Whitepaper November 2020 Four Ways to Improve Customer Experience with a Modern Identity Service Okta Inc. 100 First Street San Francisco, CA 94105 info@okta.com 1-888-722-78711 Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service Contents 2 Introduction 3 Modern Identity Enables Seamless Omni-Channel Experiences 4 JetBlue 5 TAL 8 Heal 9 Albertsons2 Whitepaper Four Ways to Improve Customer Experience with a Modern Identity Service Introduction Organizations want their dev teams to roll out great new experiences that attract and retain customers while improving their lifetime value. However, today’s end users are trained by the Googles, Amazons, and Facebooks of the world to disengage from experiences that aren’t technologically advanced, frictionle

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