Digital Identity has many definitions. Digital identity is known to be the online representation of a person’s civil and personal identity. Some of the newer ways of describing digital identity also describe it as the entire collection of data associated with a person’s interactions online. In certain scenarios, the device or application the person is using represents their identity.
Designing online and mobile applications to take advantage of customer and digital identity can increase revenue while decreasing fraud loss, creating maximum ROI.
There are several critical components to designing the right digital identity ecosystem. Certainly identity and access management, customer data management, and personalization management are critical systems. But, often overlooked is the importance of device intelligence.
Device intelligence can make all the difference in designing an intelligent platform. Best in class device intelligence can enable targeted offers by knowing customer behavior and preferences even before login, plus it can secure the platform while reducing friction.
One of the most important pillars of device intelligence is the ability to recognize the customer at the device level. The more permanently you can detect the device, even without the customer logging in, the more you can market to anonymous yet repeat visitors. In the browser based experience, this can be done on a persistent basis. And even better, on mobile applications, it can be done permanently. Recognizing repeat visitors, whether potential or actual customers, allows the company to show items of value and interest to the consumer based on their prior interactions. The device represents the customer even before they authenticate.
For those that are existing customers, it makes it unnecessary for them to pass authentication steps, sometimes even not requiring a login as with certain mobile applications due to the level of digital trust in the device and identity behind it.
Digital trust is of critical importance in creating the best customer engagement experience. Continual trust by the organization of the user, and trust by the user of the organization, allows the user to move freely and transact quickly. The platform needs to be optimized for the user experience. Security needs to move to the background when possible, even while remaining strong and continually assessing risk, or organizations suffer abandonment of transactions or of their customers altogether.
Organizations can use your digital channels to allow customers to transact in the simplest ways possible. And the better the engagement and ease of use and even the speed of the interaction, the more likely the customer is to advocate for your products or your application in the future.
Whether it is handling the experience for prospective customers or existing customers, bringing the right products, branding, messaging, and content to the digital identity you are interacting with is critical, even down to knowing what is important to their region, demographics and what their potential interests might be. The right content at the right moment entices consumers to want to spend more time on your site or application. And as they grow to be part of your customer base, knowing their behaviors such as frequency of visits, their likes and interests, and their social data all increases their engagement. Device intelligence is a key component in building intelligent digital identity solutions and provides a winning combination of revenue opportunity while mitigating fraud and identity theft.
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— Michael Lynch is InAuth's Chief Strategy Officer and is responsible for developing and leading the company’s new products strategy, as well as developing key US and international partnerships. He brings two decades of experience in key roles within financial services, consulting and Fortune 500 companies, specializing in security and technology leadership.