Based on a recent survey of 2,000 consumers, the Chief Marketing Officer (CMO) Council and the Business Performance Innovation (BPI) Network are calling for companies to unify and modernize identity authentication processes to avoid a mass exodus of customers.
The survey appears to indicate common frustration with traditional password-based login systems and anti-bot measures such as CAPTCHA, to the point that consumers are abandoning online retailers that make the process too tedious or fail to provide adequate security.
