Forrester Vice President and Principal Analyst Andras Cser discusses how identity management can enhance customer experiences and drive growth.
Andras Cser, Vice President, Principal Analyst
In a digital world, identity — who an individual is — is not a simple question. “I” can be a name, email address, phone number, biometric pattern, social handle, etc. “I” is also a continuously changing entity based on prior behaviors and transactions. “I” can form a user profile critical to designing experiences, providing services, and allowing an enterprise to see if “I” is a malicious user or if someone has stolen “me” and is behaving outside my normal ways. Identity is multifaceted, complex, dynamic, and real-time, and it is the basic building block of security, privacy, and experience design.
At the end of the day, identity is a two-sided coin: protection and exploitation. Enterprises use identity management to protect themselves from cyberthreats and fraud; on the flip side, enterprises need identity to understand preferences and provide individualized experiences.
Both rely on the answer to a seemingly simple question: What is an identity? Both protection-driven and experience-driven strategies depend on an attribute-rich, continuous, and fully resolved view of identity.
Identity management may be a technical capability born in privacy and security and seen as the cost of doing business in the digital world, or identity management can be seen as a strategic weapon to best protect the firm and customers and to deliver individualized experiences.
In this episode, Andras Cser discusses the universe of identity — the inherent complexity and the strategies and tactics to convert this “cost” to strategic advantage.