Customer Identity Transformation for a Leading Loyalty Program
A major North American loyalty program, operating across various industries including entertainment and finance, needed a modern customer identity platform to improve user experience, enhance security, and support future growth.
Highlights
Challenge
Our client, a major North American loyalty program, faced a critical challenge with their existing Customer Identity and Access Management (CIAM) platform, Azure B2C, which was too rigid to support modern business requirements. The system lacked the necessary flexibility to customize user journeys, restricting the ability to tailor the sign-up and login experience, and could not implement features like adaptive Multi-Factor Authentication (MFA) or bot detection, leaving its 16 million-plus users vulnerable. Their existing platform was unable to support complex partner integrations to allow customers to log in seamlessly and gain access to multiple mobile applications.
Solution
Customized Identity Workflows:We built extensive custom development to ensure the new platform fully supported the client’s specific use cases, which the out-of-the-box product could not initially handle. This allowed for granular control over the end-to-end customer journey.
Advanced Partner Integration: We successfully implemented a highly complex integration with their banking partners, enabling customers to log in to the loyalty program using their banking credentials. This involved significant technical work to ensure a seamless experience between the bank's and the client's mobile apps.
Enhanced Security Implementation:The new platform was configured to support modern security features, including the ability to implement adaptive MFA (challenging users only when suspicious behavior is detected) and advanced controls like CAPTCHA and bot detection.
Large-Scale User Migration: The project successfully migrated the complete customer base of approximately 16 million users to the new, fully functional Okta Customer Identity Cloud platform.
Outcomes
Foundation for Future Modernization: The solution laid the groundwork for future enhancements, providing the client with a platform that supports a roadmap toward features like passwordless authentication and other modern user experience improvements.
Modernized Experience and Elevated SecurityThe migration to the new platform provided our client with immediate operational improvements and a strategic foundation for future growth and user experience innovation.
Improved User Experience: The flexibility of the new platform and our custom development efforts resulted in a highly customized, seamless, and unified experience for all customers, especially those logging in via banking credentials.
Strengthened Security Posture: Implementation of adaptive MFA and advanced bot-detection controls significantly improved the security of the customer base, protecting against fraudulent activity and modern threats.
Platform Leadership and Flexibility: Moving to a recognized leader in the CIAM space future-proofed the client's identity program, offering greater agility for integrating partners and customizing identity logic compared to their previous solution.
Support for New Partner Ecosystem: Successful integration with our client’s partners paves the way for easy onboarding and integration for new partners, supporting their overall growth strategy.
