The End of Passwords Is Just the Start of the Customer Journey

Let's be honest. Those of us who work in the digital realm — whether in product, user experience, ecommerce, or marketing — love to talk about the "customer journey."

For good reason. We know that if we invest in creating a personalized experience, over time and across channels, we'll inevitably earn more money from each customer.

The sad reality, though, is that many of us have never fully committed ourselves — both money and time — to deliver on the promise of that journey. Because we, along with our customers, have been stifled by friction.

Long before we can re-engage our customers with new perks, memberships, and loyalty programs, they need to make it through our account setup processes — which usually require forms, passwords, payment info, etc., etc.