About the Author: Tom Eggleston (CEO)

Tom Eggleston (CEO)



Categories: Blog, Customer Identity

Customer experience makes a huge difference to the success or failure of the online retail and finance sectors. Research by SuperOffice has found that two-thirds of consumers who find a web experience frustrating have a negative perception of the brand involved. Similarly, 55% say a bad mobile experience makes them less likely to do business with that brand in the future.

From the customer’s perspective, a good experience means a seamless journey through every stage of the buying process, from initial research all the way through to payment and delivery. And while many businesses have managed to get this right in most areas, one stage of the journey where they often come unstuck is during the registration process.

However, while businesses appreciate that there’s often an issue with their registration process, they usually struggle to pinpoint exactly what or why, preventing them from taking the right remedial action. This blog investigates the typical problems with registration processes, why customer experience analytics often don’t shed light on those problems, and the solution that can act as the missing piece of the puzzle.

The ‘black hole’ registration stage

CIAM stands for Consumer Identity and Access Management, and helps refine the user registration, verification and authentication processes within a customer journey. It’s a vital part of the online retail experience, but it’s a part of the journey that can often deliver negative experiences for consumers. The reasons for this are many, and can include, but are not necessarily limited to:

  • Forms that are too long and too detailed
  • Forms that are poorly designed or have glitches
  • Authentication and verification layers that users find excessive
  • Multiple requests for similar information
  • Inconsistent experiences across different devices
  • An experience that doesn’t give users confidence around security

Ultimately, customers want to deal with a CIAM that’s simple, fast and secure. And when any of these issues occur, they quickly get frustrated and irritated because they’re dealing with a system that isn’t as fast or as simple as they feel it should be. The result is that they either abandon their purchases altogether and buy from a competitor with a simpler experience, or they persevere through the form but feel negative about the brand as a result. Either way, the knock-on effect is lost revenue, both in the short-term and the long-term.

Using analytics can also expedite the act of resolving those issues. Actionable insights mean that it’s possible to run A/B testing of different resolutions and draw meaningful data on the best solution, so that only the