Key functionality from a customer perspective
A prospect visiting your site usually starts by visiting you anonymously, even if tracked by some cookies to further personalize your site tomeet their expectations. As they later engage with you, there is always at minimum a contact form to be filled-in. Once they buy some product or service from your company — they might need to provide extra information for a full signup to consume the company’s services online.
In digital B2C, the onboarding process is mostly self-service; most of the time spent while on-boarding happens via an online registration form. Nowadays this is often on a mobile device. To reduce the friction due to the manual input and verification of user attributes, your customer should be offered when possible the choice of signing up via a known public identity provider (Facebook, Google, or government ID for higher identity assurance).
Even in the latter case, the registration process ends up with a form submission, before proceeding to an entitlement check with your services.
The user experience of the customer on-boarding portal is therefore among the top priorities of a CIAM solution.
When your prospect later comes back after the initial sign-up, they still want to benefit from an easy online experience. Social login may be a proper solution to reduce the authentication friction, but there is clearly a compromise between the convenience and security.
Use of multi-factor authentication should be limited only to scenarios where the risk is high. To achieve this, the CIAM solution should support context-aware authentication and authorisation. To determine the risk of the transaction — all known factors should be taken into consideration, the geographical location where the transaction is initiated from, the device being used, the value of the transaction and many other things.
Single Sign On (SSO) is a must in a CIAM solution, when you have multiple portals to perform business functions, or to benefit from a federated or social login.
The self-service portal in a CIAM solution is the single application to view/update a profile, manage consents given to third party applications, reset password, manage credentials, manage preferences, and so on.
So not only should it be easy for a customer to maintain his own identity data, but also provide them with a high level of trust that their privacy is protected and enforced.
What does TrustBuilder offer as CIAM solution?
- Highly Scalable (Multi-million user deployments)
- Up to 99.999% availability
- Context-based adaptive authentication, combined with ABAC to achieve the right balance between security and user experience
- Omnichannel experience through consistent support of browser, mobile and API access