DMP, analytics, ads, etc.). The goal is to unify and centralize customer data so that it can be aggregated into a single identity.

Through in-depth analyses and detailed statistics, businesses can tap into the wealth of collected data and develop strategic insights. Customers can then receive hyper-targeted content and offers resulting from "Emotion-Centric" marketing and business strategies. With CIAM, it is possible to create audiences based on their needs, expectations, and preferences and thus refine the strategy for winning and retaining customers. In some cases, companies can also confirm the wants and interests of consumers in real time to ensure the potential success of any advertising investment or the launch of a product or service. This approach bodes well. After all, with a CIAM strategy, we see conversion rates up by over 33% and by 50% on mobile devices.

 

 

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