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By3 Min Read
January 10, 2023
Data Privacy, Security, and Identity Management have become increasingly important in today’s digital world. Customers’ expectations have gone up and at the same time, customers have become more private about their data. Plus, with data laws (GDPR, LGPD, ePrivacy, and others) becoming more stringent, it seems like everything is stacked against the marketer. But if one looks at this objectively, the fundamentals remain the same.
Customers are looking for a great experience wrapped around a product/service and if a brand provides that, the chances of a customer remaining loyal to a brand are much higher. And this is exactly what a brand wants. To achieve this, brands need to be mindful of the data privacy laws of the region and use that to arrive at a seamless experience along with building flexibility within the system so that processes can change.
Firstly, we need to understand what we mean by identity and its components. Identity can be looked at as a sliding scale of attributes varying from person level (individually addressable) to non-person level (not individually addressable).
There are various kinds of data: zero-party data, first-party data, second-party data, and third-party data. The first three of them would fall under individually addressable data and then there are- cohort & segment-based audiences and contextual audiences.
An advanced CDP (consumer data platform) like Capillary’s CDP+ is a secure way to resolve identities and help marketers get the best out of their customer data. But before we get there, there are several factors with identity management that have to be considered in the context of loyalty management software.
Ensuring the accuracy of customer data: It’s essential to ensure that customer data is accurate and up to date to provide a seamless experience for customers and prevent issues such as incorrect points balances or rewards.
Maintaining data privacy and security: Protecting customer data is crucial in order to maintain trust and prevent data breaches. This includes implementing measures such as secure authentication and access controls.
Managing multiple customer touchpoints: Customers may interact with a company through multiple channels, such as in-store, online, and over the phone. It’s important to be able to seamlessly connect these interactions and maintain a consistent view of the customer across all channels.
Dealing with incomplete or incorrect data: It’s not uncommon for customers to provide incomplete or inaccurate information, either intentionally or unintentionally. This can make it difficult to accurately identify and track customers, leading to issues with personalized communication and marketing efforts.
Integration with other systems: In order to provide a comprehensive view of the customer, loyalty management software may need to be integrated with other systems such as financial, marketing, or HR systems. This can present challenges in terms of data compatibility and security.
Now, when you’re selecting a platform to run efficient and secured loyalty programs, here are some things that a platform can help you with.
Implementing secure authentication: This can include methods such as multi-factor authentication, which requires users to provide additional proof of identity beyond just a username and password.
Encrypt sensitive data: Encrypting data makes it unreadable to anyone who does not have the proper decryption key, protecting it from being accessed by unauthorized parties.
Use secure servers: Storing customer data on secure servers, such as those that use firewalls and intrusion detection systems, can help prevent unauthorized access.
Regularly update security measures: It’s important to keep security measures up to date in order to stay ahead of new threats. This can include installing software updates and patches as they become available.
Educate users: Providing users with information on how to protect their own identity, such as using strong passwords and being cautious of phishing attacks, can help prevent identity theft.
Monitor for suspicious activity: Regularly monitoring for suspicious activity, such as unexpected login attempts or unusual data access, can help detect potential identity theft and allow for quick response. (read about Capillary’s Fraud Detection for loyalty programs)
At Capillary, the heart of the platform is CDP+ where all consumer data securely resides. On top of CDP+, our flagship product Loyalty+ helps marketers execute some of the best loyalty programs (250+ brands use Loyalty+ to reach 875mn+ customers). Because to deliver a successful marketing program, a customer data platform alone is not sufficient. All this data has to be meaningfully resolved to deliver a highly personalized experience.
With Capillary’s technology, marketers can build a unified customer profile across all touchpoints by connecting identities, engagement data, customer orders, loyalty, marketing journeys, and privacy management. Capillary uses advanced resolution capabilities like fuzzy matching to reconcile identities through standard (common) ID to build unified profiles.
With these unified profiles, it becomes possible to not just make 1-1 relationships possible but deliver a true “1-You” experience where each experience is tailored for that particular customer in their context.