1. Security in Customer Experience
why security is, and always will be front and centre of the
customer experience

2. A story about
one of our
members

3. page
03
a digitally focused business
why identity

4. page
04

5. What happens when you interact with a digital channel
in real life

6. Google Analytics in real life: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
What happens when you interact with a digital channel
in real life

7. FACT
the use of
passwords creates a
point of friction in our
customer journey,
and a measurable
impact on
experience
and unfortunately, or fortunately, we know it
the ugly truth?

8. and our desired service experience
more like this
Know me, remember me
Make it easy
Help me do more
Show me you care

9. but at least we’re not alone right?
Bain and Company Survey: CEB
80% of Marketers Believe
they offer a superior
customer experience
8% of Customers
agree

10. a digitally focused business
one element in our transformation
Our vision:
• Make the hard things easy
• Help our members before they
know they need it

11. page
011
and our desired
service experience
more like this
Marketing team content on service identity/persona

12. FIT

13. what you want to do
focusing questions
What does our
experience
need to
achieve?
Where can
we win in the
market?
What is our
customer
opportunity

14. a digitally focused business
what is identity anyway?
identity
Pronunciation: /ʌɪˈdɛntɪti/
Identity NOUN (plural identities)
1. The fact of being who or what a person or thing is
1.1 The characteristics determining who or what a person or thing is
1.2 [as modifier] (Of an object) serving to establish who the holder, owner,
or wearer is by bearing their name and often other details such as
a signature or photograph:
http://www.oxforddictionaries.com/definition/english/identity

15. experience design
the role of identity
• We know our customers equate FSI to being ‘safe and secure’, and
have a base expectation that you will protect them
• We must also make it as easy for them to access their information
and services
‘Identity provides the mechanism for this, it is the glue that holds
together the experience, either by enabling and protecting or by
enriching and connecting’

16. identity and access management in experience design
benefits
Bridge the gap, enabling friction free experiences
Assures identity, rather than knowing a login
Social logins in particular can provide a richer relationship
Agility and flexibility in deploying new business capability
Done right, allows seamless movement between channels and
fundamentally answers the question of trust, that most FSI participants seek

17. the digital experience pyramid
why security is important Think
for me
Do for me,
Anticipate my
needs
Make it faster than other
ways of doing it
Make it easy to do
Baseline customer experience
Make it safe and secure
Market leadership
and trailblazers
‘Ticket to play’,
hygiene factors
• Recognition of who I am
and how I have interacted
before
• Able to access my stuff
with details I know
• Protecting what needs to
be protected
The Financial Brand Feb 2016

18. where to from here
the role of identity
Alternate, but
existing
identifiers
Risk based
tiered access,
delegated
access
Biometrics,
device ID,
experience
enrichment

19. Questions?