The Fine Line of Online Identity
In the realm of Internet technology, the issues surrounding user identity are myriad. Not only do consumers and Internet users concerned about the security of their identities, but at the same time companies also are keeping a tight rein on this information. It’s a bit of a push-and-pull situation with scrutiny on both sides of the experience. Here’s a look at some the issues involved in online identity management and how they may be handled. You can learn more by visiting UnboundID.com for more information on the topic.
Site Visitors
There is a kind of Catch-22 hidden in consumers’ use of the Internet; site visitors want and expect a great user experience, but they also want to know that their identities and personal information are secure. For example, customers at Amazon.com want the site to load quickly and have their personal information readily available. They expect to see their purchasing history, their preferences and previous searches. They want access to anything they have sitting in their shopping cart, and they expect to be able to quickly reorder an item they have ordered in the past. These consumers expect their listing preferences – such as cheapest options first – to be followed with every visit.
All of this is a lot to expect, but Amazon and many other companies can consistently meet these demands. As a result, their customer loyalty is very high and their repeat businesses is off the charts. This is because they’ve mastered the user experience. However, some shoppers are concerned about all this private information being online. Although Amazon has not had a serious security breach, some users might be wary.
Business Owners
Now think about online identity management from Amazon’s point of view. The company is trying hard to enhance the user experience and keep visitors coming back for more. At the same time, it must stringently monitor the security of its customers’ private information. It’s also gathering information about customers’ buying habits, location, age, economic demographic and more. This allows it to target items to specific customers, encourage upselling, establish partnerships with related retailers and increase customer satisfaction.
From a more technical standpoint, the company’s software must also accurately identify site visitors using various online tools. The software should thwart bots and false users that can cause delays or site maintenance issues that prevent real users from gaining access to the site. Any technical snafus run the risk of affecting the company’s bottom line as a result of blocked or dissatisfied customers. Handling these two aspects of online identity management can be a challenge for businesses.