Adding Relationship Management to Identity: It's a Must for Customer-Obsessed Companies

Adding Relationship Management
To Identity: It’s A Must For
Customer-Obsessed Companies
Eve Maler, Principal Analyst, Security & Risk
June 5, 2014
@xmlgrrl

© 2012 Forrester Research, Inc. Reproduction Prohibited 2
In April 2014, ForgeRock commissioned Forrester
Consulting to evaluate companies’ IAM practices and
requirements when it comes to customer-facing
scenarios versus employee-facing ones. Forrester tested
the assertion that companies can obtain significant
value by implementing IRM solutions that treat
customer identities, and their identity data, as mission-
critical for the top line of the business.

In April 2014, ForgeRock commissioned Forrester
Consulting to evaluate companies’ IAM practices and
requirements when it comes to customer-facing
scenarios versus employee-facing ones. Forrester tested
the assertion that companies can obtain significant
value by implementing IRM solutions that treat
customer identities, and their identity data, as mission-
critical for the top line of the business.
In conducting online surveys of 111 B2C and B2B2C
executives with responsibility for IAM and six
interviews, Forrester found that new business and
technical demands require a strategic focus for which
existing IAM infrastructure may not be sufficient, and
that there is a significant opportunity to utilize IRM-
supportive technologies in support of customer-facing
IT initiatives.

© 2012 Forrester Research, Inc. Reproduction Prohibited
The Age of the Customer is a 20-year business cycle in which the
most successful enterprises will Reinvent themselves to
Systematically Understand and Serve increasingly powerful
customers.
The age of the customer – what is it?
4

Four institutional imperatives in the AoC
Become a
digital
business
leader
Reinvent
Transform
digitally
enabled
customer
experiences
Systematically
Create
contextual
mobile
offerings
Serve
Turn big data
into customer
insights
Understand
Age of the
customer

The past

Today

Source: Forrester Consumer Technographics, US and Canadian Online Population 18+, 2013
Mobile connects us everywhere
Canada USA
“Where do you access the Internet on your smartphone?”

Source: May 2013 “Winning The Customer Experience Game” Forrester report
Of course, behind every customer
touchpoint is a technology story

So, what did we find in our study?
The demand for “external-facing
IAM” is widespread.
Traditional IAM architecture is not
prepared for customer engagement.
IRM success is evaluated differently
from IAM success.
IRM platforms must be agile,
modular, coordinated, and scalable.
10

Companies are straining
against a view of IAM as a
tactical IT concern

IRM deserves its special moniker
because it operates at special scale
12
Source: A commissioned study conducted by Forrester Consulting on behalf of ForgeRock, April, 2014
Partner Employee Consumer
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
101 –
1,000
1,001 –
10,000
500,001 –
5,000,000

Companies are dubious about the IRM
preparedness of existing IAM solutions
13
Considering the IAM technology
solutions you use internally
now, how prepared are these
solutions for use in external
deployment scenarios?
Not at all
prepared, 8%
Not very
prepared, 22%
Somewhat
prepared, 36%
Very prepared,
34%
Base: 111 B2C and B2B2C Executives
66% feel
less than
“very
prepared”
Yes, 88%
No, 5%
N/A 5% Don’t know,
2%
Does your budget for building out
external-facing, customer and
partner identity and access
management include investment in
new IAM software?

IRM priorities are increasing
the pressure on IAM projects

The definition
of success is
shifting
15
Have you been asked to measure the
revenue impact of your customer-facing
IT projects?
Yes,
83%
No, 9%
Don’t
know,
8%
Base: 86 [Those who work on customer-facing IAM projects]

Metrics are moving from input to output
and from internal to business-focused
What types of success metrics govern your
IAM-related projects today?
5) Drive customer intelligence
4) Drive increased revenue
3) Fraud detection/prevention
rates
2) Regulatory compliance (e.g.,
PCI, HIPAA, EU Data Protection
Directive, etc.)
1) On-time and on-budget
What types of success metrics do you anticipate
will govern your IAM-related projects three years
from now?
5) Drive customer intelligence
4) Regulatory compliance (e.g.,
PCI, HIPAA, EU Data Protection
Directive, etc.)
3) Drive increased revenue
2) Fraud detection/prevention
rates
1) On-time and on-budget

Metrics are moving from input to output
and from internal to business-focused
How will success metrics that govern your
IAM-related projects increase or decrease
over the next three years?
-7%
-1%
5%
7%
8%
On-time and on-budget
Regulatory compliance
Drive customer intelligence
Drive increased revenue
Fraud detection/prevention
rates
Three years from now versus today

IRM requires the right architecture
We’re undergoing a digital transformation. I didn’t
think IAM was going to be so important for this, but
now I realize it’s valuable to create a targeted
architecture and not have to build specialized
applications each time. The users will be able to
access the same platform, and their access will be
controlled by authorization. It’s really an enabler in
completely transforming the way we do things. People
expect 24/7 access.
– Media/advertising
100%

Source: January 24, 2014 “Mobile Moments Transform Customer Experience” Forrester report
Mobile expectations are rising; customer-
obsessed companies prioritize mobility

Mobile is a really difficult thing to control in our
environment.13,000 students probably have 15,000
different devices – probably more like 30–90,000
different devices. So I don’t do anything to attempt to
control their mobile experience, other than making the
system available to them.
– Higher education institution
About a year and a half ago, we put the
entire sales team on mobile devices.
They don’t even get provisioned laptops
[anymore].
– Cloud services provider

Strategic priorities reflect the IRM
imperative
“Please indicate which of the following are, or will be, strategic IAM priorities for your company.”
21%
24%
25%
22%
20%
21%
19%
25%
28%
35%
37%
32%
36%
27%
31%
41%
39%
21%
33%
33%
40%
40%
46%
43%
36%
32%
48%
Managing IAM for multiple types of network-connected devices owned by employees
Using IAM to control and enable employee access to cloud/SaaS services
Mitigating operational expenses and security risk by extending IAM to employees
Consolidating disparate employee IAM systems
Ensuring IAM systems scale to handle anticipated customer growth
Managing IAM for multiple types of network-connected devices owned by customers
Using IAM to enable and unify customer access to cloud-based services
Consolidating disparate customer IAM systems
Driving business value and revenue by extending IAM to customers
Will be a priority in more than a year Will be a priority in the next year Is a current priority
IAMIRM

What do you need to scale?
IAM
Roles and entitlements
IRM
Users and engagement
[F]or external users, the effort
tends to be more focused
around the technology and
the deployment, whereas
when you start internally,
there’s a lot more focus on
method and process and
business change, about 80%
business change and 20%
technical. For external-facing
systems, it tends to be 80%
technology and
implementation and 20%
process.
– Global IT services

What do you need to do to users?
IAM
Control
IRM
Enable
A business customer can also
wear a consumer hat. … The
platform will know if the user
is a merchant. …The user will
be able to jump right from the
ad itself, and be able to
upgrade directly. It’s the
cross-use of the platform with
the different identities that
we’re trying to implement.
– Media/advertising

What do you need to do about mobility?
IAM
Trap at the front door
IRM
Accept gracefully
I can’t take Nigeria off the
network like I’d like to. I’m
100% sure I have someone
doing research there; they’re
all over the world, all the time.
– Higher education institution

Increase your customer obsession
quotient by:
• Evolving your customer-facing projects to
account for strategic IRM
• Preparing your identity platform for mobility
• Leveraging IRM agility to build security and
customer intelligence

Thank you
Eve Maler
+1 425.345.6756
emaler@forrester.com
@xmlgrrl

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