Building a Secure Digital Experience Without Friction

So hi, good morning and everyone welcome. Thanks for the great introduction and the good news is we will talk about building a secure digital experience without friction. The bad news is we are before the break, so you have to wait until I'm finished. As Ari mentioned, my name is Cedric, I'm CEO of CDAs. And before I want to get started with my presentation, we should shortly talk about who we are at CDAs. We are the leading European cloud access management and before I talk too much about our culture, we'll have a short insight for you.

So we at CDOs are thrilled to support our customers to build the greatest customer experience and the perfect customer journey. And just to make you aware of that, we are a family owned business. So you have seen both of my sisters in the video and my dad is sitting in the audience. So at that point, sorry for the video. Next time I select more appropriate images to highlight the skills and the spotlight on CDOs. But back to the topic we talk about create customer experience and a perfect customer journey.

So basically we are talking about making customers happy and that's important because if the customers happy, he will come back next week into to my e-commerce shop and buy again, or he will be a customer of my streaming service also next month. And to make a customer happy, we need to talk about a frictionless customer experience. So we need to talk about reducing barriers for sure. We can put it into a good spotlight, positive way. We can talk about overcoming challenges. But I prefer to talk about delivering a frictionless customer experience.

So we need to map a friction customer experience to the customer journey in a customer Germany, in that example commerce use case, we have in the beginning the onboarding, the lock-in process. We also have contact details and facilitation, but we have much more. We have the consent, so consent to terms of use and data privacy, also consent to marketing activities or newsletter. And we also have the group I just talked about streaming. So we are talking about account sharing with family and friends, which is obviously not the best customer experience.

We are also talking about in the use case of e-commerce delivery preferences and also about the payment preferences. So what or how should we be delivered and how do I want to pay? But that's just scratching the surface. So that's just basic customer journey where we are talking about we provide him the payment option. He wants to have we say pre-selected for him, we show him the he has given, we make a easy login and authentication process, but we are not talking about personalization and a really personalized customer journey.

So to make it in an example, we are not talking about or we are talking about user buying food for his stock. We are not talking about a user seeing a corner on his homepage or his e-commerce homepage with all the products he could buy for his stock. So what is part of the customer experience? We on the one side, the CM features. So what we have just seen, how can the onboarding be smooth? So how can I make the registration process simpler? How can I log in an authentication in a simple way? And second, we are talking out about CM personalization.

So how can a customer identity and access management be utilized in personalizing the customer journey? And let's get started with the CM features. So we need to get back to the basics to get that first spot back since the lock in is off. The first thing what a user sees in any digital service. So if you deliver a bad customer experience, in the best case the users complain about the bad customer experience. In worst case, they drop out already in the first step of my customer journey and never return. So if we talk about reducing barriers, we already need to start at the first step.

So the CM features to make registration and lock in simple, easy and frictionless. So we talk for example about managing the user flows. So identify a first approach where we identify the user with email mobile number and redirect him if the user exists to the lock-in. If the user is not existing, redirect him to the registration process or at least offering him, there's no account with your email, do you want to sign up? And we can attach emotions to that.

So in the case of a football club, we can just include addressing room or cuts to really bring an emotional customer journey, customer experience to that. And we can create an easy and clean locking interface. Moreover, we need to talk about S authentication. It's this third time with Cedars. We are talking at or holding keynote at the EIC and it's the third time I'm repeating. We do not need passwords, we should not use passwords. And I'm not talking about the security Why password or passwords. Authentication is more less secure. I'm not talking about that.

I can remember eight to 10 digits passwords with special characters, numbers, small and big letters or using a password manager. I'm talking about the user convenience, the user experience. So making it easy for the user to register the first step and then authenticate in the second step. And we have many methods, many known methods for the user which we can use. We have a magic link, an easy way, which might be an option.

User is already aware from email verification, password reset, which can be just be utilized for an easy authentication or even better, I can use 5 0 2 to have a more advanced option to integrate. Integrate device biometrics which users already aware of by utilizing apps on mobile devices and two desktop devices. So I have touch ID phase ID windows, hello whatever's available. And I can also include the context of the authentication. So if I have a smart TV where I have no input device, QR code might be a good solution.

I can also think about utilizing nfc RF ID for example to authenticate at a terminal retail store. So I need to consider the context of the authentication to provide the perfect authentication method for that use case. And finally, we need to talk about customer IDPs, especially in the B2B use case. It's a good advantage if for small as well as big B2B customers provide them the flexibility to configure their own IDP and bring their own identities of their users. And it's easy modern solutions like we at CDOs offer have that out of the box.

It's just an easy configuration option and will provide a big impact. And we need to talk about the topic stay locked in, especially in the context of frictionless customer experience. We talk about risk based authentication, we talk about zero trust and we talk about continuous adaptive trust. So if a user authenticated two weeks back is now coming back with the same browser to the same device and I'm a hundred percent sure it's him, I can't let the user put items to the basket in the e-commerce shop and order it.

If I'm not a hundred percent sure, but I'm confident enough that's the user, I might allow him to put items to the basket, but as soon as he orders, I let him authenticate again. So I really have the option to continuously evaluate the session and react based on risk and trust signals what I have. So while the user accesses any service, I can decide if I let the user pass or not.

And thereby really providing also stay locked in functionality like we all know it from some of the famous e commercials And obviously if there's suspicious behavior I can interrupt and let him re-authenticate, but that was just the CM features. So scratching the surface where we provide the customer journey without barriers, we need to talk about the CM personalization. So we are not talking about classical login versus CS as the million showed us, we are talking about Cs with the right data.

And to make it also clear in the beginning, we are not talking about the size of the data, we are talking about how we use the data and get the right data at the right time. So in context of a customer identity and access management, that means progressive profiling in the registration process, I can provide the user with a easy fast registration. So I can go and say I just need email, maybe first name, last name, that's it, no password because I have passwords, authentication and that's it.

And when the user wants to use the click on collect service, so order product, pick it up in the store, I can then ask the user for the mobile number to send an SMS or push notification on the one side that's advantage for a company to provide the service they want to have with the right data. On the other side, I have the advantage that I have transparency for the user. I understand they need my mobile number to provide me information. Your order is now ready for pickup, install a quite easy and I can enhance it further.

If we for example, take CDOs, we can even go until the identity proof for an account opening, signing off an insurance or renting a car with a driver license verification. So I can really enrich the pro the user profile step by step contextually and therefore I finally arrive at the personalized digital service. The user identity is the key to not only collect the user profile data, but to collect surrounding data in regard to orders. Last few items and much more, which I can use in my digital services.

So we are not talking about personalized facilitation, but we are talking about the personalized customer journey. That means basically if we come back to our example from the beginning, we are not talking about scratching at the surface and providing a frictionless barrier free customer journey. We are also talking about a really customized personalized customer journey. That means, for example, with the doc, the user is not seeing his payment preference and delivery preferences only. He's also seeing directly on his dashboard the products which might be interesting for him.

And for all that the identity is the key. So what you should take out for your customers first utilize the features of your CM solution login is the first step in each customer journey or in most of the customer journeys. So utilize the CM features to provide already the first step, frictionless before users drop out of the customer journey.

Second, security and customer experience can be hand in hand, like we said, continuous adaptive trust. I have the option to continuously evaluate the session and react accordingly. If there's suspicious behavior, I let Reauthenticate, if not, I let the user may performance action, for example, putting items to the basket. And if I'm a hundred percent sure I can also let him order. And finally we have prepared, prepared a short campaign for you. So with our Boost scan QR code and our campaign, it's, it's time to learn German.

Obviously it's a small joke, but if you scan the QR code, you will learn the most important vocabulary about customer identity and access management in German. Feel free to visit us at our booth and take a look at our campaign. Thanks for your time and now you're five minutes back for the lunch. Thanks for reclaiming a bit of the time.

Cedric, we just have one question here is how do you mitigate information disclosure in identifier first journeys? I think that's a good question. Two things we need to re consider in the context of information disclosure. First of all, information disclosure in context of like BR force or politics should be, should be mitigated by a fraud detection. So we at CDOs have a fraud detection which analyzes the traffic and prevents a blocks inappropriate API calls or traffic. That's the first prevention for information disclosure.

Second, the information disclosure in the context of identifier first is, is often comparable to a registration call. So also there you might return users already existing to give the user a better understanding why it's not working.

Okay, that's great. Thanks. So in the interest of time, another round of applauses for Cedric, B one. Thanks.