Finding the perfect balance between a simple user authentication, personalised services and security. 

A single customer view across multiple web properties and physical touchpoint provide a growing source of competitive advantage. More relevant choices result in higher engagement and conversion, and the insights gathered can be used for intelligence driven products and service development. 

Luxury hospitality like Eleven Madison Park and the Dorchester Collection are famous for their personalised services. Eleven Madison Park employs a dedicated ‘Dreamweaver’ who makes sure guests are delighted with personalised services. At the Dorchester Collection, the host creates a file on the individual’s interests and preferences as soon as a reservation is made. Information sources are, but not limited to, social media and the company CRM. 

With technology getting increasingly intelligent, digital services can offer these individual, personalised and even luxurious moments on a much bigger scale and to a much wider audience.

On the service execution side, Customer Identity Management [CIM] enables Profile and Preference Management to present relevant choices and streamline, hide, or eliminate the transactional parts of the service experience. For example, Uber’s customers can remove typing their home address and fiddling with coins from their mental to-do list, and simply enjoy the ride. Similarly, Disney’s COO Thomas Staggs recently commented on the MagicBand, an RFID based tool for authentication in physical space, saying “If we can get out of the way, our guests can create more memories.”    

At Rockpool, we enable customers to register or log in multiple touchpoints once and effortlessly navigate across without needing to log in again. Single Sign-On [SSO] enables a connected customer experience and connects customer insights from different platforms in your business.

Social media authentication is one great way to connect these requirements.

The results are impressive: the social login service provider Gigya has reported increased sign up rates of 20-80%, increased daily returns of 120% on some services and increased click-through-rates of up to 300%. 

With more and more products being connected, the demand for a simple authentication method is ever increasing. Connected thermostats, fitness bands, and cars all gather valuable data - an easy and secure authentication is key to connect them in an actionable way for customer and service provider. 

Customers enjoy both the ease of one click sign up and the fact that sharing their data can lead to services that make their lives more convenient, entertaining, educate them, and save them money. 

Gaining consumers’ confidence will be key to ensure they share their data freely and openly. This requires transparency on how the data gathered will be used and what value is returned in exchange. 

Progressive profiling is the strategy to enrich customer data over time, by asking for preferences and adding new data-sources. First party data has proven to be the most reliable source of information and customers appreciate the transparent approach to data gathering.

Channel 4 proves that being transparent about their data policy can actually be fun in their Viewer Promise presented by comedian Alan Carr.

When Atom Bank looked into possible authentication mechanisms, they found that “The average person has 19 passwords. But 1 in 3 don't make them strong enough.”

Security is a concern and we advise our clients to consider risk based authentication - this enables authentication policies set and adjusted based on network and device risk levels. For example, when a user tries to log in from an unusual device or location, and tries to access sensitive information, a more complex authentication is required. However, if a user is trying to connect from a company laptop and network, the authentication would just require one factor. 

Looking into the near future these additional authentication methods will include biometrics such as fingerprints, face/eye scans or voice and heartbeat.

Enterprise PCs used finger print ID for years and with the introduction of Apple/Android Touch ID in 2015 biometrics got the default for people on a daily basis. When Atom Bank opens later this year users will be able to present their face to view a balance. Or say a few words to transfer some money. 

To ensure we continue to delight customers it will be crucial to find the perfect balance between a simple user authentication, personalised services and security. 

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