The need to maximize the role of Identity and Access Management (IAM) as part of improved cybersecurity measures was highlighted by Gartner as a 2024 trend. And in a previous post, we covered the basics of IAM — how it allows authorized users to access their accounts and keeps hackers out — so we know that IAM strengthens your data security strategy.

But residents are arguably the most important part of digital government services. How does IAM benefit residents?

IAM tools simplify the user experience

People expect a frictionless digital experience no matter what device they use — ecommerce and digital government services alike. They want easy, quick access to digital services, and with the rise of data fraud, they’re also demanding secure experiences. 

Agencies that aren’t meeting consumer expectations risk losing residents’ trust. Most people, in fact, will abandon the task if there’s too much friction, which causes unnecessary steps for residents — and revenue delays for agencies.  So how do we balance less friction with more security?

Rethinking resident relationships: the digital value exchange

Sure, the bar for privacy and security is rising, but people are still willing to make a trade-off: more personal data in exchange for additional value online. Residents want, for example, personalized support, relevant content, and timely information — all things agencies can provide if given some level of consumer data. This is a value exchange; people are willing to share more information if it benefits them. 

It just so happens that the personalization that residents appreciate also helps agencies increase both digital transactions (faster time to revenue) and customer reuse. But customers won’t agree to share that information (like email or web tracking permissions and location) if they don’t trust it’ll be kept secure. 

To meet the needs of residents, government agencies have to put the user first and eliminate security gaps. IAM is one piece of that puzzle. 

Redefining resident engagement with customer identity and access management

If not well designed, the main functions of identity and access management like sign-in, accessing sensitive information, and password recovery, can be frustrating for users. But a solution that provides a secure and easily navigated experience as a user asks for more secure information or actions really instills trust. It shows that your agency respects its residents’ privacy and balances verified access to sensitive digital government services.

A great experience with sign-on or account creation, for example, could make the difference between residents continuing to use the digital solution and adopting new features or giving up and paying by phone or mail.

IAM also serves as the backbone of personalization. If residents trust the security of your agency’s IAM tools, they’re more likely to allow your agency to collect data from their online interactions with your site or mobile app — and you can do so without being overly intrusive. With the data, you can develop personalized customer profiles, content, and other messaging — adjusting to their current needs and prompting actions that will be necessary or helpful in the future.  

How IAM benefits residents: 

• Accurate and up-to-date address or location: Provide a universal change of address and hyper-local information like changes to the trash schedule, water restrictions, or park maps
  
• Correct bill amount: Surface bill amounts with adjusted balances and due dates without delay or inaccuracies
  
• One password, multiple services: Residents only need one secure login across the solution, so they can manage and pay for several government services without navigating to multiple sites or platforms
  
• Document and receipt storage: Provide a safe place for residents to store and easily access things such as licenses, registrations, and proof of transactions
  
• Built-in compliance: Ensure that privacy regulations are met or exceeded and reduce the risk of fraud with data encryption and steps like multi-factor authentication
  
• Transparency: Let residents consent to data tracking or collection; having options to delete information, change tracking settings, or download their data helps build trust (and failure to do so invites dissatisfaction)
  
• Personalization and consistent messaging: Residents can define what data the agency has access to, allowing the agency to offer personalization; relevant messaging can be tailored to appear across the platform and other channels (improving the experience and customer relationship)

All of these benefits align to create the super secure, ecommerce-style experience that customers are expecting. 

Deliver secure digital experiences that build trust 

IAM is a critical component of digital government transformation. At its heart, IAM is a security measure, but the benefits stretch beyond safeguarding data. 

• Get to know your residents better
• Personalize peoples’ digital experiences
• Offer the highest level of data protection
• Improve self-service options 

Along with privacy and security, IAM tools provide a comprehensive view of residents’ preferences and behaviors so you can personalize digital experiences and communications — improving customer engagement and satisfaction.