No brand can be successful without customer trust. But as organisations handle and store more customer data than ever—data that’s increasingly targeted by cyber criminals—that trust is harder to earn and even harder to keep. In my previous post, I discussed the various stages of the customer journey that are crucial to building and retaining user trust. This post will focus on one of those stages: Authentication. Let’s take a look at the challenges that businesses face when it comes to deploying secure authentication and explore the identity tools that can make it easier. 1. The security challenge As technology develops and enables businesses to better reach their customers, so are the threats that impact cyber security. Users now have hundreds of accounts across various providers, and that makes them particularly appealing to hackers who want to access their personal information. That’s why we’re seeing an increase in credential-based attacks.