客户 IAM 和您的 CRM报告

CUSTOMERIAMANDYOURCRM

MAXIMISINGCONTROLOFEXTERNALUSERS-LEADS,PROSPECTS,CUSTOMERS,CONTRACTORS,VENDORS,&PARTNERS

WHITEPAPER

ConnectingIdentity.TransformingDigitalBusiness.

UBISECUREWHITEPAPER

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INTRODUCTION

ACustomerRelationshipManagement(CRM)systemisthebeatingheartofanenterprisesalesteam.CRMisthecentralrepositoryofyourcustomerinformation.LeadgenerationeffortscreatenewcontactswithintheCRMsystem.Theseleadsarethencarefullycultivatedintopayingcustomers.ThebusinessesthatdealwithahandfulofcustomerscanmakedowithExcelsheetsorothermanualtools,butanybusinessthathasexperiencedthegrowthtoaSMElevelhaslikelyfelttheneedtoinvestinarealCRMsolutionthatallowseffectivemanagementofleads,prospects,andcustomers.

CRMsystemsareusedbymanydifferentusergroups.Sales,customerservices,andmarketingdepartmentscreate,modify,update,andremoverecordsintheCRMdatabase.TheaccuracyofthedataintheCRMsystemhasextremelyhighimportancetobothsalesandmarketingeffortsofthecompany.

InaccurateoroutdatedinformationwithintheCRMcandirectlytranslateintoinefficiencyofyoursaleseffortsandmarketingcampaigns.ThecorrectnessandaccuracyofdataisakeydriverforintegratingaCustomerIdentityandAccessManagement(CIAM)solutionintotheCRMsystem.AwellplannedandexecutedCIAMtoCRMintegrationprovidesdoublebenefitsbyimprovingtheCRMdataaccuracyandquality,whilereducingtheadministrationoverheadofcontactinformation.ACIAMsolutionisbydesign,optimisedforidentityandaccessmanagementfunctionsforexternalusers,andcanenableatiereddelegatedadministrationmodel,wherethecustomersthemselveshaveaccesstoself-serviceworkflowsforregistering,creatingnewidentities,invitingusers,andauthorizingusers.Theseself-servicefunctionscandramaticallyreducethecustomerservicedeskcostswhileimprovingcustomersatisfactionandloyalty.

Thequalityofdatahasaddedbenefitsbeyondsalesandmarketing.Inmanycases,theCRMdataisbeingprocessedwithanalytictools.Theanalysisresultsarethenusedasbasisforstrategicinitiativesandoperativeplans.Poordataqualityattheoutsetislikelytohaveanegativeimpactonthequalityandeffectivenessoftheseplansandactions.

ThiswhitepaperassumessomebasicunderstandingofhowthedatamodelandscalabilityoflegacyIAMsystemsarenotsuitableforacustomerdrivenusecase.PleasereadUbisecure’sfreewhitepaperonLegacyIAMvsCustomerIAMforfurtherbackground-

/about/resources/customer-iam-vs-employee-iam/

THEDIFFICULTIESWITHTRADITIONALMODEL

TraditionalIAMsystemsdeployedbyenterprisesconcentrateonprovisioningtheemployeeidentitiesfromaHumanResources(HR)systemtorelevantrepositorieswithintheorganization.InternalIAMsolutionsarematureandhavebeenaroundforalongtime.InternalIAMenablesorganizationstoeffectivelymanagetheidentityandauthorizationsofanemployee.Duetoitsnature,internalIAMdoesnotenableorganizationstogeneratenewbusiness,norimproveintangibleaspectsoftheoutwardfacingbusinesssuchascustomersatisfactionorloyalty.

ItisdifficultorimpossibletodeployaninternalIAMsystem(basedontheprocessesforemployeemanagement)tohandlethemanagementofidentitiesandrolesofexternalusers,suchascustomersandpartners.

Intheexampleabovetheprovisioningprocessofaninternaluserisfairlystraightforward.However,thesituationchangesdramaticallywhenthescopeturnstomanagementofexternalusers.Withexternalusersitiseitherdifficultorimpracticaltostandardizeonasingleprocess,infrastructureorauthenticationmechanism,asthedemandsofthebusinesstypicallyrequireahighlevelofflexibility.Thisflexibilityisthebaseoftheeaseofuse(andhencesatisfaction)ofthecustomer.

Managingtheidentityofleads,prospects,andeventuallycustomersintheCRMturnsintosuccessfulbusiness,whileawell-designedCIAMtoCRMintegrationminimizesthecostofthismanagementandimprovestheuserexperience.

Inadditiontoleadsandcustomers,theexternalusersmayalsoincludepartners,contractors,vendors,shareholders,etc.EffectiveIAMintegrationallowstosecurelyandselectivelyofferaccesstotheseonlineservicesfromoutside.

Thelifecycleofacustomertypicallystartswithmarketing.Marketingcampaigngenerateleads,thatarequalifiedandhandedovertosales.Salesteamsworktoconvertleadsintoopportunitiesandeventuallycustomers.UponasuccessfulsaletheCRMisupdatedwithcontractinformationandmanagedthroughoutthedurationoftherelationship.

Overtimetherelationships,organizations,andpeopleinthecustomerbasechangeanddataqualityintheCRMerodes.Yeartoyearasmuchas25percentofthecontactdatacanbeoutdatedasemployeesofyourcustomerswillchangeresponsibilities,movetoothercompanies,retire,etc.This,aswellasthemanagementofthefreshnessofthedataisachallengeasasalesorganizationhaslimitedvisibilityintothecustomerorganizations.

Withastand-aloneCRMsystemthemanagingofexternalonlineusersmanuallyisdifficultandtime-consuming.EachentryneedstobeaddedbytheITdepartment,sales,orthecustomerservicedesk.Insomecasesobsoleteregisteredaccountsmaylingerwithinsystemswithaccessprivilegeseveniftheuserhasmovedon,creatingapotentialsecurityrisk.

CIAMTOCRMINTEGRATION

ModernCRMsystemshaveextensiveApplicationProgrammingInterfaces(APIs)tofacilitateintegrationofthird-partyproductsorsolutionsintotheCRM.TheCIAMsolutioncanbeintegratedtotheCRMusingtheseAPIs.TheseAPIsallowseveralwaystomanipulatethedatastoredwithintheCRM,butforIAMintegrationpurposes,theneedforextensiveAPIusageorintegrationisnotnecessary,makingtheintegrationeffortfairlyquickandefficient.

TYINGTHEIDENTITYTOTHECONTRACTLIFECYCLE

ThemainusecaseoftheCIAMandCRMintegrationistotiethecontractlifecycleofacustomertotheidentitylifecycle,oraccessmanagementseamlessly.Iftheaccessmanagementsolutionisawareofthecontractstatus,accurateaccessdecisionscanbemadebasedonthisinformation.Thisintegrationfixestheabovementionedsecurityloopholeofobsoleteuseraccounts.ThisprocesscanbeautomatedwiththeintegrationbetweentheIAMandtheCRMsystem.

AnadditionalbenefitfromthisCIAM-CRMintegrationistheabilitytoautomatethecustomerregistrationprocess.WhenaCIAMsolutioncanverifyautomaticallyfromtheCRMthatacontractexists,onlineregistrationbecomesmuchsmootherforthecustomerorganization.Removingobstaclestocustomeron-boardingisapowerfulbusinessaccelerator.Customerscanbeempoweredtomanagetheirownorganizationalaccountssothatonceacustomerorganizationisregisteredtheyareissuedan

administratoraccountthatallowsthecustomerstomanagetheirownidentitiesandauthorizationsusingtheworkflowsprovidedbytheCIAMsolution.

INVITATIONPROCESS

Inthetraditionalmodelthecustomerregistrationwithinonlineservicesislessthanstraightforward.OnewaytolowerthethresholdthiscreatesistouseaninvitationfunctionwithintheCRMsystem.Duringasalescalloracustomervisit,thesalesmanagercansimplyhitan"Invite"buttonontheCRMinterface-theintegrationwiththeCRMandtheCIAMtakescareoftherest.Thisallowsanautomatedwaytodirectexternaluserstotheself-serviceportals,andcreatebothincreasedefficiencyandcostsavingsinthebusinesscriticalcustomeracquisitionprocess.

Theseinvitationsareapowerfulsalesandmarketingtoolsthatcanalsobesenttomultiplecustomersatonce,ortoallofthecustomersviabatchfunctions.

ACQUIRINGNEWCUSTOMERS

Thecostofacquiringanewcustomertypicallyhasasubstantialimpactonthemarginsofanybusiness.High-volumebusinessesinparticularcannotsustainahighcostofcustomeracquisition.Generally,alloptionsthatreducethefrictionofconvertingaleadintoacustomerarefavourable–evenmoresoiftheconversionhappensthroughself-service.Costreductionisdirectlyvisibleatthebottomline.

CIAMenablesthecreationofanonlineregistrationprocess,whereself-serviceworkflowsareusedtoregisternewcustomers.Automatedverificationofcustomerdata(phonenumber,e-mailaddress,andidentity)duringregistrationenhancestheCRMdataaccuracy.TheregistrationrequestcanbeautomaticallyapprovedandenteredintotheCRM,oralternativelyitispossibletofurtherverifyandmanuallyapprovethecustomerdatabyasalesmanagerorcustomerservicedesk.

Thesalesteams’processofengagingleadsandincreasingleadscoreswithintheCRMcanalsobenefitfromtheCRMandCIAMintegration.Oftenleadsarecapturedfromvarioussources(onlinemarketing,exhibitionsandevents,socialmediacampaigns,etc.)IncasetheleadinformationwithintheCRMincludesaqualifiede-mailaddress(preferablywithsomethingelsethanapublicwebmailaddress)aninvitationcanbesenttotheprospecttoregistertotheonlineservice.TheCIAMtoCRMintegrationcanhandlethisautomatically,orsalesmanagerscanreviewleadsandsendindividualinvitationstothemoreattractiveleads.

TheCRMindicatestotheCIAMthataninviteneedstobesenttotheleadthroughtheRESTAPI.TheIAMsystemsendsaninvitationtotheleadwitharegistrationlinkembeddedintothemessage.Ifthecustomerregisterstotheonlineservice,theIAMindicatestotheCRMofthisthroughtheRESTAPI,andtheleadscorecanbeautomaticallyupdatedbasedonyourprocesses.Thisinformationcanbeusedby

thesalesorganizationtotargetprospectswhohavealreadyindicatedtheirinteresttowardstheonlineservices.TheCIAMsystemauthorizestheleadstoaccesstheserviceswitharole(example:"lead")thatcanbetrackedwiththeBusinessIntelligence(BI)systemprovidesfurtherinformationaboutthelead.

INCREASEEFFICIENCYINSALESANDMARKETINGPROCESSES

Oneoftheconstantchallengesisthedeteriorationofcustomerdata.Whentheresponsibilityofmaintainingaccurateandup-to-datecustomercontactinformationiswithinthesalesdepartment,thequalityofthedatainevitablydeterioratesastimeprogresses.Forthesalesmanager,thereislimitedvisibilityintothechangeswithinthecustomerorganizations.WhiletheCRMdataisofextremeimportancetothesalesorganization,theday-to-daysalestaskssometimesmeanthatupdatesmaygetlostonpost-itnotes,forgotten,orcontactinformationupdatedincorrectly.

YearoveryearacertainpercentageoftheCRMdatabecomesobsolete.Dependingonthenumberandtypeofcustomersthispercentagenumberwillvary.Somestudiesshowthatasmuchas25percentofCRMdataobsoletesannually.Thismeanslesseffectivemarketingandconsequentlysufferingsales.

ImprovementofCRMdataqualityhasanimmediateanddirectimpacttothebottomline.

IntegratingtheCRMwithaCIAMsolutionthatprovidesexternalusermanagementcapabilitiesenablesyourorganizationtoimprovethequalityofthecustomerdataconsiderably.TheIAMsolutionallowsyourcustomerstomanagetheirownidentitiesandauthorizations.ThiswaythecustomerorganizationisresponsibleforupdatingtheinformationthatissenttotheCRMautomaticallythroughtheRESTAPIs.

ACIAMsolutioncanalsoimprovemarketingefforts.AstheCIAMsolutionmanagestheaccesstotheonlineservices,italwayshasup-to-dateinformationonwhoisresponsibleforwhatwithinthecustomerorganization.Thisup-to-dateaccessinformationallowsmarketingtoaddressthecorrectcontactswithinthecustomerorganizationswithpinpointaccuracy.Astheauthorizationsbasedonrolesaremanagedbythecustomerorganization,theinformationisalwaysaccurateandup-to-date.

TheCIAMsolutionisalsocapableoftranslatingbusinessorientedrolesthatareeasytounderstandtoapplicationrolesusedbythecustomer-facingonlineserviceorapplication.Thishelpsyourcustomersassignappropriateaccessprivilegeseasily,withoutwonderingwhatthe"member"applicationroleactuallymeans.

CONCLUSION

Externalidentitiesarekeyassetsofanybusiness.Leadsrepresentpotentialnewrevenuewhileexistingcustomersarepotentialupsellopportunities.Externalidentitiesarethesoilonwhichyougrowyourbusiness.Ifyourorganizationhasexternallyfacingonlineservices,implementingaCIAMsolutionwillhelpyouinmultipleways.ThemasterdataofthecustomersandleadsisstoredinyourCRM.Togetthebestresultsfromyourleadgenerationeffortsandexistingcustomers,theIAMsolutionimprovesyoureffectiveness,reducescost,andmakesaccessingyouronlineservicesandapplicationseasier.

WhileyouwouldnotwanttoallowyourcustomerstoaccessyourCRMdirectly,theCIAMsolutioncanbeusedtoempoweryourcustomers,andatthesametimeimprovethequalityofyourcustomermasterdata.Loweringtheamountofoutdatedorincorrectcustomerinformationfrom25percentwillempoweryourmarketingorganization,improveyoursalesefficiency,andeventuallyimpactonyourbottomline-positively.

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