What a day! More than 500 people registered for IDENTIFIED. The Customer Identity Management Conference, founded by Gigya, which took place on 6th June near the historic Trafalgar Square in London.
The standing-room only crowd was treated to a schedule packed full of insight, experience and opinion from technology and marketing experts spanning a host of sectors and brands such as ASOS, Forrester Research, Bayer, Center Parcs and Nestlé.
IDENTIFIED explored the challenges and opportunities that brands face in winning back the trust of consumers, eroded by all too familiar creepy and non-consensual marketing tactics. The way forward, according to the presenters, is to give customers personalized and customized experiences, while at the same time respecting their privacy and allowing them control over their personal data.
There isn’t enough room to recap all the analysis and recommendations shared throughout the day, but here are a few quotes that stood out for their clarity:
- “Creepiness comes into three buckets; misuse of data; data hygiene errors; and invasive marketing tactics” – Fatemeh Khatibloo, Principal Analyst, Forrester Research
- “It’s challenging to provide a personalised experience if you don’t get identity right.” – Patrick Salyer, CEO, Gigya
- “We need to understand who the person is on a personal level so we can drive a relevant experience.’ – Jan Detert, Global Lead for Personalized Consumer Experiences, Nestle
- “If we’re shouting as brands, we’re not listening. We need to listen to our customers.” – Charles Nicholls, Head of SAP Hybris as a Service
- “84 per cent of our customers book their stay online. Our aim is to get to know more about them.” – Craig Ambler, Director of IT, Center Parcs
- “Every customer is trying to solve a problem. We need to understand them to solve their problem.” – Mike Weller, Chief Operating Officer, Softonic
- “We cannot expect our customers to be happy with our security just because we’re a big brand.” – Kristian Alsin, Director Risk Advisory, Deloitte LLP
- “GDPR (the European Union’s upcoming General Data Protection Regulation) can be brilliant for customers. It gives them rights and it’s up to us to add to their experience.” – James Saxton, Director of Technology for CX, ASOS
- “Privacy by design is not new. Brands that care have been doing this for a long time.” – Dr. Karsten Kinast, Fellow Analyst, KuppingerCole
- “Privacy is a gateway to personalisation.” – John Grimbaldeston, Senior Marketing Manager – Customer Retention & Engagement, Satsuma Loans
- “(In business) there are people that make things happen, people that watch, and people that wonder what happened.” – Baroness Karren Brady, CEO, West Ham United Football Club
There’s much, much more to share. Stay tuned in the weeks and months ahead as we present insights from IDENTIFIED in depth.
By Mike Langberg