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This session will highlight key architecture how General Motors decided on leveraging a Customer IAM platform as the core element in building a common set user experiences across all of its customer touch-points (including web, mobile and in-vehicle applications and services). We will discuss the importance of enabling a platform of consumer identity services that are built using industry standards and cloud based technologies that are the core component of all GM customer facing services. These core services enable business teams to focus completely on digital business enablement while leveraging the benefits of common services to better understand their customer. Finally, we will highlight how GM addressed some of the key challenges in determining strategies for customer identification, customer interaction, preference management, etc.