Customer Identity Market Trends, Challenges and Solutions

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Digital transformation. Is it just a buzzword? Today’s business leaders don’t seem to think so. Innovative executives are increasingly tapping into powerful and intelligent cloud-based technologies to drive personalized, cross-channel experiences and engage customers across more dynamic and fluid buyer journeys. And, it’s easy to see why: the effectiveness of big data-driven marketing, sales, services and product development is undeniable.

At the same time, however, strict new laws and regulations intended to protect consumers’ personal data and privacy are coming into effect around the globe, including the EU General Data Protection Regulation (GDPR), which is specifically at odds with digital strategies that depend on anonymous customer interactions.

These factors and more are driving the rapid growth of customer identity and access management (CIAM) as a category. For example, in recent research reports, three leading technology analyst firms defined the trends and challenges driving the increased adoption of CIAM, established criteria for evaluating vendors, and evaluated top providers. To help businesses establish a best-practice approach to choosing a CIAM solution, we’re offering all three of these reports as complimentary downloadable resources.

We believe that these reports from Gartner, Forrester and KuppingerCole provide insight as to who offers the best customer identity solutions and show how these providers can help today’s enterprise:

  • Securely identify and engage customers at scale across devices and channels, with flexible registration, authentication and engagement features
  • Manage millions of customer identities in a single, dynamic schema database built to handle all types of structured and unstructured data, while giving customers full control over their profiles and preferences
  • Drive innovation and revenue with customer identity by making data available in real time to every application or service in the technology stack

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SAP Hybris Global Summit
Barcelona, Spain

October 17-19, 2017

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