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Learn how AAA is Leveraging Okta to Deliver an Omnichannel Experience

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Vishal Rohilla: Hello everyone. Thanks for joining us. Hope you all are staying safe and taking care of yourself and the others around you. Let me start by introducing myself and my fellow presenters.

Vishal Rohilla: I'm Vishal Rohilla. I've been working at Okta for over five years, and I'm very passionate about helping customers solve their business problems. I have Ryan Schaller and Randall Stomp with me, presenting today about how CIAM platforms help businesses, and more importantly, how retail businesses transform their omnichannel strategy. At the same time, we'll talk about how AAA is leveraging Okta to transform their digital experience as well as building the omnichannel strategy.

Vishal Rohilla: So before we jump into the problem statement, let's understand, what is a great omnichannel experience? Before I get into the presentation, I have to make that statement that this presentation may contain forward-looking statements. So please refer to the accompanying slides for more information.

Vishal Rohilla: All right, let's get started. So, now looking at this picture from the business owner perspective, what is a great omnichannel experience? Every business has a web presence, websites, if you will, mobile applications, many, especially for retail businesses, stores and kiosks that people interact with, email that companies use to connect with their customers, and partners, and so forth. Social media presence is pretty important these days. Call centers. At the same time, other digital personas, as needed, for the business.

Vishal Rohilla: But if a business has all of that, does it mean they have a good omnichannel experience? I'm not sure. Let's find out. Let me take an example. So, when was the last time you ordered a latte at Starbucks? I'll take my experience first. The other day I was running late for a meeting. In the morning I woke up a little late, so I really needed that morning dose of coffee. So, before I jumped into my car, I used my Starbucks mobile app to order a drink for me.

Vishal Rohilla: So when I opened the mobile app it already knew my favorite drink that I usually order. It helped me find the location that was on my way to the meeting. While I was ordering, I chose my rewards points, which is using the credit card that already was part of my profile.

Vishal Rohilla: So once I finished ordering, I drove to the location. When I arrived at the store, my drink was ready with my name written on it. And when I looked on the left there was a huge lineup of 15 people. So I realized that I was able to shave about 15 minutes of wait at the store itself, which means it helped me get to my meeting a little earlier, well within time.

Vishal Rohilla: So let's double click that user experience for a sec, because a lot happened there. From the ease of using the mobile app, to the convenience of the app knowing my favorite drink, to one-click order via rewards points, now all of those steps created a seamless omnichannel experience for me. So that not only made my interaction with Starbucks as a brand easier, but it also compelled me to choose Starbucks over other chains if I have to order in future and I'm running late for my meeting already.

Vishal Rohilla: So now let's look at how... Let me quickly move. Okay, so this was a good example for a food and beverage industry. Now let's look at how some of the other brands in the apparel industry are transforming their omnichannel experience. Nike comes to mind. Nike has been transforming and growing their digital business tremendously, with 35% year-over-year growth revenue coming from digital.

Vishal Rohilla: Their mobile apps, their many mobile apps. A couple of mobile apps that stand out, one of them is SNKRS, it has 170 million total members today and the app itself accounts for 20% of their digital business. Humongous.

Vishal Rohilla: Now, the app is pretty simple. It shows you all the sneakers that are available today at the same time, the new models, colors, types that are coming out. You can create your profile, get alerted for discounts and sales in the area. You can also share the sneakers with the people you know, your family, your friends, and so forth. It's amazing how it transforms the experience for users and drives the business.

Vishal Rohilla: Now, not only that, Nike is also investing tremendously in transforming their in-store experience. And Nike retail app comes to mind. So if you have a Nike retail app on your phone and you walk into a store, the app immediately recognizes you as a user.

Vishal Rohilla: It not only helps you to scan the product in the store, for example, if there's no size available, if there's the same size available in the area where you want to, and so forth, it also helps you check out if there's a long line. So literally, you can walk into the store, find what you want, check out from the app, save some time, go with your business. So great omnichannel experience there as well.

Vishal Rohilla: Similarly, there's a couple other logos you see. Nordstrom and Lululemon, both Okta both customers, are also increasingly improving their omnichannel experience via social media, deploying technology solutions, and store-focused processes and community outreach.

Vishal Rohilla: Now, not only the apparel industry, but the global brands, like Apple, has tremendously invested in creating seamless experience, combining physical stores, web, and mobile apps to enhance their consumer experience, and in turn driving sales. You will see the nice look and feel that all Apple brands have sitewide, in the store, on the site, on the gadgets that you buy and so forth.

Vishal Rohilla: Now, from getting the appointment at the Genius Bar in the store via Apple.com, iCloud.com, or maybe the mobile, to being informed when someone is going to be ready to see you, to being notified if you're picking a delivery from the store, to one-click buying experience of your favorite iPhone.

Vishal Rohilla: For example, I think a few months back while I was upgrading my iPhone to iPhone 11, I went into the store, I chose the color, I talked to the associate, and the associate helped me buy the phone in less than three minutes. And by the way, I chose the finance approval this time, I just didn't feel like paying $1,400 for the phone, but all of that happened in less than three minutes. It's amazing how they've connected the consumer experience.

Vishal Rohilla: Now, last but not the least, I also want to talk about Disney a little bit. A huge entertainment brand. Now, Disney's omnichannel strategy is in the smallest details. Their web properties work perfectly across all devices. They are fully responsive in design, but the real omnichannel experience starts when you use their mobile application.

Vishal Rohilla: Before you go to the park, you can plan the whole trip with the mobile app. Once you get to the park you can use the app to check how long the lines of the favorite rides are. You can find yourself on the map, so you can move from one area to the other. You can also plan your whole day as well, if you want to change, for example, some rides are not ready for you, and so forth.

Vishal Rohilla: Now on top of it, Disney has also introduced MagicBands. They just take the omnichannel experience to the next level. They are sort of like key to the park. They identify you, who you are in the park. You can use the MagicBands to get into the rides, to unlock your hotel doors if you're staying there, integrate your FastPass+ so you can skip the line. And it also helps you to actually store your photos. So it's amazing. Connecting from planning the trip to everything you want to do in the park with your schedules. Amazing omnichannel experience.

Vishal Rohilla: Anyhow. Now, if I look at all these brands, they're doing some great omnichannel strategies out there. But if you look, are all the brands following the same practice? Let's look at some of the data.

Vishal Rohilla: So, if you look at the left, in 2019 the total retail sales in the US was about $5,400 billion. And smartphone and PC-driven sales contributed to over $500 billion out of it. That comes roughly to about 11%.

Vishal Rohilla: Now, if you look at the statistics on the right, that further validates. So at the top you will see the decline in the offline retail, and at the bottom, from 10.5% to 11.2% in Q1, Q2, and Q3, the revenue for e-commerce did increase. So that further validates that in-store revenue sales, even though it's pretty huge, is declining, but online sales in the retail business in the US is increasing year-over-year.

Vishal Rohilla: Now, the data set here validates what's going on in the market. So, this dataset shows you the total number of stores that closed in the last 15 years in the US. If you look on the right, in 2017, '18, '19, you'll see a steep curve going up, which is validating that there's a number of closures in stores all across, which is a lot higher than 10 years ago.

Vishal Rohilla: Now, what does that tell us? That tells us that a lot of brands are going out of business. A lot of businesses are closing their stores. Now, a study tells that a common factor is a lot of these brands were really dominant a decade ago and they couldn't transform themselves in the digital game so their revenue didn't really go with the business, and they had to close their doors. So there's a synergy there in the dataset that's coming out in the business as well.

Vishal Rohilla: But what does it mean? Does it mean digital is going to take over the in-store experience 100%? Not necessarily. Let's find out. So people buy from people, we all know that. There's no denial in that statement. Now by deploying a combination of technology solutions in the store, and empowering the human associates, which is a differentiating factor for in-store sales, the human associate. If you empower your human associates with technology, that is a key to success that's working out for all of the brands that I talked about to take advantage of the in-store experience and connecting with technology.

Vishal Rohilla: So let's find out why that happens. So, this shows the dataset. This slide shows the dataset of a study that happened among thousands of global shoppers that shop at these global brands, and the thousands of human associates that work for these brands.

Vishal Rohilla: So if you look on the left, about 50% of shoppers felt better connected with in-store associates if they were technology-empowered. 56% of associates also felt the same. On the right, two thirds, about 75% of in-store associates felt that deploying technology solutions just improves customer service off the board. So this further validates.

Vishal Rohilla: Now, we looked at why omnichannel is important. We looked at some great tools, we looked at the recent trends. Now, if a business has figured out the omnichannel strategy and they have deployed, where do they go next? Now, the key part of the deploying omnichannel strategy is to further drive top-line growth and get efficient in connecting with your consumers. What does that really mean?

Vishal Rohilla: So by deploying an omnichannel strategy, you can build models around consumer behavior. So for example, where do consumers tend to shop more? Do they go online? Do they go to the store? Are there certain items, or brands, or commodities more popular online or in-store or vice versa. Now collecting that dataset and connecting the dots to drive proactive marketing decisions, advertisements, and community outreach help the brand drive the top-line growth.

Vishal Rohilla: So it's pretty simple. Track where your consumers come from: in-store, online, mobile app, community. Build that consumer behavior, feed it back into your marketing platforms, your customer-focus platforms, build a consumer profile, and go connect with your customer on top of it, which helps you get to open more channels so you can sell more to your customers going forward.

Vishal Rohilla: Now, if you look at all of these systems integration together, there's one core part here. How do you connect and build the consumer behavior in all of your systems? It all looks great on paper, driving omnichannel strategy, but it's pretty complicated.

Vishal Rohilla: First of all, there are different strategies that work depending on the business you're in and there's a plethora of systems. You have master data management systems that take care of your data, you have enterprise data warehouses, you have inventory you manage, you have your stores, you have your marketing systems, you have content management systems, and then you have your mobile apps, web apps, all customer-facing apps.

Vishal Rohilla: Now, how do you connect all that? So a typical way to look at that, you can divide these apps into two sections. One is customer-focused apps and the other is back-end apps. So for example, your call center system, your mobile apps, web apps, your in-store experience, all of that is customer facing. And at the same time call center, as I mentioned already.

Vishal Rohilla: However, master data management, inventory systems, warehouse, and all of that are back end that either your employees associate or interact with, or your partners and suppliers and so forth, so they're not customer facing. So let's divide that.

Vishal Rohilla: Now, after dividing that, you can connect all those systems to build that consumer behavior. How do you do that? Let's look at that. So after you have divided these internal and external apps, the CIAM, the customer identity platform, becomes critical here.

Vishal Rohilla: So for example, let me think of examples. So if you are doing an advertisement over social, so for example you put up an advertisement on Facebook, someone clicks that advertisement, they land on your web and mobile app. There's an identity hop that happened from social to your web and mobile app. Now the person browses on your catalog. Once they are done browsing, they choose the item, and then they order.

Vishal Rohilla: So from social media, to your web and mobile app, to your catalog that's going to your master data management system and e-commerce platform, to your payment system, the identity traverses all across. You have to be able to connect those dots. That's why it's very important. And further, as I mentioned, feed it back to your marketing focus systems and take advantage of it.

Vishal Rohilla: Now, this looks great, but let's see how complicated or at least a recommended approach into what businesses are doing in the industry to build this omnichannel experience. So I'll start from the left. This is by the way, a customer. This is a reference architecture for one of the customers who is doing the omnichannel strategy and transforming their digital experience with Okta.

Vishal Rohilla: So on the left, as I mentioned, these are all customer-focused apps. Now, each of these apps, at least, will need to capture the email in the initial interaction. For example, asking for the email to get up-to-date discounts and deals in the future.

Vishal Rohilla: Similarly, getting user info from other systems like live chat or third-party community after, such as yoga studio or a gym, if this is omnichannel strategy for a retailer, and then driving that identity data to the back-end system.

Vishal Rohilla: Now most of these systems will support standard protocols for integration. A typical method for connecting all these systems is via API gateways. So most of the companies these days are in a hybrid IT environment where they have e-commerce systems, their cloud system may be Azure, AWS, GCP, they build applications on top of it.

Vishal Rohilla: So all of the cloud systems usually have API gateways. So API gateways help you stitch the data integration part of this architecture. However, API gateways don't necessarily always support all the identity-specific integration, so that's where the customer identity platforms come into the picture, but let's wait for that.

Vishal Rohilla: So you connect all your front-facing apps to the API gateways, and then connect the user experience, in terms of customer identity. So for example, onboarding of the users, registration of the users, authentication of the users, authorization of the users, what they can access, what they look at, reporting and analytics, which is another really important part. Connecting all that.

Vishal Rohilla: That's your CIAM platform right there, driving all that from front-end labs via API gateways to the back-end systems: for example, your e-commerce system, CDP, your data warehouse, and so forth. So connecting all that via standard protocols helps businesses start connecting dots, in terms of identity.

Vishal Rohilla: Now, one of the important parts of this is at the front of the user experience, which is web and mobile, which is becoming very crucial. If there's friction in that part, customers tend to basically leave your sites.

Vishal Rohilla: So there's three more very important aspects that help customers drive that frictionless user experience. So for example, passwords are amazing and passwords have been around for a long time, but we also know that creating a unique password, remembering it, and making sure not duplicating it all across due to security reasons is one of the most daunting tasks. Hence passwordless experiences are on the rise, which is actually one of aspects on the left side, true passwordless experience.

Vishal Rohilla: Now, the other one is progressive profiling. Only ask for information needed at some point. So for example, ask for email first. Don't ask for a lot of information. Second, when someone is checking out, then ask for maybe their shipping address, when they are paying, then ask for their credit card details. So ask for needed information where they are in their journey. So that's one part. That's what progressive profiling is. CIAM systems tend to help customers on that lot.

Vishal Rohilla: The last part is per-app experiences. So let's look at an example. Everybody's global. They have a lot of products, subsidiaries. For example, Nike has so many product lines: Nike, Nike Plus, Jordan, Air Jordan. So there's a branded experience for consumers who like that. Similarly, they have different subsidiaries like Cole Haan, Hurley International. All of these brands need custom branding and propositions for their customers. So how will you drive all that when you're doing frictionless experience with customer identity?

Vishal Rohilla: So this is very important. That's where the customer identity platform like Okta helps you drive that quickly and securely. Now that we talked about that, that brings me to AAA. So if you look at all these omnichannel strategies, from driving consumer behavior and so forth, but what if you cannot even identify a user uniquely in your environment? That's very critical, so a good omnichannel experience or strategy starts from: you define your identity.

Vishal Rohilla: Now, AAA is one of the Okta customers that has chosen Okta to solve the unified identity problem, as well as build their omnichannel strategy. With that, my friend Randall will introduce himself and helps us understand how AAA is transforming the experience for them. Randall?

Randall Stomp: Yes. Thank you Vishal for the great introduction. As mentioned before, my name is Randall Stomp and I'm an architect at ClubLabs, part of the Auto Club of Southern California. My main focus in the last month has been on migrating millions of our existing users over to Okta, our new customer IdP.

Randall Stomp: So before going into our use cases around customer identity, I want to get you familiar with the American Automobile Association, you might know as AAA. AAA is a federation of motor clubs throughout the United States and was founded in the year 1900. The motor club I work for, Auto Club of Southern California and an additional eight clubs for Auto Club Enterprises, and created the single largest club being part of the AAA federation.

Randall Stomp: Our club now serves over 17 million members in 21 states. The picture on the top of the slide is the building that used to serve as our main downtown Los Angeles office and was completed in the year 1923. This is the building I also currently work in. The bottom picture was taken recently in the same building you just saw and now serves as our home for ClubLabs.

Randall Stomp: While we truly value our members and our more traditional brick and mortar branch location, our mission with ClubLabs is to improve our members' digital journey through solid and innovative digital solutions in our different lines of business.

Randall Stomp: You might know AAA as a company that provides you with a membership and tows your car when your car is broken down, but our group, ClubLabs, largely comprised of architects, engineers, graphic designers, and product managers are there to improve the digital experience for our different lines of business.

Randall Stomp: Last year, we started our journey to use Okta as our customer IdP for our existing members. Since we already supported millions of our members throughout our nine clubs, the first order was to migrate our existing users and application for customer registration and login. We successfully integrated Okta for our web and mobile applications.

Randall Stomp: In the past, each of the nine clubs had its own unique log-ons, so working towards a unified identity using Okta Universal Directory reduced our complexity with duplicate users. This will allow us to have a unified experience for every member, no matter what club they belong to.

Randall Stomp: To continue our journey, we want to work on providing our members with an omnichannel experience with Okta as the core component and acting as the glue that makes this all a reality. Having a stable and feature-rich customer identity cloud platform will free up our teams to embark on this journey. So next up, I'll demo our current mobile application for our members. So let me start sharing my screen.

Randall Stomp: All right. So what I'll demo today are four components related to our customer identity experience. The first component starts off with enrollment. This is broken up for us in two separate flows. It starts with creating a membership, and then is followed by signing up for an online account.

Randall Stomp: The reason for having two flows is because we're having numerous ways of becoming a AAA member. This could be in person at a branch, or it could be through physical mail, where you can simply activate your membership accounts, or you can do it here through your online experience. So what I'll show you here by clicking on more, I can join as a new member.

Randall Stomp: Once I do that, I have the ability to create a membership. Right now since I'm brand new, my only membership that is available is a classic membership. So if I select this, I can fill out my first name, I can fill out my last name, I can continue down the path of filling out the remainder of the questions, such as my contact details. I can add additional members and additional membership options, which then allows me to finalize my membership account.

Randall Stomp: After that is completed, I can also sign up for an online account, which I'll show you separately right now. Sorry, just let me go back. So register for my account. This is where I can tie my existing membership number to an online account. So if I provide my membership number here and my zip code, next up, and go through these steps, I can answer additional questions followed by providing my login name and setting up my passwords.

Randall Stomp: So that would really complete my enrollment, which after that fact, I can identify myself going to the applications either on the web or on the mobile app. So let me go to the native mobile app. So I showed you the first components, which are enrollments. The second component here is identity.

Randall Stomp: So since I already set up my account, I can provide my username and password in these fields, which allows me to log in, or since I've already done this in the past, I can use my phone features, in this case, Face ID on the iPhone to log in.

Randall Stomp: So by clicking on the little face icon on the password field, I'm able to log in. So basically what's happening here in the background, I'm actually being verified by Okta in the background. And now, I identified myself being who I am and having access to the application. So that is the second component, identification.

Randall Stomp: Moving onto the third component is authorization. And the best way to show you this is showing you one of the existing OAuth flows that we have in our apps. So by going to more and clicking on “My Insurance Policies,” I can see that I currently don't have an insurance policy associated with my account.

Randall Stomp: So what does this mean? Ultimately it means I never signed up for any kind of insurance in this case, so that's why I don't show anything. If I did sign up and if I did have an insurance product associated with my account, it would show here and I would be able to manage it from here as well. If I want to, I can get a quote to add it on to my account. So that's the third component, authorization.

Randall Stomp: In addition to that, once I'm logged into my account, I have pieces available to me that are part of the regular member experience that are available to everybody. So this ties into the fourth component, which is our journey towards an omnichannel experience. So our goal with AAA is to provide our members with the best possible service where we basically give them access to what we consider our different lines of business.

Randall Stomp: So thinking about travel, discounts, road services, financial, are just some of these examples. So if I scroll down, you can see that I can manage my membership here. In addition to that, I have the capability to see my discounts but in close proximity of me, and so forth.

Randall Stomp: So in addition to that, if I move onto the different tabs, I have the capability to go in bigger details, for example, looking at my discounts based on category, I can book travel that is available to me as a member.

Randall Stomp: And lastly, roadside services where the phone app will determine my location, or my phone would actually determine my location. If the address is considered correct, I can set my breakdown location and move on to basically send the tow truck on its way in just a couple of minutes.

Randall Stomp: So that is really my summary of what our current membership experience is like on a mobile phone. So moving on, I'd like to ask Ryan from Okta, we have just seen the membership experience. What if we want to make some of these features available to non-members? So how could Okta help with that without us developers having to work on creating everything ourselves. So Ryan?

Ryan Schaller: That's a great question. Looks like I can share my screen right here. So it's a good question and it actually brings up a good segue for what we call the Okta Identity Engine. It's something that's coming up for Okta, it's considered to be an upgrade. And I'm Ryan Schaller. I just wanted to give a quick introduction about myself. I've been a developer for over 20 years now and have done pretty much everything from security, infrastructure, and development.

Ryan Schaller: And when I think about your problem statement around having non-members come into AAA, it does remind me back to what we have over in Okta as the Identity Engine. So it's a way for us to be able to understand the context of that user, so in this case, it's a non-member coming into AAA. And if you're looking at these two types of use cases side by side, most likely this is what the pattern that they're going to follow.

Ryan Schaller: The first person is going to browse the app, potentially just look around at the services available for AAA, and the second pillar would be really a ready-to-transact person. Someone who's willing to be able to purchase something from AAA, again being a non-member scenario. So it's a good way for us to be able to provide that.

Ryan Schaller: And in the Okta Identity Engine, we really break apart what traditional components, which were typically associated with Okta, and they really allow you to be able to provide a low barrier to entry for those non-members, and then to be able to progress their profile and also potentially provide a passwordless experience overall.

Ryan Schaller: So let's dive in. So over here on my left side, I have a AAA site and I'm going to come in as a non-member and it looks like I have some available services for me to potentially choose. Let's go ahead and check travel.

Ryan Schaller: When I click on that, what I'm presented with is a registration form, it looks like. So from here I can actually punch in my information and I can choose to go ahead and receive some consent information. But I don't want to receive any promotional emails from my partners. So let me go ahead and click register.

Ryan Schaller: Now, it's important to note that in my app config I actually have three different OIDC apps configured. So what you just saw was the initial policy, or initial app, that is basically associated with people who are just browsing by and looking into the site, just like we just saw.

Ryan Schaller: So if we look on the Okta side of the configuration side you can see that I've actually generated that form from elements configured in this policy here. So this is the enrollment process. So from here I'm asking for my email, first name and last name, as well as that consent information. The cool thing about that is I've actually been able to send that over to Salesforce as a new record and finish up with a Slack channel notification.

Ryan Schaller: That notification sound you just heard was this process going into effect. And if we go in and we actually look at that Salesforce record, we can see that Randall, or in this case Ryan Stomp here, was just created. And when I click on the details of that user, I can see that they've selected to just have marketing email consent.

Ryan Schaller: So it's a good way for a person to have a very low code solution to be able to not only allow a person to browse the app, but also be able to drive that into other channels like the Salesforce and marketing teams to be able to effectively market to me as Ryan Stomp in the future.

Ryan Schaller: The other important thing to note is that when I logged in here, I wasn't actually presented with anything from a password perspective and it's because of this policy associated with that OIDC app. I've selected to have no authentication associated with that and it makes it really easy for me to start browsing and get information without actually being very intrusive to the user. Cool.

Ryan Schaller: So now, let's go over and look at this travel package that I have selected. This looks good. So I'll go ahead and click the purchase button. And what this does is this actually is asking me to verify who I am and by doing this, it's saying, let's go ahead and ask me to do this magic link. Okay, that seems interesting. So let me go ahead and select that. It says that the email has been delivered to my ryanstomp39[at]mailinator.

Ryan Schaller: So if I actually go over into a different browser, you can see that that email and the verification link is just sitting there waiting for me. When I click on that in this Firefox browser, I can just choose to verify it, looks like. So I'll go ahead and choose that. And now, it's progressed me to the next part of the collection of information around my user.

Ryan Schaller: So here I am and it's asking me, what time's a good time to call me? I'll say night and then I'll go ahead and provide a phone number for test purposes, and I'll go ahead and hit submit.

Ryan Schaller: So it looks like I've completed that transaction. Now, let's go ahead and take a look at the policy that drove all that experience. Again, I was able to associate this OIDC app that was configured to enforce that a Magic Link must be invoked, or a Magic Link scenario must be completed, in order for me to complete that purchase. So it verifies who I say I am and it allows me to ask for additional profile elements for this secondary enrollment policy.

Ryan Schaller: So in here I'm actually choosing to ask the user for, when is the time that I would like to be contacted as well as the phone number. So the cool thing about this is that I could actually choose to say that maybe let me trigger another web hook that says notify that user or go ahead and call them tomorrow to just confirm that everything's all ready to go. Or if there's any changes that need to be made, they are able to see that. So awesome.

Ryan Schaller: Really easy way for me to have, again, a cool experience that started out from me just browsing the website, and then finished up with me doing a purchase or a step-up authentication sequence and progress my profile throughout that whole process.

Ryan Schaller: Let's do that same sequence of events, but this time let's just choose to see if we can do something a little bit different. So again, I'm going to pretend that I'm coming back in here, clicking on that purchase screen and I'm going to go ahead and auth in with no authentication here, so I’m just identifying myself with my email address. Looks good.

Ryan Schaller: And now, I'm here again at that travel site. That package looks good, but maybe I do want a discount. So for a non-member of AAA, we're reducing the low barrier to entry by saying anybody can come in and easily purchase items or services and in this case it's a call to action to be able to get a discount, but the trade-off is to become a AAA member.

Ryan Schaller: So when I click ‘discount’, or get a discount, it's asking me for some additional information. So the address info and zip code. So it looks like I live on 123 Vishal Lane, SF, California. And let's just go ahead and put a zip code in there. The additional information that you could use to verify that: one, is this an actual address; and two, is this something that the information that I would potentially need? Okay. It looks like that's what I need. I'll go ahead and pass that over.

Ryan Schaller: Now, you can see that the discounts applied. So let's go ahead and now take a look at the Okta side of the house and see what the policy is. So that OIDC app is actually saying, again, no authentication associated with, just like the initial policy that we had, and then also the progressive elements that are different from what we've seen so far, some additional information that collects just to basically start my membership application with AAA.

Ryan Schaller: So it's a good way, again, to be able to validate information that is being supplied from the user and also being able to do this whole complicated use case with a very low code solutioning from Okta's side of the house. And if I decided to just go ahead and finish that purchase, it takes me to a very similar situation where it's asking me for a magic link sequence, and it looks like I’ll go ahead and click that again.

Ryan Schaller: And I'm just going to go ahead and click this on my phone, and the simulation here is really to just showcase if someone was at a kiosk or someone walked into the AAA offices, I could start my journey from there or I could start my journey from home and potentially finish there. But either way I can be able to make sure that my authorization or my verification of who I am still stays within the power of me as an individual because I have access to this email.

Ryan Schaller: So if I go and click ‘verify’, that again is progress to me. So just one second, let me click that. This progresses me back over and I'll go ahead and finish this verification, and then it's asking me for, again, a good time to call me because maybe that sequence has changed, or maybe that preference has changed. So again, I'll select night and there you have it. I've now finished that purchase process.

Ryan Schaller: So a very easy way for me to get that information that I wanted is to be able to do the purchase transaction with a step-up authentication and really showcase Okta Identity Engine, as well as how to be able to solve that non-member problem that Randall is looking to solve for AAA.

Ryan Schaller: So if we go back to everything now, we're basically now wrapped up with our demos and opening everything up for Q&A. I'll tee this back over to Vishal to close this out, and thank you everyone for taking the time to listen to our talk today. Thank you.

Vishal Rohilla: Thanks, Ryan. So yeah. If we quickly summarize, we looked at why omnichannel experience is important, how industry friends are requiring a successful, seamless customer experience. Then we talked about how our customer, AAA, is leveraging a unified identity, which is one of the basic foundations to get to omnichannel experience, and how AAA will further go down and improve the omnichannel experience by Okta. As Ryan mentioned, let's open it for Q&A. Thank you.

Vishal Rohilla
Principal Solution Architect, Okta
Ryan Schaller
Senior CIAM Specialist, Okta
Randall Stomp
Architect, Auto Club of Southern California

As companies increasingly compete on customer experience, delivering consistent consumer interactions across all customer-facing channels like web and mobile is critical in today's disruptive business ecosystem. A unified customer identity solution is the foundation to deliver a connected and secure customer experience while bridging back-end data silos. In this session, you will learn how AAA is transforming its omnichannel customer experience and how Okta's Identity Engine can help you achieve the same.

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