The bar for engaging customer experiences is constantly being raised by the Amazons, Googles, and Facebooks of the world. In order to measure up, organisations need developer teams that are creative, nimble, and efficient. They must deliver end-user experiences that are technologically advanced, frictionless, omni-channel, and relevant. But there are a few problems. First, developer resources are always in short supply. Second, devs are constantly wasting time on things, like identity and access management—when they could be focusing on core features and functionality. Identity isn’t easy. It's not something just any developer can do. Most devs will struggle to build products securely, but with minimal end-user friction. Minimally viable user experiences aren’t going to cut it. A secure identity service supports the key product attributes that contribute to engagement: Seamless omni-channel experiences Simple, compelling, and self-service onboarding Frictionless and secure experiences Personalised interactions In essence, devs should build out customer.
