30+ Million Profiles Centralized for Simplified Login Experiences
At a technical level, the merger of LAN and TAM meant merging customer databases and unifying the login structure with a centralized source of truth and a single login solution. Prior to 2017, TAM had a third-party identity solution that did not work reliably. LAN used a homegrown solution. Trying to consolidate these two flows surfaced data fragmentation that would be more effective if unified.
“We had two distinct databases before, and now we are creating a third one, which will be the single source of all customer data, centralized and connected in one place,” says Cárcamo. “Until recently, our client databases housed only customer-loyalty program data, but now we have expanded this to include the entire customer and user base, which contains more than 30 million profiles.”
For LATAM, unifying login experiences was also a priority as a part of maintaining control of their identity system and data. Initially, each product, subproduct, app, and internal application required separate logins, even if data came from the same database. These silos led to a high level of complexity with different interfaces for every app, five different types of encryption being used, and no unified structure for login.
To be able to distill the login experience and make it work for each user type, whether a loyalty customer, a ticket purchaser, or internal LATAM user, the team needed to bring data together to create a single source of truth. “The implementation of every product that required login was done as a custom job, even if they drew on the same source. Until 2018, there were at least 15 different implementations,” according to Claudio Mattioli, Technical Manager, Globant.
“Until recently, our client databases housed only customer-loyalty program data, but now we have expanded this to include the entire customer and user base, which contains more than 30 million profiles.”
Sergio Cárcamo JaraBusiness Expert Digital Marketing