Privacy is key to building trust. Customers say they expect this, however in reality, show themselves to be more relaxed, as with the recent Facebook scandal. The younger generation especially is so used to sharing their data, that they expect the benefits are greater than the risk of losing data.
Engines of Engagement
How digital and IT leaders are evolving customer personalization securely
Organizations are increasingly seeking to offer customers compelling personalized services. However, issues like high-profile data breaches, overly intrusive digital marketing, and inaccurate customer assumptions resulting from poor data handling can all cause customer dissatisfaction and damage reputation.
The future of digital engagement in an age of compliance
Truly knowing the customer is key to marketing success today. And it’s not just about knowing their name, but understanding their true identity. The technology that makes this possible is known as customer identity and access management (CIAM).