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Janrain is a Customer Identity and Access Management (CIAM) industry pioneer founded in 2002. The company, headquartered in Portland, leads the market with its innovations and global reach. Its core consumer identity platform, Janrain Identity Cloud®, provides deep customer insights and single-view identity management of people and things, helping brands engage customers with highly personalized, consent-driven experiences that scale to the largest use cases while meeting regulatory and consumer expectations for privacy, security and control. The company manages 1.75 billion digital identities for the world’s most recognized brands.
Recently, the Janrain team shared insights into identity data solutions for personalization and customer loyalty.
How does your organization define customer loyalty?
Janrain defines customer loyalty broadly. Our definition of customer loyalty includes both customer loyalty programs and brand loyalty derived from great customer experiences throughout the buyer's journey. In order to create strong loyalty experiences, whether it’s a brand experience in store or a transactional rewards program experience, a brand must know its customers. Customer identity is central to customer loyalty, rewards programs, and other membership initiatives. To transform and expand your customer membership program and win consumer loyalty and trust, your company must understand who your members are—and then deliver the personalized, friction-free, omnichannel customer experiences that will keep savvy consumers engaged, loyal, and coming back for more.
What are the biggest challenges for brands surrounding data capture and management?
Brands struggle with a number of challenges surrounding data capture and management. Trends in customer experience and data privacy compel brands to create seamless registration experiences, allow customers to manage their data and preferences, and uphold stringent security mechanisms to avoid fraud and data breaches. Large enterprise brands also struggle with siloed data from different applications and channels, limiting their ability to fully understand the customer journey and give customers omnichannel access to loyalty program benefits.
How do your platforms help brands meet these challenges?
Janrain Identify Cloud is a comprehensive, enterprise-grade customer identity and access management solution. It allows brands to create seamless registration through social login and single sign-on, get a single, consistent view of customers across channels, collect and manage relationship data for the internet of things and other next-gen use cases, and empower customers to manage their preferences, all while maintaining industry-leading data privacy and security. Janrain has hundreds of technology integrations so a brand can easily connect its martech stack, customer-facing applications, enterprise data lakes, and other software systems to eliminate data silos.
What can brands do to improve omnichannel engagement?
In order to improve omnichannel engagement, a company needs cross-functional buy-in and an airtight customer identity management solution. Start by creating strategic goals that transcend departments and functions, then implement a customer identity management system that eliminates data silos and allows your team to have a 360-degree view of each customer. Now, you will have the power to ensure seamless brand experiences across channels and reliable data to adjust programs and processes where needed. Janrain worked with a multinational brand with a 19-million-user rewards program that, before implementing Janrain Identity Cloud, was not omnichannel. Customer could not access their loyalty accounts from different channels, which was problematic. The company sought to fix this under the umbrella of a larger, company-wide digital strategy and now enjoys industry accolades and vastly improved customer loyalty and satisfaction.
How are personalization and engagement related?
Data proves personalization directly impacts customer engagement. According to McKinsey & Company, “personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10 percent or more.” Some examples:
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