keepITtech: Innovating the digital customer journey with PingOne Advanced Identity Cloud

Author: Dan Catrina,

Senior Digital Identity Consultant

As organisations strive to provide exceptional digital experiences, the need for a streamlined and secure identity management process has never been more critical. In an age where customers expect convenience, personalisation, and security, organizations must design digital journeys that are both seamless and resilient against emerging threats.

PingOne Advanced Identity Cloud empowers businesses to innovate their customer journeys by integrating advanced identity solutions that strike a balance between security and user experience. From user registration to authentication and account management, Ping enables organisations to create intuitive, frictionless journeys that foster customer loyalty and reduce abandonment rates.

1. Simplifying onboarding: Progressive profiling for seamless registration

The registration process is one of the most significant friction points in the customer journey. A cumbersome or lengthy sign-up procedure can lead to high abandonment rates, especially for new users of a platform or service. To address this challenge, PingOne Advanced Identity Cloud incorporates progressive profiling, which allows businesses to collect only essential information from users during the initial registration phase and gradually gather more details over time as users interact with the service.

This approach not only reduces friction but also improves the overall customer experience by ensuring that users are not overwhelmed with lengthy forms. For example, a financial services company leveraging Ping’s progressive profiling feature can streamline the sign-up process by initially asking for basic details, such as name and email, while deferring more sensitive information, like financial data, for later stages of engagement.

By gathering information in small, manageable steps, businesses can enhance customer satisfaction while building richer user profiles for personalized experiences down the road.

2. Enabling passwordless authentication: The future of secure, convenient access

One of the most significant innovations in modern digital identity management is the transition to passwordless authentication. Passwords are often seen as a barrier to both security and user experience, as they are prone to phishing attacks and other vulnerabilities. With Ping’s passwordless authentication capabilities, businesses can reduce the reliance on passwords while maintaining high levels of security.

PingOne Advanced Identity Cloud provides various passwordless options, including biometrics (fingerprint or facial recognition), magic links sent via email, and FIDO2-based authentication. By adopting these modern authentication methods, businesses can improve user experience and significantly reduce the risk of password-based attacks.

For example, a global e-commerce platform might implement Ping’s passwordless authentication to enable users to log in with a simple biometric scan or a one-time magic link sent to their email. This improves security by eliminating the risks associated with password reuse and phishing and enhances the customer journey by offering quick, frictionless access to the platform.

3. Adaptive authentication: Balancing security and convenience

While passwordless authentication offers a streamlined login experience, there are still scenarios where higher security is necessary, such as when users log in from new devices or unknown locations. PingOne Advanced Identity Cloud’s adaptive authentication capabilities allow businesses to assess the risk associated with each login attempt in real time and adjust authentication requirements accordingly.

By using risk signals such as geolocation, device recognition, and user behaviour, Ping can step up security when needed (e.g., prompting for multi-factor authentication) and reduce it when the user’s behaviour appears to be low-risk. This dynamic approach ensures that legitimate users face minimal friction, while potential threats are swiftly identified and mitigated.

A good example of this is a financial institution that uses Ping’s adaptive authentication to enable a seamless login experience for users who access their accounts regularly from trusted devices. However, suppose a user attempts to log in from a new location or device. In that case, Ping’s adaptive authentication can trigger an additional layer of verification, such as an SMS OTP or biometrics.

4. Identity orchestration: Streamlining complex customer journeys

Digital customer journeys often require a flexible approach to managing authentication and registration flows, ensuring both usability and security across a range of scenarios. PingOne Advanced Identity Cloud provides dynamic journey configuration tools that enable businesses to create tailored identity experiences using a visual interface, all within the PAIC platform. 

With PAIC’s built-in journey builder, organizations can design modular, conditional flows that adapt in real-time to context, such as user behaviour, device recognition, or risk level. These flows can include actions like passwordless login, multi-factor authentication, social identity provider integration, and progressive profiling-all orchestrated without writing custom code. 

For example, a financial services provider can create a journey where returning users on known devices are seamlessly authenticated with biometrics, while first-time users or high-risk logins are routed through additional verification steps like OTP or knowledge-based authentication. 

This flexible, event-driven architecture allows businesses to optimize each stage of the user journey, reduce friction, and enforce appropriate security controls based on real-time conditions, all using the native capabilities of PingOne Advanced Identity Cloud. 

5. Personalisation and consent management: Putting users in control

As privacy concerns continue to rise, customers increasingly demand more control over their personal data. PingOne Advanced Identity Cloud helps businesses meet these demands by providing tools for personalisation and consent management, ensuring that users can easily manage their preferences and privacy settings.

Businesses can build trust and enhance customer loyalty by allowing users to control who has access to their data and how it is shared. Additionally, the platform’s ability to track consent and data preferences ensures compliance with data privacy regulations, such as GDPR.

For instance, a healthcare provider using Ping can offer patients a personalised experience by allowing them to update their medical history or contact preferences through a secure, user-friendly portal. The platform also tracks patient consent for sharing data with third parties, ensuring full compliance with healthcare regulations.

Conclusion: Enhancing the customer experience with innovation and security

Innovation is key to staying competitive in today’s fast-paced digital economy, and PingOne Advanced Identity Cloud offers the tools necessary to create secure, frictionless, and personalised customer journeys. From seamless onboarding and passwordless authentication to adaptive security and identity orchestration, Ping gives businesses the flexibility and power to design exceptional digital experiences that delight customers and drive engagement.

By embracing these innovations, organisations can reduce friction, enhance security, foster trust, and meet the ever-evolving demands of the modern consumer. With Ping, businesses can confidently navigate the digital landscape and deliver innovative, user-centric journeys that elevate the customer experience.

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IT Smart Systems specializes in Omnichannel Digital Identity and has been named Ping Identity's EMEA Partner of the Year for 2024.