How to Optimize Your Digital Business Transformation

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Unify the Customer Experience

Customers interact with businesses across numerous touch points including online and in-store. This can make it difficult for organizations to provide a tailored and seamless experience across all channels, compounding the existing challenges of retaining and capturing customers. Businesses that want to connect their physical and digital worlds also face internal infrastructure barriers. Customer data is siloed across different identity platforms, cloud services and connected devices, leading to a fractured view of the customer.

To overcome this hurdle, digital businesses should implement IAM systems that can unify customer identity. Identity unification provides valuable insight into customer behavior, tastes and preferences, enabling digital businesses to personalize interactions across all channels, digital or physical. By interacting with customers in more authentic ways, digital businesses can build lasting relationships, gain a competitive advantage, improve the customer experience and grow revenue.

As the number of users, cloud services and connected devices grows, businesses must link physical and digital worlds to stay ahead of competitors, and one way to do that is through a process referred to as digital transformation, the application of corporate IT resources to both an organization's employees and its external customer base. This synergy helps to build a digital business that can drive increased revenue by delivering secure, personalized customer experiences across all channels. And the foundation to any digital business strategy begins with an identity and access management (IAM) solution that will not restrain new customer-focused initiatives.

Identity is the key to understanding customers. Unifying the digital identities of people, devices and things across all channels provides businesses with greater insight into a customer's preferences and buying history. Digital businesses that effectively utilize identity can increase revenue and build lasting relationships with customers by creating relevant and timely experiences.

However, undergoing a digital transformation is not easy. To become a successful digital business, organizations must look for an identity platform that empowers them to provide seamless and secure omni-channel user experiences. Daniel Raskin, vice president of strategy at ForgeRock, has identified the top five ways identity can propel your organization's digital transformation.

 

Related Topics : A Big Market for Big Data Jobs, Midmarket CIO, IT Management Automation, SharePoint, Technology Markets

 
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