Forum21 Europe

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Overview > Modernising Digital Experiences for Customer Loyalty

Modernising Digital Experiences for Customer Loyalty

Loyalty is a relative term when it comes to customers. But what we can be certain of is that great customer experience creates both trust and increases the chance of renewed custom. Expectations of frictionless, seamless customer experiences transcend sectors and must be balanced with security, or customer trust can be lost overnight.

Duncan Brown VP of Enterprise Research Europe, IDC

The Future CIO: From Crisis Management to Enabling the Future Enterprise

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After a rocky 12 months, the No. 1 challenge for today’s CIOs is to plan resilience. In particular, digital resilience - the ability of your organisation to leverage your digital capabilities to not only restore business operations in the face of disruption, but also capitalise on the changed conditions.

Key to this is a digital dream team comprising leaders in customer experience, operations, human resources, technology, finance and security. IT budgets may increasingly be away from the CIO’s direct control, but it will still be their responsibility to integrate new technology into a coherent plan.

Many customer and workforce experiences will require a trust shift. In retail, the rise of contactless kerbside pickup requires customers to put their trust in people they may never meet, like delivery drivers and stock pickers. The digitally resilient organisation drives trust by focusing on its key components: social responsibility and ethics, security, compliance and privacy. Getting this balance right is paramount – because trust takes a long time to build, but can be lost in an instant.

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Jiong Liu Director, Product Marketing – Customer Identity, Okta

Modernising Digital Experiences for Customer Loyalty

The right balance of usability, privacy and security is key to building seamless digital experiences for your customers – and identity is critical to achieving it. There are 4 pillars organisations must consider:

  1. Frictionless experiences – delivering a consistent experience across all the apps and devices a customer may be using, in particular across the registration and login processes

  2. Security for today – the identity service must be rigorously secure to prevent security breaches, mitigate fraud, and meet compliance and privacy requirements

  3. Centralised management – to efficiently manage access decisions across the multiple applications and devices customers may be using, in particular by automating identity-centric workflows

  4. Speed to market – customer experiences are ever evolving, requiring development teams to continually build and iterate. With a rich developer toolkit, developers can offload identity to Okta and focus on strategic goals

By integrating identity across your technology ecosystem, organisations can keep environments in sync and provide the best possible experiences for their customers.

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Erwan Conq CIO, Engie

Customer Perspective: Engie

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Like other energy companies, French provider Engie has diversified its offering from pure energy supply to include equipment services, such as heat pumps, solar panels and charging stations. This is increasing the number of touchpoints for its 10 million customers, creating a need to offer a consistent, secure user experience across all these channels.

The trust relationship with the customer is key. As customers, we use energy, but we don’t see it. We see only the relationships we have with our energy provider – whether we’re calling customer support, reading our bill or interacting via an app. Trust is a key differentiator in the decision to purchase.

As energy becomes more complex, Engie believes it becomes more important to have a deep knowledge of your customer. To sustain trust and build loyalty, it aims to make energy simpler for customers, through offering them the right interaction, product or service, at the right time.

Deploying Okta has allowed Engie to set up single point of truth for its customer identities, helping it to better know its customers, track their interactions with the brand, and build a seamless end user experience through all its services.

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Report

The New Workplace Report 2021

The global shift to remote work, and more recently the increase in hybrid work, has transformed the way we live and operate, causing long-lasting implications for the future.

eBook

Customer Identity & Access Management

Discover how modern CIAM can help your organisation deliver secure, seamless digital experiences for your customers and partners.

Whitepaper

Getting to know Okta Adaptive MFA

With Okta Adaptive MFA organisations can have enterprise grade security with a great user experience.

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