Adding Relationship Management to Identity: It's a Must for Customer-Obsessed Companies

Adding Relationship Management To Identity: It’s A Must For Customer-Obsessed CompaniesEve Maler, Principal Analyst, Security & Risk

June 5, 2014

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2© 2012 Forrester Research, Inc. Reproduction Prohibited

In April 2014, ForgeRock commissioned Forrester Consulting to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones. Forrester tested the assertion that companies can obtain significant value by implementing IRM solutions that treat customer identities, and their identity data, as mission-critical for the top line of the business.


In April 2014, ForgeRock commissioned Forrester Consulting to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones. Forrester tested the assertion that companies can obtain significant value by implementing IRM solutions that treat customer identities, and their identity data, as mission-critical for the top line of the business.

In conducting online surveys of 111 B2C and B2B2C executives with responsibility for IAM and six interviews, Forrester found that new business and technical demands require a strategic focus for which existing IAM infrastructure may not be sufficient, and that there is a significant opportunity to utilize IRM-supportive technologies in support of customer-facing IT initiatives.

© 2012 Forrester Research, Inc. Reproduction Prohibited

The Age of the Customer is a 20-year business cycle in which the most successful enterprises will Reinvent themselves to Systematically Understand and Serve increasingly powerful customers.

The age of the customer – what is it?

4


Four institutional imperatives in the AoC

Become a digital business leader

Reinvent

Transform digitally enabled

customer experiences

Systematically

Create contextual mobile offerings

Serve

Turn big data into customer

insights

Understand

Age of the customer

© 2014 Forrester Research, Inc. Reproduction Prohibited 6

The past

Information

Price Location

Tech

© 2014 Forrester Research, Inc. Reproduction Prohibited 7

Information

Price Location

Tech

Today


Source: Forrester Consumer Technographics, US and Canadian Online Population 18+, 2013

Mobile connects us everywhere

Canada USA “Where do you access the Internet on your smartphone?”


Source: May 2013 “Winning The Customer Experience Game” Forrester report

Of course, behind every customer touchpoint is a technology story


So, what did we find in our study?

The demand for “external-facing IAM” is widespread.

Traditional IAM architecture is not prepared for customer engagement.

IRM success is evaluated differently from IAM success.

IRM platforms must be agile, modular, coordinated, and scalable.

Companies are straining against a view of IAM as a

tactical IT concern


IRM deserves its special moniker because it operates at special scale

Source: A commissioned study conducted by Forrester Consulting on behalf of ForgeRock, April, 2014

Partner Employee Consumer0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

101 – 1,000

1,001 – 10,000

500,001 – 5,000,000


Companies are dubious about the IRM preparedness of existing IAM solutions

13


Considering the IAM technology solutions you use internally now, how prepared are these solutions for use in external

deployment scenarios?Not at all prepared;

8%

Not very prepared;

22%

Some-what

prepared; 36%

Very prepared;

34%

Base: 111 B2C and B2B2C Executives

66% feel less than “very prepared”

Yes; 88%

No; 5%

N/A 5%

Don’t know; 2%

Does your budget for building out external-facing, customer and

partner identity and access management include investment in

new IAM software?

IRM priorities are increasingthe pressure on IAM projects


The definition of success is shifting


Have you been asked to measure the revenue impact of your customer-facing

IT projects?

Yes; 83%

No; 9%

Don’t know; 8%

Base: 86 [Those who work on customer-facing IAM projects]




Metrics are moving from input to output and from internal to business-focused

What types of success metrics govern your IAM-related projects today?

5) Drive customer intelligence

4) Drive increased revenue

3) Fraud detection/prevention rates

2) Regulatory compliance (e.g., PCI, HIPAA, EU Data Protection Direc-

tive, etc.)

1) On-time and on-budget

What types of success metrics do you anticipate will govern your IAM-related projects three years

from now?

5) Drive customer intelligence

4) Regulatory compliance (e.g., PCI, HIPAA, EU Data Protection Direc-

tive, etc.)

3) Drive increased revenue

2) Fraud detection/prevention rates

1) On-time and on-budget



Metrics are moving from input to output and from internal to business-focused

How will success metrics that govern your IAM-related projects increase or decrease

over the next three years?

On-time and on-budget

Regulatory compliance

Drive customer intelligence

Drive increased revenue

Fraud detection/prevention rates

-7%

-1%

5%

7%

8%

Three years from now versus today



IRM requires the right architecture

We’re undergoing a digital transformation. I didn’t think IAM was going to be so important for this, but now I realize it’s valuable to create a targeted architecture and not have to build specialized applications each time. The users will be able to access the same platform, and their access will be controlled by authorization. It’s really an enabler in completely transforming the way we do things. People expect 24/7 access.

– Media/advertising

100%


Source: January 24, 2014 “Mobile Moments Transform Customer Experience” Forrester report

Mobile expectations are rising; customer-obsessed companies prioritize mobility


Mobile is a really difficult thing to control in our environment.13,000 students probably have 15,000 different devices – probably more like 30–90,000 different devices. So I don’t do anything to attempt to control their mobile experience, other than making the system available to them.

– Higher education institution

About a year and a half ago, we put the entire sales team on mobile devices. They don’t even get provisioned laptops [anymore].

– Cloud services provider



Strategic priorities reflect the IRM imperative

“Please indicate which of the following are, or will be, strategic IAM priorities for your company.”

Managing IAM for multiple types of network-connected devices owned by employees

Using IAM to control and enable employee access to cloud/SaaS services

Mitigating operational expenses and security risk by extending IAM to employees

Consolidating disparate employee IAM systems

Ensuring IAM systems scale to handle anticipated customer growth

Managing IAM for multiple types of network-connected devices owned by customers

Using IAM to enable and unify customer access to cloud-based services

Consolidating disparate customer IAM systems

Driving business value and revenue by extending IAM to customers

21%

24%

25%

22%

20%

21%

19%

25%

28%

35%

37%

32%

36%

27%

31%

41%

39%

21%

33%

33%

40%

40%

46%

43%

36%

32%

48%

Will be a priority in more than a year Will be a priority in the next year Is a current priority


IAM

IRM


What do you need to scale?IAM

Roles and entitlementsIRM

Users and engagement

[F]or external users, the effort tends to be more focused around the technology and the deployment, whereas when you start internally, there’s a lot more focus on method and process and business change, about 80% business change and 20% technical. For external-facing systems, it tends to be 80% technology and implementation and 20% process.

– Global IT services


What do you need to do to users?IAM

ControlIRM

Enable

A business customer can also wear a consumer hat. … The platform will know if the user is a merchant. …The user will be able to jump right from the ad itself, and be able to upgrade directly. It’s the cross-use of the platform with the different identities that we’re trying to implement.

– Media/advertising


What do you need to do about mobility?IAM

Trap at the front doorIRM

Accept gracefully

I can’t take Nigeria off the network like I’d like to. I’m 100% sure I have someone doing research there; they’re all over the world, all the time.

– Higher education institution


Increase your customer obsession quotient by:• Evolving your customer-facing projects to

account for strategic IRM• Preparing your identity platform for mobility• Leveraging IRM agility to build security and

customer intelligence

Thank youEve Maler

+1 425.345.6756

[email protected]

@xmlgrrl

Adding Relationship Management to Identity: It's a Must for Customer-Obsessed Companies

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