* OptimizingCIDM. Because CIDM platforms manage more data from more channels and are linked to customer experience, there's a higher bar for performance than with EIDM systems. Availability and low latency is especially critical, and can affect results and brand if employees cannot access customer data in a timely manner for support or sales activities.
What's more, customers demand quick response times for updating their own profile information (read: instantly). This can be achieved through proper instrumentation: a real-time view into system state using full stack tracing will help you achieve desired service-level agreements for uptime and optimizing the user experience. Consumer ID management should be both compliant and revenue-generating, thus it requires high scalability built on a carrier-grade, Internet infrastructure.
There are two core deployment options for CIDM. In the first, a broker model pulls data from many systems and creates a single view of the customer where IT can apply controls for access, security and preferences. The separate systems continue to exist and operate. This model is fine for the interim, but a best practice is to move to an aggregated or federated model to reduce vulnerabilities, eliminate silos of data and simplify controls. The federated model compiles all data from different systems into one central repository during the implementation phase. This simplifies the process of creating a rich, unified profile for each customer, which ultimately can drive better service and personalization to grow the business.
The final analysis
Enterprise identity management systems deliver the capabilities for risk management concerning employee access to applications and can save IT operations staff a lot of time. Employees benefit from a simpler login process and self-service portals that minimize time away from their core job function.
For large enterprises that collect, analyze and store consumer data, consumer identity management systems are the thread that ties together marketing activities, security and privacy needs, standardization efforts and governance. In many respects, a CIDM can help a company strike a balance between protection and access, which in the end should build trust with customers and still allow the business to pursue its revenue goals.
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