Customers Want Companies to Verify Their Identities: Jumio Infographic

If you enjoy confusion, consider the distinction between tracking customer identity and verifying it.  Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics.  The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences.   This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.