Optional Account Creation With Passwordless Creates a Seamless Customer Experience
Auth0 provides behind-the-scenes authentication services that keep customers focused on the buying experience without worrying about their data. Part of this is making account creation optional. “We are trying to make the checkout process as customer-friendly as possible,” says Chakraborty, “but also at the same time we are telling the customer clearly that they have an option to create an account or check out anonymously.”
Passwordless account creation helps GrandVision retain customers with minimal effort on the consumer’s part. Customers can create an account during checkout by merely checking a box. Later, they receive an email with instructions for setting up a password.
“The sign of a good product is it's invisible,” says Chakraborty. “The moment you need to think about payments or authentication, these kinds of topics, then there is something wrong. The beauty of Auth0 is, because the good products are so seamless, customers won't even feel it.”
Seamless authentication also empowers customers to transact with GrandVision however they want to. “If a customer wants to complete the entire transaction online, she can do the whole thing online by ecommerce. If she wants to do the whole thing offline, just walking into a store, get an eye test, and complete the entire transaction offline, she can also do it. And also if she wants to do half and half – she wants to start online, browse, book an appointment, come to the store, do an eye test, browse all the products, buy the product, get delivery later, get the fitting service in the store, and then get customer service online and offline – that’s possible too,” Chakraborty explains. “That’s the power of an omnichannel strategy.”
“The sign of a good product is it's invisible. The moment you need to think about payments or authentication, these kinds of topics, then there is something wrong. The beauty of Auth0 is, because the good products are so seamless, customers won't even feel it.”
Kunal ChakrabortyGlobal Vice President for Customer Experience and Digital