Let Your Customers Have It All: How Identity Orchestration Helps You Design Simple, Smooth, Secure Digital Experiences

Experience is everything these days. When customers interact with a brand digitally, they expect the entire journey to be easy, personalized, and friction-free. Plus, in an ever more privacy-conscious climate, people expect companies to keep their personal data private and secure. 

These seem like pretty reasonable expectations—but many businesses still struggle to meet them when they’re trying to build great digital experiences. That’s because moving from expectation to reality means balancing the tension between three seemingly conflicting priorities: convenience, security, and privacy. 

Businesses tend to do really well with one aspect while falling short on the other two. Their security might be top-notch, for example, but the user experience really isn’t convenient and data privacy is an afterthought. This often results in digital experiences that satisfy neither customers nor the business.

If you want to optimize all three in your digital experiences, identity orchestration offers an effective way to help you achieve that goal. It can help you remove complexities and friction across the entire customer journey and shape seamless digital experiences without sacrificing convenience, security, or privacy. 

In this blog, we’ll explore what identity orchestration is all about, and how it contributes to designing digital experiences that have it all. 

Identity orchestration is a flexible approach to designing, testing, and optimizing digital experiences. It is a no-code/low-code approach to seamlessly weave together different services and applications into end-to-end customer journeys. 

For instance, with an identity orchestration platform, your teams can create automated workflows that integrate identity services like fraud detection, identity verification and authentication into critical digital touchpoints at every stage of your customer journey. 

The value of identity orchestration is the control it provides across all your identity services, giving you the ability to visualize and map out how you’re using different services at every stage in the user journey. Ultimately, identity orchestration makes it easy for your organization to make security invisible to the user (until it needs to be seen).

Using identity orchestration to create digital experiences allows your organization to rapidly iterate and optimize the user journey. By taking an intuitive, graphical approach to building out seamless and secure end-to-end customer journeys you can:

• Experiment with different workflows to drive engagement.

• Swap out or test different vendors to manage cost-effectiveness.

• A/B test different experiences to measure performance.

Best of all, with identity orchestration, you can push these tests and optimizations into production rapidly. It shortens the time-to-market for new features and technologies such as fraud detection, ID proofing and passwordless authentication that not only keep users secure, but also provide frictionless experiences.

Identity orchestration gives you the power to design and deploy digital experiences that bring together convenience, security, and privacy without compromise. Moreover, it’s a secret weapon that can help you outmaneuver the competition. That’s because identity orchestration helps you set the bar for how your customers engage with your digital channels in three key ways: 

1. It Gives Your Teams an Agility Boost
   Low-code/no-code identity orchestration frees up your teams to focus on building experiences, instead of spending weeks or months developing custom integrations to connect to multiple vendor solutions or homegrown systems. Plus, your teams can rapidly iterate and test experiences without waiting for technical support, which means that they can keep focusing on what is important: delivering customer experiences that drive engagement and revenue. 

2. It Ensures Consistent Experiences Across Every Channel
   As your use of digital grows, the number of digital touchpoints your business has to design and maintain increases. Identity orchestration makes it easy to optimize the digital experience across multiple applications, devices, and use cases. And that helps you ensure that your customers enjoy consistent, personalized journeys with your brand—no matter what channel they choose to use. 

3. It Puts You in Full Control of Your Customers’ Experience
   Identity orchestration allows you to use any customer identity or business service to create the perfect digital experience. Your business will have full control over what vendors and services you want to integrate into your digital experiences so that you can generate the greatest impact and highest engagement when interacting with your customers. 

If you have a vision of the perfect digital experience, identity orchestration makes turning it into reality much easier. By seamlessly integrating the necessary customer identity services with your business applications, you can design, test, and optimize digital experiences that delight your customers and drive value for your business—eliminating friction, enhancing security, and ensuring compliance with privacy regulations.

Want to learn more about building exceptional experiences using customer identity? Download Ping’s Ultimate Guide to Customer Identity and Access Management now.