Four Ways to Improve Customer Experience with a Modern Identity Service
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Four Ways to
Whitepaper
November 2020
Improve Customer
Experience
with a Modern
Identity Service
Okta Inc.
100 First Street
San Francisco, CA 94105
info@okta.com
1-888-722-7871Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 1
Contents 2 Introduction
3 Modern Identity Enables Seamless
Omni-Channel Experiences
4 JetBlue
5 TAL
8 Heal
9 AlbertsonsWhitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 2
Introduction Organizations want their dev teams to roll out great new experiences that attract
and retain customers while improving their lifetime value. However, today’s
end users are trained by the Googles, Amazons, and Facebooks of the world to
disengage from experiences that aren’t technologically advanced, frictionless, omni-
channel, and relevant.
You are struggling to find enough developers to execute on all the things you’re
trying to accomplish. Important initiatives are weighed down by the burden of
legacy infrastructure, including outdated identity systems (e.g. WAMs) built for
yesterday’s apps.
Developers are moving away from monolithic app architectures towards
modern app development, leveraging new methods and tools such as API first,
containerization, and microservices.
In order to unify the customer experience and drive engagement, there needs to be
an identity layer serving as the connective tissue between apps, devices, channels,
and experiences. A modern identity service helps dev teams speed up time to
market and deliver the following key product attributes that drive engagement:
• Seamless omni-channel experiences
• Simple, compelling, and self-service onboarding
• Frictionless and secure experiences
• Personalized interactionsWhitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 3
Modern Identity Even though Amazon is the undisputed king of online retail (accounting for 40% of
online sales in 20181), the e-commerce giant isn’t just doubling down online. It acquired
Enables Seamless the grocery store brand Whole Foods and will be opening up retail locations to serve
omni-channel customers.
Omni-Channel Omni-channel customers2 (roughly 70% of buyers3) prefer to use multiple touch points
Experiences when making buying decisions. They blend online experiences (web, mobile, and social)
with physical experiences.
Companies often struggle to meet the needs of omni-channel customers. They lack
the expertise to build and optimize the experience on each app and ensure seamless
switching between channels. They need to recruit and retain more development
resources to build and manage these apps.
Lack of identity and security expertise ultimately puts go-live timelines at risk. Brands
can avoid such challenges using Okta’s secure identity service. JetBlue, the major US
based airline, did just that to support its vision for Frictionless Travel.
Omni-channel 73%
In-store only 20%
Online only 7%
Percentage of Omni-channel Buyers in US in 2015
[1] https://www.digitalcommerce360.com/article/us-ecommerce-sales/
[2] https://www.mckinsey.com/business-functions/operations/our-insights/more-than-
digital-plus-traditional-a-truly-omnichannel-customer
[3] https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-
worksunify the customer experience and drive
between channels. They need to recruit and retain more
t, there needs to be an identity layer serving
development resources to build and manage these apps.
ectiveWhitepaper
tissue between apps, devices, channels, Four Ways to Improve Customer Experience with a Modern Identity Service 4
nces. A modern identity service helps dev Lack of identity and security expertise ultimately puts
d up time to market and deliver the following go-live timelines at risk. Brands can avoid such challenges
attributes that drive engagement: using Okta’s secure identity service. JetBlue, the major
US based airline, did just that to support its vision for
mless omni-channel experiences
Frictionless Travel.
ple, compelling, and self-service onboarding
ionless and secure experiences
onalized interactions
The key to Frictionless Travel is seamless, personalized,
identity enables seamless The key to Frictionless
and omni-channel Travel
customer is seamless,
experiences. personalized,
JetBlue needed and
a omni-channel customer
experiences.
secure identityJetBlue
serviceneeded
to help athem
secure identity
support service to help them support omni-
omni-channel
annel experiences
channel
customers customers withlevels
with differing differing levelsand
of access of access and user types and manage the
user types
h Amazon is the undisputed king of online retail policies that apply to each individual.
and manage the policies that apply to each individual.
for 40% of online sales in 20181), the e-commerce
st doubling down online. It acquired the grocery For
For example,
example, some some JetBlue
JetBlue customers
customers areare involved
involved inin the TrueBlue loyalty program or
Whole Foods and will be opening up retail pay for certainloyalty
the TrueBlue premium services.
program These
or pay for users
certainexpect
premiuma personalized experience across
serve omni-channel customers. digital
services. touchThese points and
users interactions
expect with support
a personalized staff, crew, and partners.
experience
across digital touch points and interactions with support
nel customers2 (roughly 70% of buyers3) prefer To complicate
staff, crew, andmatters,
partners. those access rights are constantly evolving: new customers join
ple touch points when making buying decisions. the loyalty program and partners expand their offerings. While a seamless experience
online experiences (web, mobile, and social) is
Toparamount,
complicate matters,so is making
those sure therights
access rightare
people always have access to the right
constantly
al experiences. information.
evolving: new customers join the loyalty program and
partners expand their offerings. While a seamless
often struggle to meet the needs of omni-channel Okta provided JetBlue with anmaking
identity service thatpeople
enabled the airline to easily and
experience is paramount, so is sure the right
They lack the expertise to build and optimize quickly roll out unified, omni-channel experiences to customers. Okta’s flexible policy
always have access to the right information.
nce on each app and ensure seamless switching framework allows the consistent application of policies across channels. Okta’s UI
talcommerce360.com/article/us-ecommerce-sales/ allows JetBlue’s team to perform ongoing maintenance, make changes, and implement
updates without more code, further reducing overall total cost of ownership. The full
kinsey.com/business-functions/operations/our-insights/more-than-digital-plus-traditional-a-truly-omnichannel-customer
017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works
case study can be found here4.
Does your identity system support high
quality onboarding experiences?
Onboarding complexity has greatly increased with the move to modern application
architectures. End user identities must be managed across microservices, CRM
systems, marketing tech stacks, and security stacks. At the same time, the end user
experience must be compelling, simple, secure, and self-service. 72% of people expect
onboarding to take one minute or less.
The challenge for many orgs trying to modernize onboarding is building on legacy
identity, which is fraught with hurdles that grind new projects to a screeching halt.
Developers are slowed by the mess of spaghetti code resulting from lack of upkeep
and years of one off solutions. They wind up pushing out volumes of custom code that
are laden with vulnerabilities.
[4] https://www.okta.com/customers/jetblue/Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 5
And yet the onboarding experiences they push out must be compelling, simple, self-
service, and secure — regardless of the customer’s stage of engagement (e.g. signing
up, logging in, or making a transaction). Any friction in the onboarding experience can
result in customers abandoning the process and switching to a competitor.
In order to avoid friction and simplify onboarding, brands utilize Otka’s identity service
for modern onboarding scenarios—such as self-service registration and passwordless
login. In 2015, TAL, one of Australia’s largest life insurance specialists launched a
consumer offering. New to consumer, TAL turned to Okta for help rolling out self-
service
Four Ways to registration for theExperience
Improve Customer first time.With a Modern Identity Service
Blue with an identity service that
e to easily and quickly roll out unified,
eriences to customers. Okta’s flexible One of their
One theirconsumer
consumer products,
products,an online quotequote
an online and application experience, required
allows the consistent application of policies a more
and tailored onboarding
application experience, experience
requiredthan standard
a more login. Existing customers were
tailored
kta’s UI allows JetBlue’s team to perform known to interact with TAL infrequently; only
onboarding experience than standard login. Existing logging in one or two times each year
nce, make changes, and implement to renew their
customers policies
were known or download
to interactinvoices for tax
with TAL purposes.
infrequently;
ore code, further reducing overall total only
Afterlogging in one
a years time, or two times
customers wouldeach year
forget topasswords
their renew their and have to go through
The full case study can be found here 4. policies or download invoices for tax purposes.
a reset process. It was a bad customer experience and put additional strain on TAL’s
support team. In order to find a solution, Okta helped to facilitate a passwordless
After a years time, customers would forget their passwords
authentication process.
dentity system support high and have to go through a reset process. It was a bad
arding experiences? Instead of constantly
customer experience resetting
and putpasswords, customers
additional nowTAL’s
strain on only follow a short registration
process with a policy number and an email address as identification.
support team. In order to find a solution, Okta helped to To log in, a customer
exity has greatly increased with the enters their email address orauthentication
mobile phone number and TAL sends a security code. After
facilitate a passwordless process.
pplication architectures. End user entering the security code, customers can instantly access the information they need.
managed across microservices, CRM Instead of constantly resetting passwords, customers
TAL has now successfully opened its consumer channel with the launch of a customer
g tech stacks, and security stacks. At the now only follow a short registration process with a policy
self-service portal supporting two brands, My TAL and Insuranceline, both running
d user experience must be compelling, number and an email address as identification. To log in,
on the Okta Identity Cloud. TAL was able to quickly create a modern onboarding
d self-service. 72% of people expect aexperience
customerto enters their
attract newemail address
customers. or selecting
After mobile phone
Okta, it took just six weeks to
e one minute or less. number and TAL sends
deploy and become active. a security code. After entering
the security code, customers can instantly access the
many orgs trying to modernize
information they need.
ding on legacy identity, which is fraught
rind new projects to a screeching halt.
owed by the mess of spaghetti code
of upkeep and years of one off solutions.
hing out volumes of custom code that are
bilities.
rding experiences they push out must be
e, self-service, and secure — regardless
stage of engagement (e.g. signing up,
ng a transaction). Any friction in the
ence can result in customers abandoningion architectures. End user
ged across microservices, CRM Instead of constantly resetting passwords, customers
stacks, and security stacks. At the
Whitepaper now only
Four follow a short
Ways to Improve registration
Customer Experience with a process with
Modern Identity a policy
Service 6
experience must be compelling, number and an email address as identification. To log in,
service. 72% of people expect a customer enters their email address or mobile phone
minute or less. number and TAL sends a security code. After entering
the security code, customers can instantly access the
orgs trying to modernize
information they need.
n legacy identity, which is fraught
ew projects to a screeching halt. Passwordless Authentication
by the mess of spaghetti code
keep and years of one off solutions.
ut volumes of custom code that are
s.
experiences they push out must be
service, and secure — regardless
of engagement (e.g. signing up,
ransaction). Any friction in the
can result in customers abandoning
ng to a competitor.
and simplify onboarding, brands
vice for modern onboarding
service registration and
015, TAL, one of Australia’s
ecialists launched a consumer
er, TAL turned to Okta for help
egistration for the first time.
tblue/
Identity must enable frictionless and
secure customer experiences
Customer experience is a big motivator for buyers. Customers with the best experiences
spend 140% more than those with the worst experiences5. The chart below shows
revenue increase multipliers based on customer experience scores. Those who reported
the top customer experience scores showed 2.4x increase in annual revenue.
[5] https://hbr.org/2014/08/the-value-of-customer-experience-quantified?mkt_3RkMMJW
WfF9wsRonu6jBd%2B%2FhmjTEU5z16e8oUKO0g4kz2EFye%2BLIHETpodcMSsVqMa%2B
TFAwTG5toziV8R7bDJc121sQQWRbkto Okta to help them
secure customer experiences and remain focused o
Whitepaper Customer experience is a big motivator for buyers.
Four Ways to Improve Customer Experience with a Modern Identity Service 7
Customers with the best experiences spend 140% more
than those with the worst experiences5. The chart below
shows revenue increase multipliers based on customer Heal is a healthcare t
experience scores. Those who reported the top customer a mobile experience
experience scores showed 2.4x increase in annual revenue. to interact. On the on
interactions to be sea
has to secure patient
From a records and d
increasingly complica
PII. Patient records m
Heal turned to Okta f
identity challenges, i
fraud prevention, and
Heal stays HIPAA com
managing customer i
it’s core experiences
At the same time, Ok
log in to their mobile
period of time using
authenticate while re
Doctors can carry an
However, customers expect experiences that are both
However, customers expect experiences
which they use to tak
seamless and secure. According to athat are Salesforce
recent both seamless and secure. According
toState
a recent Salesforce State of the Connected Customer report, 75%helps Heal integrate
of consumers
of the Connected Customer report, 75% of consumers
expect
expectcompanies
companies to to
provide a consistent
provide experience
a consistent wherever they don’t
experience engagehave to as
(such switch
via websites, social media,(such
mobile, IoT connected devices, use
or in person). those apps safel
wherever they engage as via websites, social media,
found here .
7
mobile, IoT connected devices, or in person).
At the same time, consumers are more protective than ever over their personal data.
70% of them will abandon business dealings with a brand following a breach6.
At the same time, consumers are more protective than
Identity is at th
everofover
One their personal
the major challengesdata. 70% of them
confronting willisabandon
brands to enable seamless experiences
business dealings with a brand following People want to feel a
thataare
breach 6.
while contending with identity standards constantly changing (SMS for MFA
sense that personaliz
being in and out of favor, biometrics, passwordless, etc.). Companies need to be able
One of the major challenges confronting brands is to engagement. In fact,
to adapt quickly.
enable seamless experiences while contending with more likely to do bus
Staying upstandards
identity to date on the
thatlatest security and
are constantly identity developments
changing (SMS for requires a dedicated
personalized experie
development team that is not laser-focused on the core business, reducing developer
productivity. Not having the latest technology can result in customer churn.
5 https://hbr.org/2014/08/the-value-of-customer-experience-quantified?mkt_
tok=3RkMMJWWfF9wsRonu6jBd%2B%2FhmjTEU5z16e8oUKO0g4kz2EFye%2BLIHETpodcMSsVqMa%2BTFAwTG5toziV8R7bD
6https://www.gemalto.com/press/pages/majority-of-consumers-would-stop-doing-business-with-companies-following-a-data-
More and more organizations facing these challenges turn to Okta to help them avoid
7 https://www.okta.com/customers/heal/
creating additional security risk and remain focused on creating better experiences.
8 https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-wh
[6] https://www.gemalto.com/press/pages/majority-of-consumers-would-stop-doing-
business-with-companies-following-a-data-breach-finds-gemalto.aspxng experience to attract new customers. developments requires a dedicated development team
kta, it took just six weeks to deploy and that is not laser-focused on the core business, reducing
Whitepaper developer productivity.
Four Ways to Improve Not
Customer Experience withhaving the latest
a Modern Identity Service technology 8
can result in customer churn.
More and more organizations facing these challenges turn
st enable frictionless and
to Okta to help them avoid creating additional security risk
omer experiences and remain focused on creating better experiences.
nce is a big motivator for buyers.
he best experiences spend 140% more
e worst experiences5. The chart below
crease multipliers based on customer Heal is a healthcare technology company working to deliver
Heal is a healthcare technology company working to deliver a mobile experience where
s. Those who reported the top customer acustomers
mobile experience
and doctorswhere customers
are able and
to interact. Ondoctors
the one are able
hand, they want doctor and
s showed 2.4x increase in annual revenue. to interact. On the one hand, they want doctor and patient
patient interactions to be seamless. On the other hand, Heal has to secure patient data
to ensure HIPAA
interactions compliance.
to be seamless.From
On thea records
otherand data
hand, privacy standpoint, healthcare
Heal
is increasingly
has to secure complicated,
patient dataand it goes far
to ensure beyond
HIPAA securing PII. Patient records must
compliance.
be kept
From completely
a records andsafe.
data privacy standpoint, healthcare is
increasingly complicated, and it goes far beyond securing
Heal turned to Okta for solutions to a set of complex identity challenges, including
PII. Patient records must be kept completely safe.
multi-factor authentication, fraud prevention, and API security. Okta helps ensure
Heal stays HIPAA compliant by removing the burden of managing customer identity
Heal turned to Okta for solutions to a set of complex
so Heal can focus on building it’s core experiences.
identity challenges, including multi-factor authentication,
At theprevention,
fraud same time, Okta ensures
and API customers
security. Okta can seamlessly
helps ensure log in to their mobile app
whilestays
Heal retaining the login
HIPAA for a period
compliant of time using
by removing Okta SDKs,
the burden of preventing the need to
reauthenticate
managing while remaining
customer identity sosecure.
Heal can focus on building
it’s core experiences.
Doctors can carry an iPad with other third-party apps on it, which they use to take notes
or the
At looksame
up information.
time, OktaOkta helps Heal
ensures integrate
customers canwith partners via SAML so doctors
seamlessly
don’t have to switch between multiple logins, but can still use those apps safely. The
log in to their mobile app while retaining the login for a
full case case study can be found here.7
period of time using Okta SDKs, preventing the need to re-
authenticate while remaining secure.
Identity
Doctors caniscarry
at the core
an iPad withof personalization
other third-party apps on it,
ers expect experiences that are both
which they use to take notes or look up information. Okta
ure. According to a recent Salesforce People want to feel appreciated and valued, so it makes sense that personalization is
helps Heal integrate with partners via SAML so doctors
critical for improving engagement. In fact, eight out of ten customers are more likely
ected Customer report, 75% of consumers
don’t have
to do businessto switch betweenifmultiple
with a company logins,
it provides but canexperiences.8
personalized still
s to provide a consistent experience
use those apps safely. The full case case study can be
gage (such as via websites, social media, The key for7.organizations trying to build out more personalized experiences is a
found here
cted devices, or in person). 360-degree view of the customer. However, customer data is often siloed across the
technology stack, and managing multiple customer data stores can be manual, error-
consumers are more protective than
Identity is at the core of personalization
prone, and costly.
rsonal data. 70% of them will abandon
with a brand following a breach6. This makes
People wantit difficult for organizations
to feel appreciated andto gain full
valued, socustomer
it makesinsights, and introduces
the riskthat
sense of presenting irrelevant
personalization contentfor
is critical or offers to their customers. Customers may
improving
challenges confronting brands is to then churn andInchoose
engagement. a competitor.
fact, eight out of ten customers are
experiences while contending with more likely to do business with a company if it provides
Brands turn to Okta to support personalization by unifying their customer identities
that are constantly changing (SMS for personalized experiences8.
from across disparate identity stores.
he-value-of-customer-experience-quantified?mkt_
onu6jBd%2B%2FhmjTEU5z16e8oUKO0g4kz2EFye%2BLIHETpodcMSsVqMa%2BTFAwTG5toziV8R7bDJc121sQQWRbk
/press/pages/majority-of-consumers-would-stop-doing-business-with-companies-following-a-data-breach-finds-gemalto.aspx
stomers/heal/
essroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
[7] https://www.okta.com/customers/heal/
[8] https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-
are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiencesdata stores can be manual, error-prone, and costly. top-line revenue. The full pre
This makes it difficult for organizations to gain full customer
Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 9
insights, and introduces the risk of presenting irrelevant One identity platfo
content or offers to their customers. Customers may then
customer experienc
churn and choose a competitor.
engagement
Brands turn to Okta to support personalization by unifying A modern identity service is
their customer identities from across disparate identity stores. speeds up time to market fo
omni-channel experiences; s
service onboarding; and per
Organizations can depend o
Albertsons, one of the largest U.S. grocery retailers, has
Albertsons, one of the largest U.S. grocery retailers, has 30 millionidentity
customers interacting
service, thereby elim
30 million customers interacting with its almost 20 retail identity headcount. We help
with its almost 20 retail grocery brands, including Safeway, Vons, and Acme Markets.
grocery brands, including Safeway, Vons, and Acme
Albertsons has an omni-channel experience that connects customers across grocery your d
leaders while keeping
Markets. Albertsons has an omni-channel experience that customer engagement.
store brands,
connects rewards
customers and loyalty
across groceryprograms, and ecommerce
store brands, rewards portals.
and loyalty programs, and ecommerce portals. Customers love our vendor-n
Personalization is very important to Albertsons because customers expect unique
with pre-built integrations to
experiences across
Personalization the Albertsons
is very portfolio
important to of grocery
Albertsons stores—for example, the Safeway
because marketing and digital techno
experience is different
customers expect then
unique the Vons experience.
experiences across the range of B2B and B2C use c
Albertsons portfolio of grocery stores—for example, the
The challenge for Albertsons was to deliver a personalized, branded experience
in designing to
a frictionless en
Safeway experience is different then the Vons experience.
customers, while at the same time unifying identities across disparate identity stores
your unique security and co
inherited via acquisition.
The challenge for Albertsons was to deliver a personalized, We offer products for techni
branded experience to customers, while at the same time
Okta helped Albertsons create a single and consistent loginaudiences experience with
thatourwas
broad AP
unifying identities across disparate identity stores inherited provide a set of customizabl
individually branded, yet seamless and secure. Okta’s Universal Directory helped
via acquisition. hand-tailored customer jour
Albertsons break their customer data silos, creating one unified customer management
flexibility in who can manag
store.
Okta helped Albertsons create a single and consistent login
experience that was individually branded, yet seamless and Born and built in the cloud, O
Their customers
secure. enjoy a frictionless
Okta’s Universal experience
Directory helped when logging
Albertsons break in and redeeming rewards
innovate and scale at the sp
via Albertsons’
their customer unified loyalty
data silos, program,
creating one increasing the value generated for the customer
unified customer the speed that their infrastru
and thereby leading
management store. to greater loyalty and top-line revenue. The full press release can
be found here.9
9 https://www.okta.com/press-room/press-releases/albertsons-implements-okta-for-customer-identity/
One identity platform connects the customer
experience and drives engagement
A modern identity service is the connective tissue that speeds up time to market for
delivering seamless, secure omni-channel experiences; simple, compelling, and self-
service onboarding; and personalization.
Organizations
About Okta can depend on Okta for a future-proofed identity service, thereby
eliminating the need for
Okta is the foundation forsecure
dedicated identitybetween
connections headcount. We help you
Our keep pace
platform with
securely connect
technology leaders while
people and technology. Ourkeeping your
IT products developers
uniquely focused on customer
use identity engagement.
and partners. Today, thousand
information to grant people access to applications on any device help them fulfill their missions
Customers love our
at any time, while stillvendor-neutral,
enforcing strongbest-of-breed approach withFor
security protections. pre-built integrations
more information, go to htt
to your current or planned marketing and digital technology stacks. We support a broad
range of B2B and B2C use cases, so we have great flexibility in designing a frictionless
end-user experience based on your unique security and complexity requirements.
[9] https://www.okta.com/press-room/press-releases/albertsons-implements-okta-for-
customer-identity/Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service 10
We offer products for technical and non-technical audiences with our broad APIs,
SDKs, and widgets. We provide a set of customizable building blocks to create hand-
tailored customer journeys. This gives organizations flexibility in who can manage the
customer experience.
Born and built in the cloud, Okta enables customers to innovate and scale at the speed
they want, rather than the speed that their infrastructure dictates.
About Okta
Okta is the leading independent provider of identity for the enterprise. The Okta
Identity Cloud enables organizations to securely connect the right people to the
right technologies at the right time. With over 6,500 application integrations,
Okta customers can easily and securely use the best technologies for their business.
To learn more, visit okta.com.You can also read
