81% of customers prefer companies offering a personalized experience, however, businesses often struggle to leverage data effectively to create those relevant, tailored experiences. One of the most pressing issues is the inability to rapidly deploy solutions that understand and act upon the context of customer interactions. This is where native identity workflows come into play, providing the crucial infrastructure needed to unlock the full potential of personalized services.
The challenge: silos, data security, and context
Data silos, security concerns, and limited operational capabilities often prevent organizations from fully leveraging their data to create personalized customer experiences. Businesses find themselves struggling to combine data from various systems, understand the context in which users are interacting, and deploy services quickly and securely. Without a clear understanding of the context - for example, what a customer is doing at a particular moment or who they represent in a given scenario - businesses are limited in their ability to offer truly personalized experiences. In other words, without situational relevance and embedded native identity workflows, customer experience cannot move past siloed experiences.
The role of Native Identity Workflows
Businesses need a way to embed identity workflows directly into their applications. Graph forms the frame in which this is possible and digital identity provides an additional core service to both understanding situational relevance and executing against it. Native identity workflows simplify the process of connecting and enriching customer data, providing a unified view that allows businesses to dynamically adjust their services based on the specific needs of the user at any given time.
Leveraging a platform like IndyKite’s allows you to capture data from across the organization, connect and enrich this data into a knowledge graph full of insights and control the use of this data to build better applications and services for your customers. This includes better understanding whether a user is interacting as an individual, as an employee, or on behalf of a partner or distributor. The ability to capture and apply session information allows businesses to know exactly what actions a customer is taking and tailor the experience to fit that context.
Why Native Identity Workflows matter
Native identity workflows eliminate the need for businesses to become experts in digital identity management or to spend valuable time and resources building custom identity solutions. Instead, these workflows allow businesses to focus on creating engaging, personalized experiences by simply embedding the right identity context into their applications.
Native identity workflows, and the context they provide, can very quickly be embedded into application interactions. This approach not only saves time and reduces costs, but it also allows businesses to scale their personalized services quicker. Whether it’s for B2B or B2C scenarios, embedding native identity workflows ensures that data is used securely and in real time, allowing businesses to offer the right services to the right customers at the right time.
How to get started
The key to achieving these benefits is unifying your data and embedding native identity workflows into your existing infrastructure. With the right tools, businesses can leverage data without disrupting their current systems, making it easier to deploy personalized services at scale.
Platforms like IndyKite simplify this process by capturing, connecting, and controlling data across the enterprise, enabling businesses to quickly deploy solutions that are both secure and contextualized. With this foundation in place, businesses can build personalized customer experiences that promote growth and strengthen customer loyalty.
Rapid deployment of these solutions is now a realistic goal for businesses looking to maintain a competitive advantage.
Discover more, including a case study in global manufacturing here.
