Creating a Seamless Access Experience with the Digital Double
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The document discusses how customer identity management (CIAM) can be used to create a digital double that fuses a person's identity and personality. CIAM provides the foundation to create and manage the digital double by recording interaction data and using AI/ML to derive insights about customers. This helps deliver personalized experiences. The document outlines a CIAM maturity model and how WSO2's Asgardeo platform can provide CIAM capabilities as a service to power the digital double.
Creating a Seamless Access Experience with the Digital Double
- 1. Hello! Asanka Abeysinghe Chief Technology Evangelist asankaa AT wso2.com
- 2. Creating a Seamless Access Experience with the Digital Double May, 2022
- 3. Digital Experience Economy 3 ECONOMY MOBILE APPS IoT APPS WEARABLE APPS METAVERSE APPS WEB 3.0 DISTRIBUTED APPS COMMODITIES PRODUCTS SERVICES EXPERIENCES DIGITALIZATION Integrating Digital Systems DIGITIZATION Analog to Digital DIGITAL TRANSFORMATION Building Digital Experiences ORGANIZATIONS API API API API API API API API API MESH API API API API API API API MESH API API MAINFRAME/ GREEN SCREEN DESKTOP/ DISTRIBUTED APPS WEB APPS EDGE APPS ….. APPLICATIONS PERSONALIZATION Getting Personal with Customers is the DNA of the Experience Economy
- 4. Personalization for Better Digital Experiences 4
- 5. ● Identity verification establishes that it is you (using the system) ● But the system knows nothing about you, other than a few identity attributes ● To get to know you, the system needs to know your personality ● Till the system gets to know you, it can't offer a personalized experience. Identity is what sets you apart from others, what makes you unique. 5 Personality is how you describe yourself; it is your sense of humor, your emotions, and how you react in different situations. IDENTITY vs. PERSONALITY
- 6. Identity in the form of continuity of personality is an extremely important characteristic of the individual. - Kenneth Lee Pike, Anthropologist -
- 7. 7 CIAM is the Way to Intimate Personalization CIAM TODAY IS MOSTLY ABOUT ACCESS CONTROL TODAY CIAM OF THE FUTURE BLENDS CUSTOMER PERSONALITY TO THE BUSINESS. FUTURE
- 8. Never change DNA, blood group, finger prints Rarely change Name, nationality, religion, gender Frequently change Location, age, social status, job, education Rapidly change Social media, heart rate, playlists 8 Identity and Personality Attributes Vary in Durability
- 9. The Digital Double is the Fusion of Your Identity and Personality IDENTITY PERSONALITY DIGITAL DOUBLE
- 10. Digital Double 10 Picture credit: Photo by Zack Walker on Unsplash Representation of People, Places & Things in the Digital Universe.
- 12. DIGITAL DOUBLE always active inside the digital space 12
- 13. DIGITAL DOUBLE connects ● physical and digital ● digital physical mashups ● digital and digital 13
- 14. DIGITAL DOUBLE takes decisions behalf of you 14
- 15. DIGITAL DOUBLE protected by the privacy ecosystem, regulations, cyber threats 15
- 17. Decentralized identifiers - represent attributes 17
- 18. The Digital Double is the Fusion of Your Identity and Personality IDENTITY PERSONALITY CIAM CIAM is the Foundation that Creates and Manages the Digital Double. DIGITAL DOUBLE
- 19. Digital Double as a Service from Your CIAM Provider ● Base CIAM: authn, authz with full power ● APIs for recording data ○ Record interaction data from applications ○ Record transactions from systems of record ○ Record omni-channel activities ● APIs for querying the personality by apps ● Silently observing the customer ○ Monitor their social media posts including sentiment analysis ○ Detect interaction patterns and anomalies ● AI/ML analysis of all data to derive insights on behalf of businesses ● Alerts for triggering action when anomalies are detected ● A CIAM provider can combine info about the same person across businesses to build a comprehensive personality profile 19
- 20. CIAM of the Future - a reference architecture 20 APP APP APP OMNICHANNEL GROUPS USER SOCIAL EVENT FAMILY WORK SYSTEMS OF RECORD CUSTOMER SUCCESS SAAS APIS AUTH AUTH AUTH DATA LAKE DIGITAL DOUBLE UUID: 4d0b3060-bb77-11ec-8422-0242ac120002 SOCIAL: @user ML AI ALERTS APIS AUTHORIZATION CIAM PROVIDER EVENT PROCESSING REALTIME DIGITAL DOUBLE APIS INTERACTIONS TRANSACTIONS ENTERPRISE ARCHITECTURE SSO MFA …
- 21. CIAM 1.0 Access management by identifying the person CIAM 2.0 Integrate user identity to the business CIAM 3.0 Improve business applications by knowing the person 21 The Path to Provide Enhanced Digital Experiences
- 23. The WSO2 CIAM Maturity Model None Managed Siloed 00 01 02 Connected 03 04 Optimized Basic identity management Registration, password management,, user management 01 Simple integration with siloed business systems Customer information replicated within apps 02 Business systems integration 360° customer view Omnichannel customer experience 03 Intelligent, adaptive & personalized customer experience 04 Level 00 Customers are strangers Interactions are anonymous CIAM 1.0: Access management by identifying the person CIAM 2.0: Integrate user identity to the business CIAM 3.0: Improve the business applications by knowing the person 23 https://wso2.com/blogs/thesource/a-maturity-model-for-ciam/
- 24. WSO2 strategy is to deliver CIAM x.0 as a Service via Asgardeo 24 APP APP APP OMNICHANNEL GROUPS USER SOCIAL EVENT FAMILY WORK SYSTEMS OF RECORD CUSTOMER SUCCESS SAAS APIS AUTH AUTH AUTH DATA LAKE DIGITAL DOUBLE UUID: 4d0b3060-bb77-11ec-8422-0242ac120002 SOCIAL: @user ML AI ALERTS APIS AUTHORIZATION CIAM PROVIDER EVENT PROCESSING DIGITAL DOUBLE APIS INTERACTIONS TRANSACTIONS ENTERPRISE ARCHITECTURE SSO MFA … DEVELOPER SDKS CODE/LOW CODE ORCHESTRATION IDE (VSCODE) VCS (GIT) EXTENSIBILITY REALTIME https://wso2.com/asgardeo/
- 25. Summary Getting personal with customers is the DNA of the experience economy CIAM is the way to intimate personalization The digital double is the fusion of your identity and personality CIAM is the foundation that creates and manages the digital double Digital double as a service from your CIAM provider CIAM maturity model Reference implementation with Asgardeo powered by WSO2 25
- 26. Let’s connect 26 https://blog.architect2architect.com https://wso2.com/strategic-consulting/ asankaa AT WSO2.com https://www.linkedin.com/in/asankaabeysinghe/ @asankama Image: https://www.crn.com/news/cloud/crn-exclusive-new-google-cloud-partner-advantage-program-launches-today
- 27. Question Time!