| | AUGUST 20208CIOReviewIN MY OPINIONHOW GAMIFICATION HELPS ORGANIZATIONS IMPROVE UX, REDUCE COST AND INCREASE SECURITY OF CUSTOMER IDENTITYBy Hugo Lowinger, Principal Identity Strategist, PwCThe seven key capabilities of customer identity Whether opening a bank account, renting a car, buying a plane ticket, or logging into an online streaming service, seven key customer identity capabilities are key in making these interactions usable, affordable and secure: (1) Identification (2) authentication (3) signing (4) attribute management (5) access management (6) fraud-/risk management (7) logging.Together, these capabilities form the technological basis of the `Customer Identity' solutions that hundreds of millions of people use every day to interact with their banks, telcos, hospitals, cars, supermarkets, social media accounts and municipalities to give some examples.... that form a highly connected hygiene factorAlthough a critical enabler, customer identity is ultimately just a `hygiene factor'. This means: get it right, it is most likely taken for granted; however, get it wrong and your organization will make the headlines.`Getting-it-right' requires close alignment of the identity domain with channels and products within the organization as well as adherence to its policies: authentication that works well on a mobile device such as fingerprint recognition may not be applicable by default online or in a branch as well. An authentication that is `strong' enough to login to a website on food recipes online, may not suffice to access medical records. And depending on the industry, geography or competitive landscape an organization operates in, certain rules, regulations and/or standards may or may not apply.A rapidly changing domainUltimately it's the people within the organization that have to make sure things are properly aligned between the above mentioned domains. This is no small feat, particularly since the past fifteen years have introduced a tremendous amount of change.Customer identity has seen the introduction of biometrics, MFA, risk-based and adaptive- authentication. Online has become the main distribution channel with email, web, mobile and more recently API's and things. Products and services are now expected to be digital and available 24x7.Moreover, the number of identity related policies has skyrocketed. Most recently, policies have been driven by new regulations such as GDPR, PSD2 and AMLD5; the steady growth of cybercrime such as phishing, skimming, malware, ransomware and CEO fraud; and the fast proliferation of cloud computing and SaaS solutions.On the people side, things have not exactly been quiet either. The wide proliferation of Scrum, DevOps and Agile has brought IT out of the engine room, right into the center of the organization.Interdependency and complexity: Customer Identity TwisterThe resulting complexity of the customer identity domain is daunting. Think about all the systems, processes and teams involved. Not only did they have to support the basic interaction, but also had to enable unhappy flows and exceptions in environments that are riddled with the shortcuts and workarounds taken over the years when they were put in place and or altered.
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