August 20, 2015 -
Gigya announced that it has been included and interviewed in a new Forrester Research report titled “Market Overview: Customer Identity And Access Management (CIAM) Solutions.”
The report, co-authored by identity management experts Andras Cser and Merritt Maxim, discusses the importance of CIAM technologies to user experience (UX) and digital customer experience (DCX).
The report also addresses why traditional employee-facing CIAM solutions don’t quite meet the needs of consumer-facing identity management initiatives.
“Poor customer experience often comes from a poor CIAM experience: Registration is clumsy; the site does not communicate enrollment terms, enrollment conditions, and password policies clearly to the end user; and password reset processes, both online and in a call center, work poorly,” Cser and Maxim write in the report. “Forrester’s clients regularly mention that their customers need a single identity spanning all external-facing web properties.
“The unique requirements of customer identity, especially scale, performance, usability, and support for seamless multichannel interactions, have necessitated the development of CIAM as its own market segment with competitive offerings distinct from traditional solutions for employee IAM.”
Gigya’s customer identity management platform helps businesses to increase registrations and identify customers across devices, consolidate data into rich customer profiles and provide better service, products and experiences by integrating data into marketing and service applications.
“Consumers’ interactions with brands now span across multiple touchpoints, making identity crucial to achieving a single customer view,” said Patrick Salyer, CEO of Gigya. “As digital identity converges with payments, biometrics and the Internet of Things (IoT), organizations cobbling together customer identity and access management solutions with employee-facing IAM technologies will falter versus brands leveraging purpose-built, cloud-based CIAM platforms.”
Previously reported, Gigya commissioned a consumer-facing study with OnePoll entitled the “2015 State of Consumer Privacy & Personalization”, whose findings illustrate a growing public acceptance of next-generation authentication methods like biometrics.