Your true guide to a personalized customer experience - Customer Identity Management

A personalized customer experience is the ultimate goal of almost any business today. This is only made possible with a unified view of the customer across different channels. Customer identity management (CIM) allows companies to combine information from various sources such as social media, point-of-sale (POS) systems, loyalty programs, physical stores, and more into one single identity for each customer. Gigya's Customer Identity and Access Management (CIAM) platform give businesses the capability to consolidate their data on customers into one source of truth in order to deliver personalization customer experience at every point of interaction.

With CIAM in place, businesses can have up-to-date information about their customers at their fingertips. This includes data on customers' purchase history, preferences, and interests as well as demographic information. This helps them target more relevant content to the right individuals at the right time — from personalized newsletters to tailored product recommendations — leading to increased sales and improved customer loyalty.

In addition, leveraging CIAM technology allows companies to offer a unified login experience across channels such as websites, mobile apps or even physical stores. The potential scenarios are infinite with such technology. For example, a customer who created an account online could use the same credentials when visiting a brick-and-mortar store without creating a separate profile. Another usage would be the intelligent product recommendations based on the pre-analysed activity of the customer during their lifetime with the company.

The benefits of a unified customer identity go beyond the typical notion of personalized customer experiences like personalized discount codes, a personalized chatbot, and a feedback survey. Today’s customers expect rapid/instant checkout, and minimum manual processes like data entry, and creating accounts. Customers expect brands to understand them and make personalized recommendations of relevant products and/or services based on age, gender, geography, nationality, likes, dislikes, behavior with the brand, category of purchases, frequency of purchases, basket size, feedback, etc.

These expectations are fulfilled through Gigya’s CIAM system’s ability to feed information into companies’ systems to generate meaningful insights from their customer data by tracking key metrics such as lifetime value or churn rate over time. Hence, helping brands make decisions based on real-time data and refine their strategies. Hence, accurately defining new growth opportunities.

It is clear that leveraging customer identity management solutions can provide many benefits for companies, mainly retailers, looking for ways to provide a personalized experience for their customers while also improving operational efficiency and increasing revenue potential. By consolidating customer identities across different sources into one single person view via Gigya’s CIAM/Customer Data Platform companies can open doors to many possibilities on how they engage with customers throughout their lifecycle while continually improving the engagement leveraging accurate insights into what works and curates to the customer best.