What does identity federation personalization mean?
In our first two posts in this series, we looked at trusted digital identities and digital identity federation. Identity federation personalization is the next logical step in the process of making a user’s experience quicker, more seamless and with fewer points of friction — all while maintaining regulatory compliance and only the highest security standards.
First, imagine the user has logged into a portal. It doesn’t matter whether it is their social media account, online banking or anything else: the key point is that they have logged in using their trusted digital identity and can now consent to their data being shared in a digital identity federation.
Identity federation personalization involves not just the sharing of login details from the original portal. It also encompasses the sharing of any relevant information that could provide a better experience in the next portal.
The process of booking a trip online is a perfect example of where identity federation personalization could deliver significant advantages.
First, the user logs in to an airline’s website using their trusted digital identity. They choose the dates they want to travel, select their flights, confirm their booking and make their payment.
Next, they start their search for suitable accommodation. They consent to the login details they used on the airline website being used to verify their identity on the hotel portal — avoiding the need to log in to a second website. This is what’s known as digital identity federation.
Digital identity federation personalization, however, takes things one step further. As well as being able to access their trusted digital identity login details, the hotel portal also pulls across information about the user’s flight bookings — instantly populating their accommodation search parameters with details such as dates, location and number of travelers.
The user then makes their hotel booking before switching to a third portal, this time searching for car rentals.
Again, they access the portal through the digital identity federation. And this time the car rental portal pulls information from both the flight and hotel booking, creating an even more streamlined booking experience by prepopulating search parameters for dates, locations and pick-up and drop-off points.
Digital identity federation personalization is likely to become increasingly common and will prove a key attraction for busy users looking to save themselves time and enjoy a smoother customer experience. By eliminating the need for repetitive data input, companies can attract and retain new online customers.
Just as with digital identity federations, personalization is only acceptable if clear user consent has been secured. But the advance of trusted digital identities will make it increasingly commonplace. Is your business ready to take advantage?
To find out more about identity federation personalization and how it could enhance your customer experience, visit Read our previous posts www.kobil.com.
· Trusted digital identity: what is it and why is it important in the new digital era?
Originally published at https://www.linkedin.com.
