Matthias Reinwarth - CIAM as a Building Block of an Online-Success Story

Building block of an online success story. And it sounds like marketing, blah, blah. And I don't want, I do want to avoid that, but I want to start with three slides that actually show you what this is usually is about.

When, when people talk about CIA M and of course, this is important, but this is not my focus. We, we will look at, or we look at consumer identity and CMS or consumer or customer identity and access management as a part of digital transformation, buzzword one, and everybody marketing, advertising sales is talking about CIM and it's important. And it's true that it's affects all industries and regions and consumers demand a seamless, consistent, and relevant experience.

I will get back to get back to that later, but for organizations, it's about registration, authentication, authorization, learning about people from the technical point of view. CIM is actually just, just identity and access management, a platform for customers and consumer. So it's bigger. It's not the enterprise I am, and it helps to do business. It allows to identify consumers slash customers across channels. And it's far more than a security domain. It's an access enabler, welcoming customers and consumers. And that's a nice sentence. I love that welcoming being feeling welcome.

That's great. It enables a journey across, online and offline channels and devices. And of course it reflects all these areas. We see below sales, commercial data, service marketing. So from start to purchasing something, getting support and, and continuing purchasing. And in general, if you want to have this building block slide that actually was mentioned in the first overview slide or the title slide, you will get to something like that. So it's really, again, marketing new ways to deal with customers. It's true foundation for business, hopefully foundation for business decisions.

What have people bought? What do they need? What do they don't they need anymore? What is required for them foundation for business decisions? It's about big data. I know your customers. It's about long term customer relationships. And this goes across these three phases. And I won't read that out all. So it's really starting from getting to customer information, making relationships between those understanding who belongs to who, what is the device that they're using? What are their preferences? What are their likes? Who knows whom, who influences whom?

And finally, it's about business enablement. So the slide is important, but it's not my main issue today.

So, because I want to take a step back, I want to make a reality check. We are talking about consumer experience at that point. So it's really about understanding what people actually see when they come to a website or a service now, and today, I'm not talking about the big ones. I'm not talking about Amazon. I'm not talking about eBay. They have practiced that for many years.

When I started doing research for these keynotes that I'm doing recently, I sat down in Berlin, in a cafe and I started to look to the left and to the right, to other analysts, to other consulting companies, to vendors and see, let's have a look of how they do that. And that was the first thing that, that I came across. And if you look at this, yeah. At this thing, you see, they want to know lots of things from me just to send me a PDF I chose. That would be interesting. And if you look down, it really is job title, company, name. I just wanted a PDF, nothing else.

And if you take this one, it even goes down to, and it's mandatory industry and company revenue, which is nice for a PDF. I would not agree to do so. And I would not be able to provide that to anybody. And so I did not download this PDF. That's quite easy. And while I was sitting in that cafe in, in Berlin five years, five weeks ago, or so my daughter called me, called me up and she said, please bring me this role, play gaming rule book from that store. I don't know what it is, but I thought I find that store. So I looked it up and I got to this page and it's not changed.

It's just something that I think represents user experience very well. So if you look at this page, we, first of all have on the upper left, you see there's a short frame and on the upper, right? There's another frame. There are these little tiny social buttons that include tracking. And we have, of course the EPRI cookie cookie thing that covers something here. And of course I can subscribe to their newsletter and there's additional stuff that I didn't want to know about. And this is all done with an ad blocker. I don't see any block ads here. So this is just the main content.

And if you look at this, this is the actual value of this page. There's nothing more on that.

So it's, how much is that? 30%, 25% of the actual complete volume of that page. And I quit that page. One more example that I really do not like is actually this one, another PDF I wanted to download and you get this, this dialogue box that pops up over the PDF or a, a great out version of the PDF. And you see this thing, fill out this form once and access all our, the content, our side. And it's just an email address.

And if you click on two email, you get this, it changes and they want to get all the information from you, the others, what they did want, but they made you at least click click into that. And this is no good, good consumer experience. And there are chances that people go somewhere else. Something more interesting. The question is, do we really have to know everything? The question is, do they really have to know everything in the beginning? That was my first contact to these companies. I just wanted to have a PDF. Maybe I'm willing. And we are an Analyst company.

We are doing this ourselves, but do I really have to provide the company revenue? Do I have to make something up? I don't think so. So this is the slide that I made three or four years ago when it still was called identity relationship management and not yet CIA M consumer or customer I am. And that was the big picture. And I just took this as a, as a reference to look at, is this really still true? And was I wrong or is this all needed? The question is really, do we really have to know everything?

The first thing of course, we need to have information about base data or com companies need to have information about base data, registration, subscription, and purchase. This is information that they do require to do their business. And then we add up more and more areas of, of, of information. And we should really consider, I don't say yes, no. I just want to make sure that we understand what could be all involved when you're looking at consumer identity. And that might be behavioral data, likes, shares, purchases, comments, revenues that might be of importance.

As I said, business decisions that might be important. Context, data, location, time device origin might be interesting for security purposes, but not when trying to download a PDF Social data. You've seen these icon in, in, I, I assume they would be collecting information from me. If I was locked into Twitter, locked into Facebook, they would realize I was there on that page where I did not continue to this journey. So social data unified across various persona. Of course they know I have been a customer before they just changed and they just embarked on their digitalization journey.

So they have all CRM data merged in and even more creepy, external knowledge credit rating, creating credit rating scores might be something of interest for somebody who actually orders large amounts of, of, of value money, money values from, from a, from a, from a store. But this is nothing that is required in every case. So do we really have to know everything? We should ask ourselves that question when we are creating a CIM CIM solution, Customer or consumer experience is really a competitive differentiator. This is important, and CIM is part of this customer experience.

And I really think that we really should reconsider what we're actually doing and how we are presenting that to our customer slash consumers, as it is the common ground to enable and foster trust. Just want to lay that little bit down, enable and foster trust. So the idea is mainly for me to get the balance right, between all these different aspects that we have. So on the one hand we have friction, we have creepiness, we have us and them, and that might be necessary that might be necessary for, for various purposes.

We've heard that before that somebody says, yes, we have to do this complex and friction high onboarding process because of reasons that might be the case creepiness. I don't think that this might be required in any case. So gathering more information than required is creepy, and to give them or us as we are customers, the feeling that it's us and them that are actually in a much more powerful situation as they are Amazon, eBay, apple, Google, that makes things difficult.

And it really gives you a feeling that we are not on the same height, whether that we are not looking into each other's eyes. And that is something. If we provide the solution that's, that is something that we should prevent from happening. On the other hand, it's ease of use loyalty and trust shared values. That is something that we should try to convey and that we should convey, and that we should really live in what we are doing there.

So if we do this comparison, getting the balance right between the different components that are there when creating a cm solution, that is something that we should really consider as a main challenge for looking at our cm solution, getting the balance right between a, a single onboarding process of registration. And on the other hand, really having cross device identification of people, cross, cross social login identification of people just to get to some better recommendations. I think there needs to be a good balance between those two areas, some basic golden principles.

I think I'm too fast. When a customer comes to a site, there are typically these four questions first, why do you want my data? And that is something that I thought when I just wanted to download the PDF. I do understand it. I'm doing business. I'm 50 years old, 51. I do understand why they want my data, but why do they want that all? What are you going to do with it? Where is this information going? Company revenue. If I write something in there and I tell Martin Martin, I said, company revenue, revenue was, I don't know, $15 billion. Where does this end up?

I don't know, what do I get out of it? A PDF? What else?

What, what happens to me? What is the long term result of providing information to this, to this registration sheet? And can I leave completely anytime I have not seen anything that says, of course there was something very small below, but I have not seen anything that actually says, yeah, you can leave tomorrow or immediately afterwards after you have downloaded the PDF, which should be possible. So some basic golden principles to start with value your customers. I want to feel valued. I want to feel really regarded as a human being that actually just wants to fulfill one need.

And that might be a PDF that might be a service that might be anything from a telephone to a, to a streaming service, to a, something I don't know, value your customers and consumers and take them for serious, do not annoy. And I think this page that I showed about this Berlin cafe bookstore thing was annoying.

I, it was, and don't be creepy. Don't give anybody the feeling that the information is used for purposes, that you don't know that there are build upon consent.

Of course, we've been talking about this many, many times in terms of GDPR, but I think building upon consent is really an important thing. I know how difficult consent can be and how fine grained it might be and how, what, what this involves. But in general, I do not want to have anything done apart from regulations, with my data that I have not given consent to focus on trust.

I really want to have the feeling actually, hopefully even the notion, the idea that the company is having the same concept of trust that I have, and that might mean they do not get any info, every information that they want, or just the information that they need. And for a PDF, there should be none deliver on shared values.

So really make sure that what you get and what you give is based on shared values and maybe the final golden principle that I would like to share with you, and that we maybe can discuss in some questions is don't sacrifice long-term relationships for immediate business gains. Because if you, if, if you've seen me walking away from these registration processes, and this is just one SIM simple part, I could, we could choose everybody of us could choose more complex and more annoying examples. You are having no business gain at all because I'm leaving in the first step.

And if I even make that first step and enter this information, that is not the end of the, of the, of the journey. So really make sure that people understand what they're giving away and long term relationships, maybe with lesser data, but with a longer customer relationship might be more beneficial to you as an organization and for me as a customer. And that's it for me. Thank you very much.