Digital Identity Powers the Omnichannel Life of Pets

Posted by Keri LeBlanc on 10/7/16 9:30 AM

Robert Pearson is Global VP of Marketing & Ecommerce at Wagly, a pet care and services provider with campuses in California, Washington and Arizona. Pearson has held senior marketing positions at Swell, Men’s Wearhouse and other brands. He was named a Direct Marketing News "30 under 30" Top Marketing Executive in 2009.

UnboundID: Which customer experience values resonate with Wagly customers and how are you meeting them?

Pearson: At Wagly, we have a unique challenge in that all of the services available for pets, from daycare to veterinary, boarding and grooming, are underneath one roof. We have discovered that what the pet owner really wants is not just a simpler and easier experience, but someone who is looking out for the well-being of their pets. True pet owners can see the difference. We work to define the kind of customer we need and want and then we design an experience to attract them.

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Topics: Customer Experience, Consumer Identity and Access Management

Break Down Data Silos to Add Value Customers Will Appreciate

Posted by Ishan Kumar on 9/30/16 8:30 AM

Laurie McCabe is co-founder and partner with SMB Group, Inc., a technology industry research, analysis and consulting firm. She is widely known for her capabilities and insights in the small and medium business market in several areas, including cloud computing, mobile solutions, business solutions, social networking and collaboration, and managed services.

UnboundID: Are Internet of Things technologies (IoT) becoming a tool in the box for marketers yet?

McCabe: People get that IoT is a game-changer, but whether or not marketers see it as a tool is another question. I’m not sure they do yet. The potential is that through smart devices, marketers can learn a lot about customers and their preferences. For example, if your company makes a smart refrigerator and it partners with major grocery stores, it can help the consumer compare the prices of items between different stores and create shopping lists. So as the manufacturer, you can provide valuable content and information back to the consumer. It’s going to unleash a new way to think about marketing because now we can see data on how customers are using the products, not just what they are buying. From there, the vendor can think about how they can provide the value add that the consumer will appreciate.

I think the highest return potential on IoT will be for industrial use, in which IoT solutions help customers run their businesses more efficiently. These include, for instance, instrumentation to help farmers use resources more efficiently and improve crop yields. Or, a retailer might use “smart” store equipment, which captures data on air conditioning, lighting, locks and other systems, alerts retailers if there’s a problem and diagnoses the problem so service technicians know what parts to bring to fix the equipment.

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Topics: Customer Experience, Expert Interviews

Let Customer Insight Steer Digital Marketing Strategy

Posted by Michael Tarbet on 9/8/16 9:00 AM

Max Cron is the Creative Strategy Director at Online Optimism, a New Orleans-based digital marketing agency. His client work includes SEO and site optimization as well as social media.

UnboundID: Has technology changed everything for marketers, or are there still some “old school” tactics that resonate?

Cron: Today people sit and watch TV with their phones right next to them. Some brands will have a commercial that directs people to a social media page during that break, which can be really effective. At the same time, physical brands tend to overextend themselves on the Internet because they like the idea of digital marketing. A local supermarket doesn’t necessarily need to have a big push on social media. The newspaper ad is still valid for this industry. People still rip out coupons for the grocery store.

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Topics: Customer Experience, Expert Interviews

Turn User-Centric into Identity-Centric

Posted by Steve Shoaff on 9/2/16 9:30 AM

Improving digital customer experience is fundamentally an identity problem, yet many organizations are still operating with an outdated approach that revolves around the concept of “technology users” instead of customer identities.

Moving from a focus on “users” to “identities” may seem like a slight adjustment, but it’s a powerful paradigm shift that reshapes your entire infrastructure, and ultimately transforms the quality of your customers' experiences. Delivering seamless consumer engagement across multiple channels requires an identity-centric approach built on a single customer profile instead of separate databases of users created for each new application or service.

Once businesses embrace the idea that customer identities fuel their digital business initiatives, the challenge often becomes an Identity and Access Management (IAM) priority. As IAM pros shift to supporting digital transformations, one of the first things to understand is Customer Identity and Access Management (CIAM) is fundamentally different than the workforce IAM they have managed for the last several decades. A goal of workforce IAM is to reduce the risk and cost associated with onboarding and off-boarding new employees; the purpose of CIAM is to help drive revenue growth by leveraging identity data to acquire and retain customers.

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Topics: Customer Experience, Consumer Identity and Access Management

Identity Data Security Is Required for Digital Transformation Value

Posted by Steve Shoaff on 8/19/16 10:47 AM

A strong digital presence can help you engage with customers where they spend increasingly more time—on a growing number of mobile apps, online channels and connected devices. Digital business is gaining momentum and companies recognize that digital transformations are business critical. According to a Loudhouse survey, 86% of digital decision makers say that they have two years to make progress on their digital initiatives or fall behind the competitors.

As companies focus on digital transformation, they face many challenges, but one in particular has the potential to threaten the success of not only digital business strategies, but the healthy adoption of digital business as a whole. The issue of securing customer identity data has always been important, yet the negative impact of breaches is growing making it even more crucial to get it right. A recent Ponemon Institute report found that the cost of a data breach has increased by 29% since 2013, and this number is expected to continue rising.

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Topics: Customer Experience, Security Best Practices

Include a Unified Customer Profile In Your Growth Strategy

Posted by Dave Malcolm on 7/22/16 8:00 AM

Derric Haynie is a startup and growth marketer and founder of SplashOPM, a San Diego-based marketing agency.

UnboundID: What’s the role of customer identity management in marketing today?

Haynie: I am betting that new technologies over the next few years will allow better ways for marketers to manage and use customer data. I'm also envisioning a world where customers manage their own data and what they share with companies.For now, it's mostly a jumbled mess, with either too little or too much data, not enough analysis and insights, and not enough structured learning. Being a "data-driven" marketer is not an option; it should be implied.

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Topics: Customer Experience, Consumer Identity and Access Management, Expert Interviews

Liberate Customer Identity Data with Strong Security

Posted by Emeka Obianwu on 7/15/16 10:00 AM

Customer identity data can be your greatest asset. When your entire organization accesses and uses the data to engage with customers in one-to-one personalized interactions, make data-driven decisions, or provide relevant marketing offers, everyone wins. Customers have a better experience with your brand. Sales go up.

But there is a dark force holding businesses back from realizing this goal. Data breaches. The fear of theft and misuse prevents many organizations from using customer identity data to its full potential. Security concerns cause many data security teams and Identity and Access Management (IAM) pros to limit the flow of valuable information within the organization. What’s more, they often create cumbersome login and identity verification processes that result in bad user experiences for customers trying to access their accounts.

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Topics: Customer Experience, Security Best Practices

Survey Results Reveal the Application Features Customers Want

Posted by Derick Townsend on 6/3/16 8:59 AM

Identity and Access Management (IAM) is undergoing a transformation as more IT and IAM professionals are being tasked with supporting digital business initiatives. From e-commerce to mobile apps and Internet of Things (IoT) projects, one unifying theme is the need for identity data to enable customer engagement across these different channels. Technology teams, c-suite executives and analysts, like Forrester and Gartner, are recognizing Customer Identity Management (CIM) as an emerging requirement to deliver digital customer experiences that grow business.

More businesses are focused on omnichannel and digital innovation, and IT and IAM professionals are rapidly implementing new customer-facing application features that enhance online, mobile and IoT device engagement. But, the list of needed features can be long. Capabilities such as Single Sign-On (SSO), Multi-Factor Authentication (MFA), Data Privacy Management, Policy-Based Authorization and Self-Managed Accounts are just a small sample of the many different possibilities. It’s hard to know which ones to implement first and where to allocate internal resources including budget and time.

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Topics: Customer Experience, Data Management

Using Data to Improve the Healthcare Customer Experience

Posted by Caroline Castrillon on 6/2/16 9:37 AM

Ingrid Lindberg is a consultant, speaker and advisor in the customer experience field. She has held Chief Customer Experience roles at Prime Therapeutics and CIGNA. Beyond healthcare, her experience also spans into financial services, packaged goods and retail.

UnboundID: What are the top customer experience challenges in healthcare today?

Lindberg: At one of my early companies we were trying to bring healthcare consumerism into the space. This was in the early 2000s. We wanted to create a change in consumer behavior so that individuals would take more accountability for their purchases. The payers really went after that, and they were creating all these transparency tools. But they failed to do this in a way that was easily understandable and consumable or in a way that delivered a decent experience. Many people over the last few years have said that buying healthcare should be as easy as buying a pair of shoes on Zappos. Well, it’s so much more complex than that. It will never be quite that simple. Yet plans haven’t done a good job of putting all the information they need into a package that is easily consumable.

As for providers, they have been experiencing all of these compensation changes and other disruptions due to health care reform. So they are in some ways caring more about the patient experience while people are in the care setting. But they are still not connecting the dots to the plans. What’s happening is that consumers are still sitting between the people who are giving them care and those who are paying for it. That tension has been mounting for a decade.

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Topics: Customer Experience, Consumer Identity and Access Management, Expert Interviews

Identity Management Fights Poor Customer Experiences

Posted by Bjorn Aannestad on 5/20/16 11:17 AM

Companies recognize that customer experience is now the defining criteria for digital business success, but getting it right is easier said than done. One of the most common customer experience challenges facing businesses is the issue of data silos. It's a problem that bleeds through from the data center to the front lines of customer experience in the form of multiple sign ups and logins. The result is a long list of different accounts. Customers must re-enter information multiple times, not to mention create and manage multiple passwords.

Online and mobile interactions that annoy customers have always been brand liabilities. In today's digital world where customers have a range of choices at their fingertips, these frustrating experiences are even more detrimental to business growth and revenue success. A sign in page that looks like a multiple choice test can be a tremendous barrier to brand affinity and loyalty.

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Topics: Customer Experience, Consumer Identity and Access Management