Four Ways to Improve Customer Experience with a Modern Identity Service

Organizations want their dev teams to roll out great new experiences that attract and retain customers while improving their lifetime value. However, today’s end users are trained by the Googles, Amazons, and Facebooks of the world to disengage from experiences that aren’t technologically advanced, frictionless, omni-channel, and relevant.

You are struggling to find enough developers to execute on all the things you’re trying to accomplish. Important initiatives are weighed down by the burden of legacy infrastructure, including outdated identity systems (e.g. WAMs) built for yesterday’s apps.

Developers are moving away from monolithic app architectures towards modern app development, leveraging new methods and tools such as API first, containerization, and microservices. 

In order to unify the customer experience and drive engagement, there needs to be an identity layer serving as the connective tissue between apps, devices, channels, and experiences. A modern identity service helps dev teams speed up time to market and deliver the following key product attributes that drive engagement:

• Seamless omni-channel experiences 

• Simple, compelling, and self-service onboarding 

• Frictionless and secure experiences 

• Personalized interactions 

Modern identity enables seamless omni-channel experiences

Even though Amazon is the undisputed king of online retail (accounting for 40% of online sales in 2018), the e-commerce giant isn’t just doubling down online. It acquired the grocery store brand Whole Foods and will be opening up retail locations to serve omni-channel customers. 

Omni-channel customers (roughly 70% of