In the hyper-interconnected, instant-gratification, appified world that we all live in, it’s more important than ever for organizations to be able to engage deeply with their customers. In the past organizations maintained identity management systems that were primarily systems of access. They ensured that users were who they said they were, and allowed them appropriate access to appropriate systems. These solutions were adequate for most organizations through the ages of the mainframe, client server and the early days of the Internet.
In the late Internet and then social/mobile era, these systems of access are rapidly being replaced by systems of engagement; where the entire experience delivered to users is generated dynamically. We now expect organizations that serve us to know us intimately, to understand our wants, needs and desires, and to deliver to us exactly what we want, exactly when we want it. Indeed, we’re now starting to expect our needs to be met predictively, before we even know that we have them. And, once one organization starts to deliver what we want in this manner, we’re ruined for anything less.