Hi Everyone and thank you for talking time out of your busy schedules to come and
hear us talk.
Hopefully, we can leave you with some new insights, interesting ideas to think
about and some new friends.
I’m here today to talk about consumer identity management.
Let’s get started with why customer identity is such a hot topic all of a sudden.
Over the last couple of years there’s been a confluence of factors that are making
customer identity management really important.
First is the rise of Online.
Ten years ago
Remember when Facebook was a primarily a website?
These were the two most popular smart phones – the blackberry – how was I even
able to use that tiny screen?
Anyone remember the first iPhone? It wasn’t exactly overflowing with useful apps.
Those first apps for the iPhone – anyone remember some of them?
You could drink a digital beer and I know a lot of people who tossed digital paper into
Of the 7.5 billion people on earth more than half have access to the internet
More importantly, 68% are on a mobile phone and able to access some sort of
online functionality either via data or sms services.
As the world moves online so do more of the services we are used to in the offline
Everything’s moving online
Now, our first computer is always our smart phone. And more and more the apps
we have on these phones have matured into actually useful tools that assist us with
everyday activity – beyond communications and music.
Banking – I can’t remember the last time other than to actually deposit money that I
walked into a bank. I pay my property taxes online through my banking app.
News – I actually haven’t picked up a physical newspaper or bought a real book in
Travel – I book all my travel through a collection of travel apps
Food – not only can I order coffee, lunch and dinner through various apps, I can
also order groceries and have them delivered or ready for pickup.
Municipal – one of our customers is the City of Surrey and they’ve consolidated all
of their different services into a complete digital portal.
Increasing Need for Passwords
The point is that more and more of our everyday lives are moving online. And with
each and every additional channel that moves online or goes digital, the customer
has to create and remember yet another account and password.
Memory is Finite
The problem is that this is too much for the average consumer. They can only be
expected to remember so much and after that they’re just not going to be bothered.
What ends up happening is that average consumers will pick something easy to
remember. Easy to remember means easy to hack – right?
Then they will take that vulnerability and spread it across all the online channels
they deal with – including yours unless you know how to deal with this.
Customer Experience Expectations
This transition to digital brings with it a whole new set of customer expectations in
terms of customer experience – there’s that buzzword again. When you make the
move to digital, your customers are expecting their experience with you to be as good
as the best digital experience out there. In fact most consumers expect all interactions
whether they’re online or offline to as good as the best experience – which is usually
online. If you’re not able to deliver that, they may not leave but they won’t be happy.
As soon as a better experience comes along, you’re history.
The Omnichannel Customer Journey
The other big factor at play is the emergence of Omnichannel.
Let me give you an example:
Like everyone here, I have a mobile phone and telcos are a great example of
Now I may have an issue and I start off trying to find a resolution online because
that’s the easiest path for me. Having wasted some time through self-help and
getting nowhere, I stop by at the telcos brick and mortar location on the corner.
To be fair they’re just a bunch of sales people and usually know less than I do.
They tell me to go home and call phone support – which I didn’t want to do
because I will be in IVR hell. When I finally break down and call, they’re able to
resolve my issue in one or two touches and they’re happy.
They think they’ve done a great job! But actually I am not a satisfied customer.
Broken Customer View
That broken customer experience also extends to a fragmented view of the
customer. If you don’t know your customer across channels, how can you have a
complete view of that customer? Without that unified view how do you know if the
offers you make are relevant to your prospects and customers?
As an example and not to bash Rogers because it’s not just their issue but I have a
grandfathered data plan – 6GB for $30. So why do I get at least one call a month
trying to sell me a worse plan? The answer I got from another Telco was that it’s
because they don’t know who I am across those channels. They do not have a
unified view of me and therefore cannot identify my omnichannel customer journey.
Lastly and probably most important is the lack of security regarding our personal
The last 18-24 months have been a blur of data breaches and loss of personal
consumer data. It feels like we’re under assault and most consumers don’t trust the
vendors they deal with. Personally, I’m terrified by the fact that the Canadian
Government wants to seize our most personal banking information, so some
bureaucrats can look at it.
Never underestimate the ability of people to do dumb things. When I was at
McAfee – a major security vendor, an accountant left a CD with the personal
financial information of all 4k employees in the seatback of his plane. Social
security numbers, bank transit information, personal payroll information – all of it
gone. How do you ensure this information is secure and protected?
A lot of people have heard of IAM (Identity Access Management) and believe that
this is a catch-all that also covers customer identity. It’s not their fault because most
IAM vendors will try to tell you that you can use their IAM for CIAM (Customer
Identity Access Management). This is simply not true and we’ve seen many
companies that have found this out to their disappointment.
I think it’s important to cover off what is the difference between IAM and CIAM.
While I don’t have time today to get in depth – let’s cover off some of the basic
IAM is designed primarily for internal, employee use while CIAM is for an external
audience – your customers.
The key business drivers for IAM are to increase security, reduce risk and improve
efficiency by centralizing access to applications.
CIAM meanwhile is more about increasing customer engagement and driving
One of our customers in Australia is the McPherson Media Group.
They have a network of local newspapers and they were hit hard by the online
movement. Subscriptions to the print versions of their papers dried up along with
the revenue from classified ads.
McPherson Media were looking to provide a consistent experience across their
group of properties and a way to engage and monetize website visitors.
LoginRadius and our partners, Syncronex (a payment technology company)
worked together to:
1. Increase engagement with casual website visitors by creating a seamless
website registration process
2. Implement a paywall to then monetize those visitors.
In terms of scale and this is a key issue, IAM is architected to handle user
populations in the tens of thousands. CIAM meanwhile needs to be capable of
handling user populations in the millions.
Viacom India – one of our early clients, has a property called Big Brother.
This is India’s version of the popular TV Show Big Brother and has a viewership of
Now when the voting happens on the show it’s primarily online. Can you imagine
even half of that viewership all trying to login and vote all at once? It’s huge and in
order for this to work we have to handle in excess of 150k logins/second. This
capacity is 15x greater than any of our competitors.
The main reason enterprises implement an Identity solution is to create a
centralized authentication and access portal.
For IAM the User Experience is secondary to the efficiency gained as the
employees are usually provisioned and onboarded internally and usage is
With CIAM – the user experience is highly important and needs to be as seamless
as possible as users will abandon the process if it is not. This is counter to the main
business drivers which are to increase engagement and revenue.
One of our customers is the City of Surrey in BC. What they’re in the middle of
doing is improving Citizen Services and citizen engagement through the creation of
a citizen portal. They’ve consolidated all of the different applications on their back
end and now with a single ID and passwords they can access all kinds of city
services online. This is part of a Smart Cities movement aimed at increasing citizen
engagement and making it much easier to deal with City Hall.
The next key area is privacy. In IAM this is rarely thought about as usage is
mandated and governed by the corporation and the policies in place.
With CIAM however, there are extremely strict regulations governing consumer
Most recently we have had GDPR come online in Europe. The GDPR is the first
all-encompassing privacy regulation and carries significantly hefty fines for
violations. This is a precursor to more regulations that will inevitably follow in the
North America such as the California Privacy regulations.
The GDPR or General Data Protection Regulation that went into effect earlier this
year governs online data usage. This affects any company that has customers in
the EU – even if you don’t do business there as long as you have data on
customers in the EU it applies. One of the most challenging aspects of this
regulation includes the customers rights to be forgotten or have you present them
with all the data you have on them and what you have done with it. I was in Europe
in September and everyone I spoke to said this was really hard. It’s back to the
broken customer view. If I don’t know how many instances of your data I have or
even where it is – how can I meet this requirement?
Lastly we come to service and support. For IAM this is usually managed by IT and
typically requires a high level of service. However that availability is often prioritized
against other IT obligations and initiatives. The employee is usually the lowest.
A good CIAM solution will ensure that all of these things are taken care of . It should
be a complete, fully managed, turnkey solution provided by the vendor. Ideally it will
be cloud-based with full redundancy. As an example, at LoginRadius we guarantee
99.999% uptime and in the last 20 months we have had zero downtime.
Those data and identity silos are the source of most Customer Identity problems:
They result from the fact that customer data is not shared across applications and is
not connected with all the various customer touchpoints.
If you don’t know where all the customer data is how can you:
Provide a seamless experience?
Properly identify who your customers truly are?
Manage their privacy & Security?
Lastly we see that a lot of these solutions are built and managed in-house. Not a core
competency and who’s going to keep up with new features, not to mention ongoing
maintenance and support?
LoginRadius starts by integrating all the data across those apps and touchpoints to
give you a unified customer profile.
This can now be used across all apps and channels to:
Provide a seamless customer experience across all your web./mobile properties
Give you a complete picture of your customers and over time you can reach out and
request more information and build that customer segment.
With a single customer instance, it’s much easier to manage and secure.
Lastly – we provide everything as a cloud-based managed service – we take care of
everything related to customer identity.
To end this section of the presentation, I wanted to talk about a customer who had
these very problems
First a Broken customer experience
Rather than providing customers with convenient self-serve access, online services
offered a poor customer experience.
Disconnected Customer Channels
The Company, was struggling to connect the offline world with the online customer
Customer accounts contain sensitive data, including contact information, and billing
and payment information,
Unable to enforce password rules , so most customers had simple passwords that
could easily be cracked. Low password strength posed a major security risk for
customers and for Hydro Ottawa, as it put their entire user database at risk for a
What they did was replace their in-house legacy system with the LoginRadius
This helped tie all of the different pieces into a unified identity foundation on top of
which they were able to build a multi-channel customer solution.
Now they are able to offer customers information, billing and service not only on
the web and mobile but they have innovated into IoT with a smart speaker channel.
Hydro Ottawa customer can now access billing, usage, and outage information
through Google Home and Amazon Alexa. It’s as simple as OK Google what’s my
bill this month?