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"Increase Revenue by Decreasing CIAM Friction"

The old adage is true; one poor interaction with your brand and you can lose a customer for good (and anyone else that person talks to)...like trying to remember your password and getting locked out of your account and not having a “forgot my password” journey to quickly resolve the issue - that can be very frustrating and as a consequence, an user could easily move onto a competitive product.

So getting the first interaction with your product ‘right’ is vitally important. Just look at Amazon’s shopping experience, they’re a great example of how a seamless UX strategy can reap rewards with a heavily personalized login experience that is consistent across multiple
platforms.

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