Digital experiences have never been more important but the understanding of what it takes to deliver them hasn’t kept pace with rising expectations, according to Fran Rosch, CEO of ForgeRock, a multinational digital identity platform provider.
Rosch, in Sydney for his company’s local user event, Identity Live, told Which-50 business leaders are under growing pressure from consumers to deliver the same experiences which have set leaders apart.
But when business leaders push the experience imperative within their organisation, often they fail to realise the back room challenges.
“No, I don’t think [business leaders] know,” Rosch says of the technical requirements of seemingly simple digital experiences, “But I think that’s then incumbent upon technology, people to listen, to understand what the business goals are, and then get back to them: “Hey, this is not as easy as it sounds.’
“There’s a lot of plumbing underneath here.”
Rosch argues while experience has always been important the latest imperative is evident in how organisations now view their competition, specifically who their competitors are.
Speaking at the Identity Live Keynote, Rosch told attendees he knows of at least one major insurance firm who is now more worried about Amazon than its traditional competitors, because Amazon is so good at knowing its consumers.
“The [insurance company] CIO said to me ‘I’m not worried about the other insurance company disrupting me because they have better better digital identity experiences, I’m worried about Amazon, getting into the insurance market, and leveraging all of ways they treat their customers, the knowledge they have around their customer.
“’I’m worried about being disrupted by that.’”
An Infrastructure Iceberg
Rosch compared the frictionless experiences customers now expect to an iceberg: most of the necessary foundation is under the water supporting what appears to be a simple process.
“Above the water, I think it’s all about those great customer experiences – how you make it really great. Because you see that. But blow the water is all that infrastructure within a large enterprise; everything that has to work together to be able to create that.
“You have to solve simplicity both above and below.”
There is a similar misconception with compliance and security, according to Rosch. Again, he says, it is usually not front of mind when the business starts talking experience.
“Things like compliance, security are not sexy enough. People don’t want to talk about it. They just have to know it’s there.”
Security and compliance are foundational, Rosch says, and always have been. But there is usually a more “customer friendly” way to approach them. “I think a lot of compliance can be dealt with behind the scenes, it doesn’t have to be so in the face of your customer.”
The ForgeRock CEO says rather than exhaustive up front privacy policies absolving organisations from responsibilities, agreements with consumers on data use can be made gradually, based on what data is needed. It simplifies compliance for the organisation, Rosch says, but also fosters trust with consumers because they can use services for minimal data initially, only adding more as required and always understanding the exchange.