How biometrics are shaping the customer experience

Biometrics are redefining the way we engage with our customers. From handheld devices that require fingerprint authentication to banks offering apps using biometric data to open accounts, the world as we know it is undergoing a metamorphosis.
Consumers are bombarded by choice which means that business owners need to differentiate their brands in the hearts and minds of consumers. As consumers take to digital platforms to compare prices in real times and move to online shopping, the pressure is on to redefine our mindsets to becoming customer centric instead of product or even process focussed.
Every touchpoint with our customers shapes their journey with us and the aim is to reduce or at least manage any pain points along the way. Whether we’re in the service industry or manufacturing, the customer experience defines us and biometric technology allows us the opportunity to reduce many of the potential painpoints associated with registration and authentication processes.
The obvious solutions for industries that require laborious paperwork, is to switch to biometric technology to reduce the time and effort it takes for consumers to be able to register for your servies. Industries that could benefit include the banking sector, insurance companies and even cellular providers. Imagine not having to complete pages and pages of forms that take up valuable time that could be better spent.
Payment security is a concern for consumers and advances in payment technology have the potential to transform the customer experience. According to a VISA study done in Europe, 73% of consumers on the continent want to use biometrics for authentication and fingerprint authentication is the preferred method. Other options include iris scanning and the use of selfies that are converted into binary data using facial recognition technology. Biometric payments are suitable for online payments as well as in-store payments and require little or no consumer education.
The challenge reamins to remain one step ahead of cyber criminals and to earn the trust of consumers, concerned about theft.