Event Recording

Martin Kuppinger - Who "Owns" Responsibility for the Consumer Identity?


When organizations start looking at managing consumer identities in a more consistent, integrated way, they quickly observe the challenge that many parties are involved. Sales owns the CRM, marketing might own the consumer-facing web-sites and apps, while the Information Security or a dedicated IAM (Identity and Access Management) team will claim the responsibility for technically managing identities, their authentication, and their access. And when we start talking about KYC, Corporate Audit also comes into play. Not to forget the Chief Digital Officer (CDO) and some other parties. To succeed with Consumer Identity Management, CIAM, and KYC, organizations need to define responsibilities and rethink their organizational structures. They have to make decisions, both at the organizational level and at the technical levels. Decisions bear consequences. Splitting Enterprise IAM and Consumer IAM might lead to disparate, complex-to-integrate IT environments, but might bring the agility needed in the Digital Transformation. Having too many stakeholders might result in slowdowns of projects, killing the agility you need in the Digital Transformation. Lacking an integrated approach might result in security and compliance risks as well as overly high investments into technology.

Consumer our customer, the ones in between prospects. It are our business partners. It are our employees. And not only do they connect sort of directly to our organization, so they don't necessarily walk in, but they, they use whatever way they might use through various types of devices. They might collect through various types of things. And all of this stuff is connected. Also these devices and things might communicate the background in some way. We not even understand. So who really knows what his iPhone and iWatch are doing is each other probably Martin than you hope they do. And so it's sort of a journey from, from identity management to consumer identity management or customer identity management. I'd say that to you, which term I prefer overall, I would say consumer than customer, because it's a broader term. And you also have to look at the ones which are customers yet, but might customers anyway.
So it's a little bit mixed to consumer or customer to KYC in, in a broader term. I think when we look at the terms, those terms, both of radiations are sort of, so three we have, but management tier identity access, both cm and Ky C are probably the ideal term. So cm from my perspective puts too much. There are two come to concrete. They can to the audit and in order can criticize today. Protection plays some rule from a GDP perspective. So we have a lot of involved Paris, some of them more in the center in the sense they might be realistic owners, some of them be more DM. So when you look at the, the ownership from a focus of the various candidates, so I've had these eight groups on the slide foreign, and if you say these are candidates, then we have one access, which is more from risk mitigation on that left side to innovation or from a technological or technical view of the customer at the bottom level to the business view of the customer at the top level. So, so when we look at this, so let's look where they rate the sales somewhere here comes to business view, but probably more in the sense of how do we deal with our existing customer. At least as of today, marketing might be a little bit more in a way where, while I am more on a technological of the side, the C and CEO might be very innovative and look at it from business perspective. While the website people also are, look at it, technological the individual business departments
Here in that sort of cluster we have at the end. So we have three cluster right now, corporate owners, somewhere there in the data protection officer as well here. So when we look at these eight groups and we have sort of four clusters, when we look at their, their focus on, on, should they own, can they own the, the cm staff? And basically, I think we have probably two larger groups here, which are these ones. And yes, they are definitely about from number sort of more they do how much they look at the topic, that area. We have two groups to drive on technology side of things, which is more the business side of things. This one more being, I would say, in a way driving first and these ones being more the, the end of, yes, we, we, we have our requirements. We have to look at from a governance perspective, but basically that, so we have various candidates. And the question is, I think it very, not easy to answer. It's not watching that or that one. It also depends on the role of identity management. So which identity management do you have? Is it part of your it for structure? So it's no independent department at all. See frequently that there's some it infrastructure department and some people do identity management. In that case, very likely identity management start the position of, of playing a major role in the ownership of consumer identity management. They are sort of like use away from that.
So if it's part of ITT security, another independent, basically the same story here, if it's our only department is technical focused, or if it's an only department only punish and used business department operated by it or businesses, the model when every business problem does something, because it says, oh, we have a new business case. We build a new Porwal new application that manage and our users, we have to best integrated one. So see, manage use to operate by this as a whole. So it's a separate thing. It's not integrated as what you already have. We could have the technical approach. So at management and cm has integrated purpose for it. Services managed by business, or it used by business. So it's, but more technical approach. If we could move towards an approach, I would call service driven and bimodal, which goes towards an integrated management and CRM operated by it. But management used by business by the business. So it's really an it service where it ensures that we have a coherent stretch, but this is really the user. And I personally think that the service driven, to some extent I approach.

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