How digital identity drives customer experience and engagement

Ian Glazer, VP of Product Management, Salesforce Identity


We are living in the Age of the Customer, a period of rapid change in customer expectations as they engage with brands across various digital channels and expect smarter, more connected, more personalised and more seamless experiences. Transforming the customer experience is at the heart of digital transformation. Customer Identity and Access Management (CIAM) is one of the key enabling technologies and solutions that makes this possible, and it is an increasingly strategic emerging area in Identity and Access Management (IAM).

With CIAM, businesses have the opportunity to recognise their customers with every interaction across multiple digital channels. Customer identity is the “front door” to your digital business - it represents your brand and ultimately drives customer experience and interaction.

In this video interview, Ian Glazer, VP of Identity Product Management at Salesforce, discusses some of the key trends and considerations for companies to examine as they embark on their CIAM journey.

Customers expect consistent experiences across every communication channel

An important aspect of connection to a brand is familiarity. When a local coffee shop owner remembers a customer’s name, it means something - it makes that person want to come back. In this new hyper-connected reality, customers expect to be consistently recognised and remembered across every interaction and communication channel. According to a recent Salesforce research paper, State of the Connected Customer, 75 per cent of consumers expect companies to provide a consistent experience wherever they engage with them (such as via websites, social media, mobile, IoT connected devices or in person). Customers expect consistent and intelligent experiences across every interaction and communication channel — and a large part of that is being recognised and remembered.

Delivering a seamless customer experience with identity

When customers are engaging with your brands across multiple digital channels, if  not integrated properly, each of these channels can represent a whole different identity and data silo. This leads to an inconsistent and fragmented customer experience, and creates data capture of inconsistent quality for CRM programmes, thus making it impossible to get a single view of the customer. A CIAM solution enables businesses to create this single view, regardless of how many systems they have. Capabilities such as user registration, authentication, social login, user profile management, and connecting customers to internal and third-party applications - and now IoT connected devices - are the building blocks for providing a seamless customer experience across multiple channels which drives business growth.

Getting started on your CIAM journey

Customer Identity provides immense value to businesses looking to drive customer engagement. If you’re just beginning your CIAM journey, a recommended starting point is to first understand your organisation’s priorities to determine where Customer Identity and Access Management fits as part of a larger digital transformation strategy. Upon embarking on your CIAM journey, consider the following important elements:

  1. Identify the gaps: sign up for your own service and note where you get stuck and frustrated. Bring a diverse group of people and observe where they get stuck and frustrated. These are the gaps you’ll need to tackle to deliver a seamless customer journey.
  2. Involve the right stakeholders: in addition to implementing the right technology you need to find the right stakeholders. CIAM can provide value to a broad range of stakeholders in your company. Make sure everyone has a chance to provide their input on what capabilities are needed to meet expectations.
  3. Bridge siloed identity infrastructure: to provide a complete view of the customer, consider implementing a business platform that brings customer data in and federates to others, helping you deliver customer success.

How can Salesforce Identity help?

Salesforce provides an intelligent Customer Success Platform that empowers businesses of all sizes to build a 360-degree view of their customers. Sales, service, marketing, commerce, and communities are all built on the Salesforce Platform - helping businesses create smarter, more personalised customer experiences. Salesforce Identity provides the critical onramp required for digital engagement with digital identity services such as registration, social sign-on, single sign-on, consent and profile services, helping businesses to connect to all of their customers, apps, and products. Salesforce Identity is powered by the Salesforce Platform and it is fully integrated into business processes — sales, service, and marketing user journeys — empowering all lines of business to deliver a consistent customer journey and experience across digital channels. It enables companies to put the customer experience at the centre of their business strategies, and succeed in this connected world.


To learn more about Salesforce Identity click here.

See how Salesforce Identity manages customer identities