Why the "first identification at a distance" can help strengthen the omni-channel marketing strategies and processes
As we know, for decades technology has contributed to "clearing distances" allowing people or things to interact at a distance at the same time.
Just think of mobile phone calls, opening a car with a remote control, a home alarm signal notified on the mobile device, and so on.
To allow more and more remote operations to be carried out - even the most "delicate" ones, such as the opening of a bank account without being physically present in the branch or the evaluation of a university oral exam via webcam - technological methods are being developed increasingly innovative to make these operations not only possible but also safe and "certifiable".
Face recognition via webcam, reading of fingerprints from smartphones, matching of the retina or vocal timbre, are just some of the ways for so-called "remote identification".
These processes are able to guarantee "concrete proof" of one's identity, without being physically present in the place where the verification of one's identity is required and necessary.
First remote identification
How and when the first certification happens? Should it take place physically in front of a public official or is there a way for this operation to take place remotely and online?
It’s possible to perform a first recognition via webcam. How? An online conference is filmed and recorded - with or without an operator - following a process defined by AGID and stored in protected form in dedicated data centers.
Subsequently, a verification of the identity provided and the documents presented is carried out. In fact, the user is taken the photo of his own face, of the identity document shown on the webcam and, sometimes, the real-time video with handwritten and / or remote signature.
After making the online payment, the signature certificate and the secure device are sent by post.
The omni-channel marketing
The omni-channel marketing - a term that differs from multichannel, which simply indicates the generic use of a plurality of elements to sell or promote a specific product or service - refers to a business strategy that allows the consumer to buy or interact with a product or service through the joint use of online and offline tools.
Normally, this process improves the customer's customer experience by increasing the sales performance of the companies.
To give an example of an omni-channel strategy, think of a customer who - visiting an e-shop - virtually enters in contact with a product on his phone, buys the item online and then retires it at the store.
Although this is the only purchase process, we are faced with an “omni-channel” experience, on two levels by the customer: one online and one offline.
Why can the first remote identification contribute to omni-channel marketing strategies?
After having schematically explained the definition of these topics, the time has come to understand how the first remote identification can contribute to omni-channel marketing strategies.
If in the hybrid process between offline & online tools, foreseen by omni-channel strategies, it is necessary to attest one's identity directly at a distance, it would be obligatory to resort to the process - previously explained in detail - of the certification by first remote identification.
This process will make online purchases more automatic and safe, certainly increasing the possibilities for the user to experiment with new "online experiences" at the base of omni-channel marketing strategies.
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