The Ultimate LoginRadius Guide to Modern Customer Identity

1. EBOOK GUIDE TO MODERN CUSTOMER IDENTITY Solve your Customer’s Broken Digital Experience without Compromising Security.

2. Table of Contents Customer Experience is Driving � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 3 DATA SHEET Identity is the Foundation to a Digital Transformation � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 4 Super Extra Long Cover Title That Is On Cover Page Offer Customers 24/7 Self-Serve Availability to Online Services� � � � � � � � � � � � � � � � � � � � � � � � � 8 Improve Customer Engagement with Modern Registration and Authentication � � � � � � � � � � � � � � � � 6 Simplifying Registration and Authentication:� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 6 Enable Sign Sign-On (SSO) for a Seamless Customer Experience: � � � � � � � � � � � � � � � � � � � � � � � 7 Securing Customers Access and Data � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8 A Short Subtitle That Gives the Idea of the Document Boosting the Value of Your Existing Digital Tools � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 9 Deep Understanding of Your Customers with Unified Profiles� � � � � � � � � � � � � � � � � � � � � � � � � 10 Real-Time Use of Customer Profile Data� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 10 Utilize Centralized Customer Data to Drive Growth � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 10 Secure your Customers’ Identities and Build Trust � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11 Adaptive Data Security � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 12 Privacy & Compliance � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 13 Leverage Identity for Growth� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 13

3. Customer Experience is Driving Top goals of digital transformation initiatives: Want to generate Want to strengthen Want to improve Want to improve the new revenue security the efficiency of customer’s digital serving customers experience Source: IDG Research Service QuickPulse,October 2015 Digital transformation is the new black - it sounds kind of cheesy, but customer expectations are at an all time high and it is changing the market� Companies across industry sectors are realizing this, and hoping that new customer-centric digital initiatives will make the difference with their business� These new projects are being designed to improve the customer experience, with the goal of boosting engagement, maintaining competitiveness, generating new revenue, and strengthening security� For example, modern customers expect to be able to use multiple devices in order to connect and do business with you� They want to be able to communicate with you through email, text, social media and web, as well as log in to their apps and accounts through various channels� © LoginRadius Inc. | Confidential Information 3

4. On top of this, new technologies like the Internet of Things (IoT) - which are smart, connected devices like thermostats and car dashboards - are now entering the mix� While these devices are great for business (after all, they generate valuable data that can help build a detailed picture of your customers), companies are struggling to connect these devices and provide a good customer experience on all their channels, and not just the web� The organizations that want to stay ahead of the curve are now seeing the benefit of having customer identity at the foundation of their digital transformation in order to solve this issues� After all, without having identity at the core of your business, you will struggle to fully understand your customers, and limit your relationship� With this approach in mind, businesses are now moving away from concentrating on selling their product, to focusing on their customers digital experience� After all, “a happy customer is a loyal customer”� Identity is the Foundation to a Digital Transformation Legacy systems create a number of challenges in managing customers identities, including: 68% Of users are dissatisfied with the sign-on process 69% Struggle to create a unified view of customers 60% Has security concerns 53% Has trouble solving data silose Source: IDG Research Service QuickPulse, October 2015 © LoginRadius Inc. | Confidential Information 4

5. What do you gain from having customer identity at the core of your digital transformation? Well, customer retention and loyalty are at the top of the list, which is a result of the improved customer experience, user insights, and security� Retaining customers requires a seamless multi-channel experience� Identity is essential to this as it gives you a single customer view, which enables you to gain enormous insights into their behaviour� This means you can segment them, target, and optimise offers for specific customers based on their preferences and preferred channels� The important element that a customer identity solution accomplishes is that it eliminates obstacles� This makes it much easier for users to register and sign in, which will improve the overall customer experience� Companies need identity management to bridge the gaps within the customer’s digital journey� Without an identity solution, as more customers move online, they will be forced to create multiple identities, all with different usernames and passwords� This not only creates a broken digital experience, but it also result in silos of identity data� This is problematic as data silos not only affect the customer experience, but it also makes it very difficult to comply with privacy regulations and protect user data� A customer identity solution solves this problem� Data security is managed for you in a centralized database, where you are able to build unified customer profiles and learn more about your customers than ever before. Personalization, improved loyalty, and leveraging customer data to generate revenue will become second nature and you will be able to focus on the core of your business� © LoginRadius Inc. | Confidential Information 5

6. Improve Customer Engagement with Modern Registration and Authentication As discussed, most transformational initiatives are now focused on improving the customer experience� With identity at the core, you are able to provide a seamless and secure cross-channel experience for your customers� Sounds pretty great, right? But how do you actually achieve this? With an identity solution, this question becomes a lot less complicated� With a managed customer identity platform, the features and tools to kick start your digital initiative are already provided� LoginRadius Use Case Simplifying Registration and Authentication: Let’s say you have an online magazine where users are required to sign in to read the content� In order to The first step to a customer’s journey is access. engage and convert users, they offer multiple options Whether a customer is subscribing to a newsletter, for a simple and convenient registration and login� watching a video, purchasing an item, or even leaving So for example, if a user wants to sign up to read a a comment, they want to be provided with digital feature article, she can do the standard registration services that are convenient, flexible, and easy to form where she is asked to provide: her first name, access� last name, email, and to fill out one optional field An identity solution enables you to offer easy that has a drop down menu to specify what type of and secure access to all your online services and content she prefers to read� If she, however, does not applications� With registration forms that are wish to spend time filling in this information, she can completely customizable, you can design user simply choose to sign in with an existing social media interfaces as per your requirements� This includes account� This not only further eliminates the obstacle the registration flow, form, login screen, password of a lengthy authentication process, but it also means recovery, and can even have an anti-bot Captcha and the user does not have to create another account security questions feature for additional protection� with a new password� © LoginRadius Inc. | Confidential Information 6

7. Registration and Authentication methods include Standard Login Social Login Phone Login Passwordless Login Anonymous Login Using SSO also enables you to build and maintain Enable Sign Sign-On (SSO) for a Seamless Customer Experience: unified customer profiles which can be used across your entire digital ecosystem� This eliminates identity Simplifying how your users register and login is a silos and allows you to get a single view of each of great first step in creating a frictionless customer your customers� experience� But if you have multiple web properties LoginRadius Use Case: and mobile apps and haven’t consolidated the registration and authentication process across all Let’s say that a university has a website for their the properties, you are still unfortunately creating a library, student services, a course directory, broken experience for your customers� healthcare services, and an app for their student news� Each of the university’s 40,000 students will To truly create a seamless multi-channel experience need to access all four websites and the mobile app� for your users, your customers need to be able to So the university uses SSO on their websites and access any of your digital properties without having mobile app to allow a seamless navigation between to reauthenticate every time� With an identity each of their digital properties� Students then solution, you can enable Sign Sign-On (SSO), which only have to remember one set of credentials, and allows your customers to create and use a single can have a user interface that feels like they are identity across all your digital properties� That accessing the services from a single hub� same identity can be used to log into multiple web and mobile properties without having to register separately for each� © LoginRadius Inc. | Confidential Information 7

8. Offer Customers 24/7 Self-Serve Availability to Online Services Securing Customers Access and Data Let’s not forget about the importance of a self-serve Improving your customers’ digital experience is not model in today’s market� The reality that companies just about providing a seamless and barrier-free are now facing is that consumers just do not have service� the patience for lengthy legacy services anymore� Engaging your customers also requires a certain They want to be able to see and manage their own level of trust, otherwise they will not feel safe information 24/7� giving you their information� The security of your Providing a digital service that allows customers the customers’ data should be the foundation of your ability to self-serve at anytime, becomes second digital transformation� Otherwise you are putting nature with an identity solution� For example, with yourself at risk of a data breach, which could cost you LoginRadius’ Password Management feature, you will severely. Many companies turn to identity solutions to never have to deal with forgotten password requests specifically help avoid this. For example, LoginRadius again� User are able to manage their own information, provides the best-in-class data security that also which includes retrieving forgotten passwords, gives you control over how and where your data will usernames, and which social ID they used to login� be maintained� A few ways this is accomplished They are also able to reset their password and includes: security questions whenever whenever they want� • One-way Hashing • Field Level Encryption • Encryption in Transit and at Rest A good foundation also enables you to offer 24/7 availability, where your customers can securely access your online services anytime of the day, anywhere in the world� If you get an identity solution right from the start of your digital transformation, you will really be able to enjoy the benefits in terms of scalability, availability, and flexibility. Source: Centrify, The Data Breach: Business & Financial Impact Report, 2017. https://www.centrify.com/ media/4772757/ponemon_data_breach_impact_study_uk.pdf © LoginRadius Inc. | Confidential Information 8

9. Effects of a Data Breach: Lost trust in company Discontinued relationship Experienced one or more criminal with company acts such as credit card fraud or identity theft Boosting the Value of Your Existing Digital Tools Imagine if you could track your customer’s entire digital journey, seamlessly integrate that data with your current digital tools, and then analyze the information in real-time� Seems like it should be a simple feature for your marketing tools, right? But unfortunately, without unifying your customers’ identities first, this is pretty much wishful thinking� For example, without having an identity solution in place, rather than viewing a customer as a single person, it will look like multiple people are traveling through your digital properties. This will make it extremely difficult to make sense of your user data and build insights into your customer base� Segmenting, targeting, and optimising offers for specific customers will always be just out of your reach. The key to this issue is customer identity� With a truly connected multi-channel experience, you will be able to bring the value to your current marketing stacks� © LoginRadius Inc. | Confidential Information 9

10. With LoginRadius’ cloud-based identity solution, Deep Understanding of Your Customers with Unified Profiles however, data flows in real-time across your entiredigital ecosystem� You can track and analyze Modern consumers that use your digital properties your customers behaviour and journey right from are looking for relevant content that is based on their the dashboard by gathering both identity and social interests and habits� They no longer have patience insights� Understanding your customers at an for ads that are not directly targeted towards them� individual level will become a breeze� You will be able This is why customer data is so important in today’s to take the guesswork out of your marketing efforts, market� With it, you can personalize the digital and target your customers based on their browsing experience and paid advertisements towards the history, social data, purchases, interests etc� individual user� Utilize Centralized Customer Data to Drive Growth By using an identity management solution, you are able to gather first-party data from both standard registration and social login, in order to create unified Having this immense amount of customer data profiles. These profiles are maintained across all can be great for helping drive growth and boosting your digital properties, so that you can connect and revenue. Most companies today, however, are automate your interactions with your customers� still operating with multiple databases, where the The unified profiles will make your advertising more information has no way of communicating� This not effective as it improves targeting, and make the only creates data silos, but it also prevents you from customer experience more valuable by personalizing gaining insights into your customer base� it� Identity management solutions solve this issue, by consolidating the information in a centralized Real-Time Use of Customer Profile Data database, where you can easily build unified The effectiveness of customer data can be customer profiles. For example, LoginRadius’ diminished if you are having to constantly download seamlessly integrated platform enables you to feed data from various sources and then having to the data gathered from each customer interaction reupload into your applications� If you do not invest into your desired third party tools� This not only in cloud technology, where you can have a constant saves on the manual work associated with data stream of real-time data, you will struggle to create management, but will also help you create a single unified customer profiles. view for each of your customers� You will be able to better direct your marketing efforts, improve ad placement, boost cross-platform engagement, improve registrations rates, increase return visitor rate and much more� © LoginRadius Inc. | Confidential Information 10

11. Secure your Customers’ Identities and Build Trust Gaining the trust of your customers, as well as ensuring that your brand is protected, are major initiatives in digital transformations, which is completely understandable� Modern customers are much more interested in a convenient and barrier-free digital experience, than the security and privacy of their data� They want to be able to have that seamless user journey where their identities and data are safe, without actually having to think or do anything about it� Consumers believe that it is the organization’s responsibility to secure their data, so they rarely think of online security� They continue to use weak passwords, or worse, the same passwords across multiple digital properties� This not only compromises the security of your websites and mobile apps, but it can also leave your brand vulnerable if news of a breach gets out� Properly securing your customers’ identity and data, however, can be a pretty big burden for you� One that can interfere with the time you need to conduct your business� This is why businesses are turning to identity solutions to help manage and secure their customers’ data and privacy� Have had to reset a Have shared passwords with Have reused the same password in the past 60 two or more people. password across multiple days. accounts. Source: Keeper Security 2017. https://keepersecurity.com/ assets/pdf/Keeper-Mobile-Survey-Infographic.pdf © LoginRadius Inc. | Confidential Information 11

12. Adaptive Data Security Creating a multi-step verification process that provides an extra layer of security can be a scary task. Identity solutions, however, offer both Multi-Factor Authentication (MFA) and Risk-Based Authentication that are quick and easy to set up, so that you can ensure your customers are getting the highest level of security� RISK-BASED AUTHENTICATION MULTI-FACTOR AUTHENTICATION Risk-Based Authentication allows you to intelligently MFA acts as a second layer of security for your confirm whether a customer is being misrepresented customers� For example, once a user enters their or if their account has been compromised� For credentials or selects social login, they are sent a example, you can easily set up rules and actions to specific authentication code that they have to enter identity a user, based on specific criteria like current in order to be fully logged in� With LoginRadius, users location, past logins, and browser or device IDs� can verify their identity through SMS messaging, With this criteria, you can create a Risk Profile that automated phone calls, security questions or can be used to identify if a users behaviour is out of authenticator apps� character and trigger an action to prevent a possible account breach� © LoginRadius Inc. | Confidential Information 12

13. Privacy & Compliance If your company is involved with the collection and compiling of customer data, then it is your responsibility to make sure that you store and use that data in a way that respects both your users’ privacy and complies with government regulations� Keeping up to date with the many privacy laws, especially if you deal with customers globally, can be challenging to say the least� Identity solutions, however, can help ensure you meet all the major regulations and policies, so that you can store your data in any global region� LoginRadius is specifically designed to comply with all major data compliance laws and withbthe terms of various social networks� For example, our legal teams ensure that you are covered, by constantly monitoring changes in the laws, so that you don’t have to� Leverage Identity for Growth Hopefully it is safe to say that you can now see the value in having customer identity at the core of your digital transformation� Identity management solutions, however, are not just great for customers, but they are also beneficial for the business itself. In addition, digital transformations comes with huge opportunities for companies that want to grow� For example, LoginRadius’ customer identity solution is cloud- based, which means it will work seamlessly across geographical boundaries, is auto- scalable, and can guarantee 99�99% uptime� Similarly, a good foundation will enable you to offer customers with 24/7 availability to online services in a global marketplace, where your customers can shop, read, and access systems at anytime of the day, anywhere in the world� If you get identity right from the start, you will really get to enjoy the benefits of a cloud-based solution can offer in terms of scalability, availability and flexibility. © LoginRadius Inc. | Confidential Information 13

14. 2. INCREASE CUSTOMER RETENTION 1. INCREASE CONVERSION RATE This modern and personalized customer experience With a frictionless and connected digital experience, will also increase your user return rates as well as the converting your visitors to customers will drastically time spent on your digital properties� increase, which will result in a lower cost to acquire a customer� 4. UPSELL AND CROSS SELL 3. PERSONALIZED DATA-DRIVEN EXPERIENCE This single identity can be used across all your digital With the unified and rich user profiles, you will be properties, which will allow you to easily upsell and able to gain deeper insights into your customer’s cross sell the customers, significantly increasing your behaviour, which will allow you to personalize the revenue� digital experience, and increase engagement� In addition, digital transformations comes with huge opportunities for companies that want to grow� For example, LoginRadius’ customer identity solution is cloud- based, which means it will work seamlessly across geographical boundaries, is auto- scalable, and can guarantee 99�99% uptime� Similarly, a good foundation will enable you to offer customers with 24/7 availability to online services in a global marketplace, where your customers can shop, read, and access systems at anytime of the day, anywhere in the world� If you get identity right from the start, you will really get to enjoy the benefits of a cloud-based solution can offer in terms of scalability, availability and flexibility. • 21% increase in customer retention • 28% increase in your sign-up-rate • 8�6% increase in online sales • $300/year saved on market research • Up to 12-320 consolidated data points per person © LoginRadius Inc. | Confidential Information 14

15. LoginRadius is a leading provider of cloud-based Customer Identity and Access Management solutions for mid-to-large sized companies� The LoginRadius solution serves over 3,000 businesses with a monthly reach of over 1 billion users worldwide� Copyright © LoginRadius. All Rights Reserved.