How Improving Identity Authentication Optimizes Customer Experiences

How Improving Identity Authentication Optimizes Customer Experiences
Banks, Insurance & Financial Services

Utilizing new technologies from facial and voice recognition to connected jewelry, companies can better secure data while making it easier for users to access

PSFK
  • 7 may 2018

Want a good example of technology that’s paving the way for better customer experiences? Look no further than the phone in your pocket. Among the latest generation of cutting-edge smartphones, face identification represents a major step forward for user authentication processes as a whole, raising the bar for how all companies will be expected to make signing-in at once simpler and more secure.

Ensuring data security is crucial not only because new technologies are allowing for improved authentication, but also because consumers are demanding better protection of their data. According to a report from Pew Research, 74% of adults say it is “very important” to them that they be in control of who can get information about them, and 65% say it is “very important” to them to control what information is collected about.

Hoping to understand how identity authentication could play a role in the overall customer experience, PSFK researchers isolated three trends and found several real-world examples of innovative companies that are implementing features that authenticate customer’s identity in unique ways. We take a look at three below:

Person As Password
A new range of services is monitoring biometric indicators such as a person’s natural gestures, behaviors or even heartbeat to verify and safeguard personal data. Chinese e-commerce giant Alibaba recently launched a cashier-free retail store called Tao Cafe, which uses facial and voice recognition systems to track purchases seamlessly. The system automatically generates bills as soon as customers pass through a gate that identifies their profile using biometric technology.

On-Hand Identifiers
Mobile and other personal technologies used alongside logins, payments and other behaviors are helping streamline multistage authentication processes. Biometric ring Token can be used to open house doors, start cars, make credit card transactions and sign in to a computer. Through partnerships with MasterCard, Microsoft, Visa and keyless security systems company HID, users set up profiles for credit cards, login passwords and other accounts via a companion app. Then, a fingerprint sensor on the inside confirms that the user is authorized, and users can tap on a variety of readers.

Verified Users
Third-party services are using blockchain technology to verify people’s identities and ensure they are who they say they are. Accenture Plc and Microsoft Corp are teaming up to build a digital ID network using blockchain technology, as a way to help individuals such as refugees prove who they are in order to gain access to basic services such as education and healthcare. The project comes as part of a United Nations-supported project to provide legal identification to 1.1 billion people worldwide with no official documents.

These are just a few examples of the ways in which better authentication can lead to more comfortable and convenient user experiences. For even more examples, as well as other trends, check out our recent report Building Brand Trust Through Privacy Tools.

Want a good example of technology that’s paving the way for better customer experiences? Look no further than the phone in your pocket. Among the latest generation of cutting-edge smartphones, face identification represents a major step forward for user authentication processes as a whole, raising the bar for how all companies will be expected to make signing-in at once simpler and more secure.

+AI
+Alibaba
+Asia
+Automotive
+biometrics
+Cafe & Restaurant
+chat a researcher
+Fashion
+fashion / apparel
+financial services
+Frictionless Transaction
+home
+identity
+IoT
+Market Research
+Microsoft
+mobile
+Privacy
+report
+retail
+Social Media
+Social Media
+technology
+token
+Transactions & Payments
+Virtual Commerce

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