Thought Leadership
Find out how companies can use CIAM and customer journey analyses to optimize their sales strategies and better activate existing customers.
In order to increase their sales performance, marketing and sales departments have had a growing number of digital tools at their disposal for several years. However, these generally have a central weakness: their application focus is on acquiring new customers, in the B2B and not the B2C sector. However, it is precisely the activation of existing B2C customers that more and more companies are seeking to penetrate in the course of digitalization and networking. In order to score points here, however, it is imperative that marketing and sales departments are provided with suitable digital tools. Larger and larger volumes of customer data must be collected, evaluated and used to boost sales – automatically, in real time, personalized and with as little friction as possible.
CIAM from a marketing and sales perspective
A challenging task – tailor-made for modern Customer Identity and Access Management (CIAM) systems. The astonishing thing is that practically every company active in the B2C sector already has such a system. However, it is usually perceived and used purely from a security perspective. Marketing and sales, on the other hand, have so far paid little attention to it. A situation that should now slowly change. And that’s a good thing.
Modern CIAM systems can do far more than just manage access to and access to systems and data and protect against identity fraudsters. They can also make a decisive contribution to automatically recording, analysing and evaluating considerable amounts of user data in real time – and this can now even be contextualized. For example, a customer can be assigned to groups or subgroups and then viewed by the marketing department in the role of father, mother, son or daughter, managing director or ordinary employee. Compared to regular customer databases, this creates a more holistic, comprehensive picture of the customer landscape and their likely purchasing preferences – no longer contract-based but identity-based. The increasingly frequent errors in analyses and evaluations caused by bot traffic can be reduced to a minimum thanks to AI-supported CIAM bot recognition systems.
CIAM personalizes customer journeys
With this in place, a wide range of sales issues can be tackled effectively and – thanks to automation – efficiently: Which marketing measures show the highest conversion rate? Which offers and special deals appeal to customers? How many trial subscriptions are needed, how long should they last and which products and services should they include in order to persuade potential customers to make a positive purchase decision?
These and similar questions can be analyzed and evaluated automatically with CIAM systems and the results transferred to personalized customer journeys – without having to compromise on the consistency, seamlessness and smoothness of the user experience.
At present, CIAM data and systems are generally still used far too rarely by marketing and sales. However, if companies want to expand their B2C business, activate their existing customers more strongly and significantly increase their compliance rate there, they will hardly be able to avoid greater interaction with their CIAM systems. CIAM data and systems are an asset, a treasure – if sales teams want to significantly increase sales among their existing B2C customers, they will have to take this principle to heart more than ever before.
