SAP Customer Identity, formerly known as Registration-as-a-Service (RaaS) is a Customer Identity and Access Management (CIAM) solution within SAP Customer Data Cloud. It allows you to connect with users of your website and app to foster meaningful customer engagement. Using Customer Identity, you can gather essential information about your users, and leverage it to create an enhanced and personalized customer experience.
Use Customer Identity as the pivot point for launching personalized marketing campaigns, providing customer service, and building a trust-based relationship with your users.
Key benefits of SAP Customer Identity:
- Frictionless Registration – Streamline the registration process to facilitate customer signup and brand engagement.
- Higher Registration Rates – A simpler registration process and multiple authentication options helps you increase the number of registered users.
- Meaningful Identities – Collect and manage customer data to create rich user profiles you can use to personalize interactions and marketing campaigns.
- Customizable User-Facing Elements – Tailor the look and feel of registration and login pages to match your brand and provide a consistent user experience
- Authentication Options – By offering many authentication methods, including social login, email/password, and multi-factor authentication, you can cater to user preferences and security requirements.
Understanding Account Definitions
SAP Customer Identity uses the One Account Model to simplify user management and data continuity.
Here is a breakdown of the key account definitions:
- Account – This is the end user’s presence in the system. It can encompass multiple identities, such as lite and site identities
- Lite identity – Allows users to interact with your brand using minimal information, such as their email address or a phone number. This is well-suited for low-friction interactions such as signing up for a newsletter.
- Site identity – The profile information on a user that has registered on your site. If a lite user upgrades to a site identity by fully registering, both identities will remain in the account.
- Authenticated interaction – Any interaction that takes place during an authenticated session, such as a user accessing personal data or updating their profile. Authentication means the user has verified their identity by providing a password, using an OTP (One-Time Password), or using a passkey.
- Non-authenticated interaction – Any interaction performed without verifying the user’s identity.
- Verified non-authenticated interaction – An interaction where the minimal information provided by the user is verified before saving non-critical data to their account. This typically involves a lightweight verification step, such as sending a one-time password (OTP) to verify that the provided email belongs to the user, confirming their consent for a newsletter subscription.
Note
SAP Customer Identity previously had both lite and full accounts, stored separately. However, under the One Account Model, users only have a single account, regardless of their registration status. That account may have multiple identities such as lite or site identities
The One Account Model unifies user interactions, whether authenticated or not, under a single account structure. This results in simplified user management and continuity when a user transitions between lite and full engagement with your brand. It’s an approach that provides a more holistic view of the customer and allows improved, personalized interactions.
For more information, refer to the One Account Basics documentation in the SAP Help Portal.