Innovative companies like streaming services and digital marketplaces are setting bold new Customer Experience (CX) standards, redefining consumer expectations around speed, convenience, and personalization. To accelerate and cement their market dominance, these CX powerhouses have raised the bar (and customer expectations) in three key ways:
- Instant gratification — in the form of instant access and seamless experiences such as one-click checkouts
- Consistency — interactions continue seamlessly across channels, devices, products and services
- Hyper-personalization — individualized experiences and recommendations based on preferences and behaviors
Better Experiences = Better Business
These new CX standards aren’t merely nice-to-haves that customers prefer––they are table-stakes requirements for any business hoping to build and maintain a competitive advantage. Today’s customers expect engaging experiences, convenient journeys, and secure digital platforms. Before they give you their business, they need to know that you’re able to cater to their unique needs, provide ease of use across multiple channels, and protect their data and sensitive information.
It All Starts With Identity
Meeting these customer expectations begins with getting Customer Identity right.
Why? Because Identity orchestration is the backbone of everything — from security to a best-in-class CX.
Identity Orchestration — is the process of managing and integrating Identity-related functions such as authentication, authorization, security, privacy, and personalization across systems and channels.
Identity Orchestration supports every critical aspect of the modern customer journey, from login to omnichannel navigation and continuous threat protection. Modern Customer Identity can strengthen security and fraud prevention while simultaneously creating seamless cross-channel continuity and personalized journeys that delight your customers. It also drives privacy by helping protect customer-sensitive data and enabling companies to progressively build customer profiles with consent. This in turn supports key marketing functions like loyalty activation and tracking, driving business growth.
In short: Getting the customer experience right begins with getting Customer Identity right. But this is easier said than done.
Upgrade Identity, Unlock Customer Loyalty
Here’s the ugly truth: Homegrown and legacy Identity solutions simply cannot support the modern CX and security standards that today’s customers demand.
For example, solely relying on legacy Identity methods like complex passwords, captchas, and rigid multifactor authentication (MFA) policies creates friction that undermines conversion. Identity-powered data-collection tools that burden customers with a million questions at sign-up have the same revenue-tanking effect.
To support customer loyalty and long-term growth, your business needs a modern Identity platform that streamlines experiences, enables personalized interactions, and strengthens security (without adding excessive friction).
Compromising on any one of these points isn’t an option. Today’s competitive landscape requires an approach to Customer Identity that can hit every mark––quickly, efficiently, and continuously.
Auth0 Is the Answer
Auth0 helps businesses of all types and sizes deliver convenient, trustworthy experiences that customers have come to expect. Designed for both simplicity and scalability, Auth0 empowers companies like yours to adopt a modern, developer-first approach to Customer Identity. In doing so, Auth0 enables your teams to leverage the full power of Identity across every aspect of the customer journey and deliver outcomes that support growth.
Layer 1: Secure Experiences
Auth0 helps secure customer experiences across their entire journey — before, at, and after login. To keep experiences streamlined, Auth0 leverages context to add additional layers of security when needed and reduce them when not needed. This enables the ideal combination of security and seamlessness.
Before Login
Spotlight solutions:
- Bot Detection — Continuous, AI-powered monitoring for Identity threats that responds to bad bots in real time
- Breached Password Detection — Detect compromised credentials and block and notify users in real time to keep threat actors out
- SCIM — Streamlined user management that automates the provisioning and de-provisioning of user access for B2B SaaS applications
Read more about this story here.
At Login
Spotlight solutions:
- Universal Login — A customizable toolkit for building robust, branded authentication flows from a variety of login methods
- Passwordless — Convenient, secure sign-in using options including passkeys, email magic links, biometrics and One-Time-Passwords (OTPs).
- Attack Protection — helps prevent account takeover attacks with Brute Force Protection and Suspicious IP Throttling.
- Token Management — A secure framework for issuing, validating, and renewing JSON Web Tokens (JWTs) that streamline API access while protecting sensitive data during transmission
- Progressive Profiling — An easy way to gather customer data over time as they engage with your brand (as opposed to flooding them with questions at sign-up or login and scaring them away)
- Organizations — Enterprise-grade, secure, scalable, branded multi-tenant authentication for your B2B SaaS applications
Read more about this story here.
Read more about this story here.
After Login
Spotlight solutions:
- Auth0 Fine-Grained Authorization — A simpler way to programmatically define authorization and access at scale across applications
- Highly Regulated Identity — Powerful protections for highly sensitive information that trigger Strong Customer Authentication (SCA) when necessary
- Client Initiated Backchannel Authentication — Secure and streamlined user authentication for call center, in-person, and online interactions
- Continuous Session Protection — A unified way to monitor and manage user sessions, including the prevention of session hijacking and the revocation of suspicious sessions
- Universal Logout — Terminate users’ sessions when integrated threat monitoring tools identify a change in risk
Read more about this story here.
Layer 2: Orchestration
Your business is one of a kind, and this is evident in the uniqueness of your security needs and CX strategy.
Auth0 puts customization at the core of your company’s security and CX with a range of offerings that your development teams can leverage to build better products––faster. Low- and no-code tools help developers build and optimize authentication flows faster, while pro-code options enable last-mile customizations tailored to your business’s unique needs.
Developer Tooling
Spotlight solutions:
- SDKs and Quickstarts — With a few lines of code, your teams can easily integrate Auth0 with any app written in any language and any framework
- Automated deployment — Manage Auth0 tenant configuration integrated with your existing CI/CD pipeline using Auth0 Deploy CLI or Terraform provider
Read more about this story here.
Custom authentication flows
Spotlight solutions:
- Actions — Empower developers with a drag-and-drop interface and flexible code environment that enables them to customize and extend Identity experiences—no-code for speed, pro-code for precision
- Forms — A no-code visual editor for orchestrating, customizing, and securing sign-up and login flows
Read more about this story here.
Security operations
Spotlight solutions:
- Security Center — helps organizations detect and respond to attacks faster and fine-tune their security posture with intelligent insights and custom threshold alerting for Identity-related events, anomalies, and general efficacy.
- Log Streaming — further supports faster event response by allowing the streaming of relevant Auth0 activity to third-party SIEM tooling.
Layer 3: Extensibility
As your business evolves, your identity solution should seamlessly connect with your changing tech and security stack—it's crucial for long-term success.
Auth0 is built on the principle of extensibility. By connecting every part of your technology and security ecosystem, Auth0 enables continuous strength of security while also supporting changing customer experience functions across all channels.
Marketplace Integrations
Quickly find and add low-maintenance, no-code integrations with applications and APIs. Using an intuitive drag-and-drop interface, it easily addresses a variety of Identity use cases such as Identity verification/proofing, fraud prevention, log streaming, data platforms, and consent management.
The Auth0 Difference
Best-in-class businesses adopt modern, developer-first Customer Identity. With Auth0, your development teams get pre-built tools—SDKs, APIs, customizable UI components, and security integrations—that can be activated instantly and extended as needed. This approach enables businesses to:
- Secure every step of the customer journey without adding friction
- Automate and orchestrate Identity flows to accelerate time to market
- Empower developers to integrate Identity their way, providing scalability and future-proofing
That’s exactly what the Auth0 Platform delivers to thousands of businesses worldwide—powering 10+ billion authentications every month. Yes, that’s billion with a B!
Ready to build seamless, secure identity experiences? Let’s talk. Want to learn more about why companies like yours choose Auth0? Check out our ebook.
About the author
Samantha Murphy
Principal Product Marketing Manager, Customer Identity
Samantha Murphy is a Principal Product Marketing Manager for Okta. She leads the Customer Identity Security portfolio, driving go-to-market strategy, messaging, launches, and strategic growth initiatives. Before Okta, Sam spent over six years in product management roles in Identity and Access Management.
She holds a Bachelor of Commerce degree from Queen’s Smith School of Business and is from Ottawa, Canada.
In her free time, Sam makes the most of winter by playing an awesome ice skating sport called ringette.